SEOUL, SOUTH KOREA – Asia’s creative landscape stands at an exciting crossroads, blending deep-rooted traditions with dynamic innovation and technological progress. Spanning a continent of immense cultural, philosophical, and technological diversity, this creativity encompasses ancient inventions, classical art forms, and cutting-edge contemporary innovation.
In an exclusive interview with adobo Magazine, The One Club for Creativity CEO Kevin Swanepoel shed light on what makes Asian creativity unique, how global standards are being redefined, and why investing in the next generation of talent is crucial for the region’s future on the world stage.
Asia as a melting pot of creativity
For Kevin, Asia is a rich melting pot of diverse creative disciplines and groups of people, where creativity and interesting things emerge unexpectedly.
“What I find interesting about the region is that you just don’t know what to expect. And sometimes when you least expect something, it shows up and I think it’s interesting. It just sort of surprises you looking forward,” he told adobo Magazine, adding that beautiful design works make Asian creativity worth exploring.
“I think that is something where, if the agencies in Asia really focus on their craft and play to their strengths and their strengths, it will definitely design the beautiful craft work coming out of the Asia Pacific region. It does well.”
Kevin went on to discuss how an unprecedented force — the rapid marriage of imagination and computation — defines the creative landscape today. As creativity is no longer solely the domain of the lone genius, Kevin believed that it is increasingly data-driven and powered by AI assistance. This global shift presents a critical challenge for creative industries everywhere, and Asian creative communities are navigating this dynamic while staying true to their deep cultural roots.
The reality, as many industry leaders note, is that this balancing act is a universal challenge. It’s not just Asia that is grappling with how to integrate powerful new technologies without sacrificing the soul of the work. The goal is to marry powerful creative concepts with the strategic inclusion of data.
“There’s a balance we need to strike — because creativity for creativity’s sake isn’t as powerful. When you have great communication backed by data, it adds another layer to it. It even allows agencies to do testing, and with today’s technology, you can iterate on that work quickly,” he noted.
On global creativity
Kevin has been lauded as a strategically minded CEO with a strong track record of success in driving growth and value for multiple organizations in advertising, design, and digital media. He has also developed a global footprint and strategic partnerships.
Throughout his career, he has developed innovative programs, systems, and services, built strong teams and cultures, and established effective marketing and sales processes.
When asked about global creativity and how Asian creatives redefine what world class means, Kevin candidly said, “World Class means you’re winning at the ONE show, or you’re winning at the Art Directors Club, or you’re winning at another big show [but] I don’t think there’s a clear definition of what global creativity looks like — it’s constantly changing, evolving with culture.”
He continued, “I like to say that advertising actually drives culture. Often, we see trends that were pushed by some form of advertising or brand communication. So, I don’t think there’s a specific global creativity style as such, but when people do something out of the ordinary, that’s what makes the judges stand up, look, listen, and select something.”
On honing young creatives through Portfolio Night
adobo Magazine is set to host The One Club for Creativity’s global Portfolio Night 2025, taking place on November 11, 2025 at the Ayala Museum in Makati City.
Portfolio Night, founded in 2003, is widely regarded as the world’s largest advertising portfolio review program. This high-energy event takes place in dozens of cities simultaneously, offering aspiring creatives essential advice, networking, and recruitment opportunities.
The event also functions as a crucial gateway for young talent to break into the industry or find a new role, by connecting them with hundreds of renowned international creative directors who act as mentors to the next generation of industry leaders.
For Kevin, hosting Portfolio Night to discover young creatives is a revolutionary act, as it brings together young people and helps them get started in their careers.
“I really embrace what you guys are doing in the Philippines and at adobo Magazine — stepping up and truly helping young creatives. It’s so helpful. In the years to come, you’re going to see how big an impact you and Portfolio Night have had on the industry. It’s truly revolutionary to bring these young people in and help them get started in their careers,” he underscored.
With these, Kevin said that participants in the upcoming Portfolio Night should know the value of curating their work before presenting their respective portfolios.
“One of the most important things about putting your portfolio together is to curate, curate, and curate. Don’t just throw everything in. As they say, leave your darlings on the floor — if something isn’t as strong, don’t include it. Be very, very careful about what you select. Choose your best work and put it up front so the creatives reviewing it can focus on six to eight strong pieces, so the curation is key,” he implied.
While he noted the essence of curation in presenting an artwork, Kevin also highlighted the value of curiosity in continuous learning.
“Be curious. Never stop learning,” he said. “Keep engaging, keep exploring, and stay a lifelong scholar. Never sit back thinking you’ve mastered everything; there are always new skills to learn.”
adobo Magazine is an official media partner of the 2025 ONE Asia Creative Awards.
