BBDO SG elevates industry veteran Tay Guan Hin to creative chairman

BBDO Singapore has promoted Tay Guan Hin (pictured) to creative chairman to lead the agency and further expand and grow its creativity. He was formerly chief creative officer at the agency.

According to BBDO, Tay has helped accelerate the creative work at BBDO since he joined in 2020, winning major accounts and works over the past year, such as Atome, Audi Singapore, HALZA, and the Tripartite Alliance for Fair and Progressive Employment Practices. He also embraced the opportunities of the new normal while working towards the future of “The Work. The Work. The Work”.

Tan Tze Kiat, CEO of BBDO Asia, said that the wealth of knowledge Tay brings to the BBDO table, as well as his reputation for producing creative work that resonates with the right audiences, will continue to be vital to the growing success of the agency in delivering results that matter to its clients.

Prior to joining BBDO Singapore, Tay headed creative at TGH Collective, an independent agency he founded. Before that, he was creative change catalyst at APAC Global Advisory for over a year, according to his LinkedIn, joining shortly after he left J. Walter Thompson (JWT) - now Wunderman Thompson - in 2018 as regional ECD Southeast Asia. Tay was with JWT for 13 years and before that, worked at Grey, Leo Burnett and Saatchi & Saatchi. Tay has over 30 years of advertising experience in Asia Pacific, solving business challenges with his creative work.

Tay said that he is humbled and thrilled with the promotion. “BBDO is one network that truly believes in creativity, and I hope to continue to cultivate the creative spirit in our team, wherever we go, no matter what obstacles we may face moving forward,” he added.

Separately, BBDO Singapore appointed Melvin Kuek as its CEO last month, as managing director Monica Hynds stepped down from her role in the agency. Kuek was formerly deputy CEO, VP - DDB Asia at DDB Group Singapore. Prior to DDB Group Singapore, Kuek was with Y&R, before it merged with VML. There, he worked as chief client officer and later as MD for over five years. He has also previously worked in agencies such as The Gate Worldwide, TBWA, and Batey Ads. 

In his new role, Kuek will work in tandem with Guan Hin Tay, creative chairman, BBDO Singapore. Tay said that Kuek's vast experience will add depth and innovative thinking. "His understanding of future trends and ability to capitalise on what's next will ensure our client's business remains effective and relevant. We have never worked together, but we often bump into each other. I am definitely excited about the possibilities our partnership can unlock", he added. 

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