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People: BBDO Singapore welcomes Tay Guan Hin into its creative team as chief creative officer

SINGAPORE – Tay Guan Hin joins BBDO Singapore to lead the creative team and forward the work after founding and heading the creative at TGH Collective for the last two years.

A renowned figure in the creative world known for matching flawless execution with inspiring creative ideas. Guan Hin boasts over 28 years of advertising experience in APAC, solving business challenges with his creative work. He joins BBDO at a critical time as chief creative officer, with huge growth potential as businesses begin to reopen in Singapore, as they implement phase 2 following the circuit breaker. BBDO Singapore is focusing on the future of ‘The Work. The Work. The Work.’ and embracing the opportunities of the new normal. With a strong network across Asia, BBDO benefits from having a resource treasure chest of creative and strategic talent across the region Guan Hin will now be a part of.

Guan commented, “While everyone is going back to work, I am looking ahead to ‘Forward The Work’. While I enjoyed my journey in TGH Collective, joining one of the most creative networks in the world is not an opportunity to be missed. I’m excited to start a new narrative. To create innovative solutions that will solve the client’s business effectively through the strength of BBDO Asia’s network by being a member of their Creative Council.”


Guan will be leading the BBDO Singapore creative team from what is the region’s Headquarters, he joins the management team including Nick Morrell, managing director BBDO Singapore and Andy Wilson, head of strategy BBDO Asia who together, will leverage the potential of the network both locally and regionally.

As Singapore comes out of lockdown and starts living a new normal BBDO Singapore is looking to future success by forwarding the way they think and forwarding the work, BBDO is ready and planning, for what is to come in Singapore and across the region.

“I am absolutely thrilled Guan Hin is joining us”, said Nick Morrell, managing director BBDO Singapore. “I’ve admired both his work and his commitment to raising the quality of Singapore’s creative output for some time now and can’t wait to start working together”, he added.

Prior to founding TGH Collective, Guan worked in several creative hot shops, as Regional CCO at JWT and at a number of 4A agencies including Saatchi & Saatchi and Leo Burnett. An adman at heart, he is no stranger to the advertising world and looks forward to returning. In his work, Guan builds on insightful creativity, always considering digital, innovative engagement and virtual storytelling. In recognition for this immense contribution to the industry, Guan has received over 300 creative awards (international, regional and local), and was the first Asian in SEA to receive the honour to be the Cannes Lions, Jury President.

“Although always developing our skillsets and capabilities across numerous areas of our business, the one constant is our belief in creativity and the competitive advantage it provides”. Jean-Paul Burge, CEO BBDO Asia commented, “Guan Hin, is a tremendous creative with an impressive and long-standing reputation that is more than well deserved. I’m delighted to have someone of his calibre leading the Singapore office and am certain he will make a positive and rapid creative impact on our work and its effectiveness both in Singapore and beyond.”

Guan Hin also regularly shares his experiences and knowledge at events, including, TEDx, Spikes Asia, AdStar, Adfest, Brand Magic Summit, One Show and Cannes Lions. Additionally, he is passionate about mentoring and nurturing young creatives, which he will continue to do at BBDO. Guan not only founded the first student awards in Singapore, but he has also trained students at the One Show China.

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