Welcome to AME's exclusive interview series, where we shine a spotlight on the globally respected members of the AME Awards Grand Jury. Strategic, innovative, analytical, critical thinkers, and creative storytellers dedicated to ensuring brand awareness and equity – these qualities embody AME's Grand Jury. Serving as emissaries of effectiveness, AME's Jury members, recognized globally as industry leaders and award-winning marketers, ensure that every entry submitted to the AME Awards is evaluated with the utmost care and consideration.
2024 Grand Jury member Tay Guan Hin is currently the Chief Creative Officer of BBDO Singapore and a member of the BBDO Asia Creative Council. Prior to BBDO, he founded the TGH Collective, a successful independent creative boutique agency. He brings years of creative leadership to the judging panel. With more than 300 international, regional, and local awards from top-tier creative competitions, he has served in leadership positions such as Jury President at prestigious events, including Cannes for Outdoor.
Known for being a creative innovator, Guan has spoken at TEDx and contributed as a keynote speaker at numerous industry events. He devotes the same passion and energy to mentoring young talent in Asia. Recently, his book "Collide - Embracing Conflict to Boost Creativity" was published by Penguin Books. This celebrated international bestseller demystifies the process of generating effective, problem-solving ideas, helping readers discover how to unlock the transformative power of creative conflict.
In the interview below, Guan shares his perspective on the attributes of award-winning creative and effective work, emerging trends and innovations within the industry, and insights from his book "Collide," which illustrates a roadmap for enhancing creativity and problem-solving skills.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Tay Guan Hin: Effectiveness competitions like the AME Awards are crucial in the advertising and marketing industry. They offer a way to measure a product or service's performance in the marketplace. It's not just about having a creative ad; it's about seeing results like sales growth, conversion rate, impressions, and customer engagement.
Another great thing about these awards is that they allow agencies to see how their creative ideas stack up against others around the globe. This kind of global comparison fosters a sense of connection and learning, which can be incredibly motivating and inspiring. It pushes agencies to innovate, learning from their competitors' best practices and unique approaches. It also makes us jealous. By aligning their work with international standards, agencies can stay ahead of trends and cultural shifts, which is not just important but crucial in our rapidly changing world.
Awards should go beyond just looking at results; they also consider the broader impact of a campaign on society or culture. They recognize campaigns that not only achieve business success but also make a positive difference in the world. Whether promoting social causes or driving cultural conversations, these awards highlight the importance of responsible and impactful advertising. They remind us that great marketing isn't just about selling products—it's about making a meaningful impact, instilling a sense of social responsibility, and the potential for positive change in the industry.
AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising.
Tay Guan Hin: Award-winning creative advertising often stands out because it taps into deep human insights. These ideas get to the heart of people's feelings, thoughts, and needs. An ad that reflects genuine human emotions and experiences naturally resonates with the audience.
Another critical factor is connecting with popular culture or trends in a relevant and authentic way. The best ads are those that either reflect what's happening in the world right now or even set new trends. People are drawn to content that feels current and meaningful, incredibly relatable. Audiences can quickly spot anything that feels fake or forced. Ads that blend seamlessly with cultural trends while staying true to themselves tend to hit the mark and leave a lasting impression.
Technology also plays a significant role, but it needs to be used wisely. The best campaigns use tech to enhance the creative idea without letting it take over. It's about finding that perfect balance where technology adds something new and exciting to the experience. Additionally, ideas that tackle local or global challenges in surprising ways often catch people's attention. These campaigns show creativity by addressing issues unexpectedly, sparking conversations and buzz. They become newsworthy and are shared widely, extending their impact even further.
AME Awards: What future forward trends and innovations are brands embracing for 2024?
Tay Guan Hin:For 2024, brands are diving into AI to make content creation smoother and more personalized. AI's been a hot topic for a while, and it's only getting bigger. Generative AI, in particular, is changing the game by helping brands produce personalized content quickly and at scale. It's all about making those customer interactions feel more tailored and meaningful, proving highly effective. Creativity will be crucial in differentiating Gen AI work from its currently familiar usage.
Another remarkable trend is the growth of immersive technologies like Augmented Reality (AR) and Virtual Reality (VR). These tools give brands new ways to create engaging and memorable experiences for their audiences. As AR and VR evolve, brands can use them to create standout experiences that connect with people. The question is, how can we make it cost-effective and encourage widespread adoption?
And let's not forget the creator economy, which is still on the rise. More and more brands are teaming up with expert influencers to drive authentic engagement. These partnerships are all about tapping into niche audiences and expanding reach. Creators bring a level of trust and authenticity that resonates, especially with their short-form content on platforms like TikTok and Instagram. By working with creators, brands can tell their stories in a more relatable and impactful way, building stronger connections with their audiences.
AME Awards: You recently launched a book called "Collide" Can you tell us more about it?
Tay Guan Hin: "Collide" offers a provocative yet enlightening perspective on creativity and innovation, advocating that challenges are inevitable and essential for true advancement and collaboration. In this book, I demonstrate how the fusion of diverse ideas can spark ground-breaking innovations. Readers will learn how to harness these challenges as tools for creativity, transforming obstacles into opportunities. Through "Collide," I aim to show that embracing rather than avoiding differences can lead to extraordinary creative breakthroughs.
This book is not just a theoretical exploration but a practical roadmap for enhancing creativity and problem-solving skills. It is a must-read for innovators, business executives, entrepreneurs, students, or anyone looking to unlock their creative potential. "Collide" was meticulously crafted over four years to provide inspiration and actionable insights. The book features over 120 black-and-white illustrations that visually guide the reader through the transformative power of creative friction, making complex concepts accessible and engaging. It includes interviews with the top innovative minds in different industries.
"Collide" achieved significant success upon its release, becoming a bestseller on Amazon in less than 24 hours and making it to the Straits Times, Singapore’s national Newspaper bestseller list. Published by Penguin Random House South East Asia, "Collide: Embracing Conflict to Boost Creativity" is available for purchase online. Please visit the Amazon link for those interested in discovering how to turn challenges into catalysts for creativity. https://www.amazon.com/Collide-Embracing-conflict-boost-creativity/dp/981512711X