Meet the CEOs: The Bread Digital's Eddie Ngan

Eddie Ngan (pictured), co-founder and director at The Bread Digital, has dreamed of pursuing a career in the advertising industry since he was young. He was fascinated by the idea of working as a team and executing out-of-the-box ideas with a full house of talents in the office.

With a belief in freedom and profession, Ngan believed that trust is one the most important elements to work with a team. He trusted that all his teammates have the rights to manage their own works, styles, ideas, their own schedule and the responsibility to deliver the best works to clients and the office.

He also suggested new university graduates who wish to set foot in the industry to stay curious and prepared.

Find out more about Ngan's journey in advertising thus far and who inspires him.  

MARKETING-INTERACTIVE: What was your first job?  
 
I believe I am a determined person; advertising is the only career I dreamed of since I was still in secondary school and without the second thoughts, I aimed to join the industry once graduated. I sent self-introduction letter with resume right after the final exam of last semester.  

I still remember, of course how can I forget, I sent to JWT, Leo Burnett and Ogilvy & Mather and then I joined Mindshare/JWT as media executive. 

MARKETING-INTERACTIVE: What was your first role in advertising?  
 
Despite my dream career being in advertising, I knew nothing about the job function and role within, honestly, I only dreamed of the fabulous working environment, smart people inside out, the vibes which were incorporated into my mind by those movies, tv drama. Anyway, I was offered as an executive at media department (and soon after I was being employed, the department was then spinned off as an individual operation, which was Mindshare) 

MARKETING-INTERACTIVE: What was your first impression of advertising?  
 
Influenced by those TV dramas, movies, gossipy articles at magazines, the first and only impression of advertising by that time was fabulous, full of talents working in the modern office with freedom. "Work hard play hard" is always the motto (it still is now).  

MARKEITNG-INTERACTIVE: Who was the mentor who influenced you the most and how?  

I am a lucky man, there have always been many mentors taking care of me since I was in school, but talking about my career, I would said Melanie Lo (ex-GroupM CEO) was the first mentor to me when I stepped in the advertising field as a newbie. Not only she was the one who hired me, but she also demonstrated to me the definition of “being professional”.

I learned the word “professional “from her, which is not only about working out the solution for clients but also taking care of minor things such as be "grammar" and the font type. We as adland players, still have to provide professional services, even though we don’t have the same professional benchmark or qualification endorsement as lawyers, accountants and doctors, we show clients the way we act to prove our professionalism.  

MARKETING-INTERACTIVE: What's the harshest criticism you've received and how did you cope with it?  

There are too many and too little. I take all criticisms seriously but never involve personal emotion in them especially my own faith and self-confidence. I take all comments as my motivation which can help me improve myself but I won’t let them question my own faith. It is important to listen to the critics so you may find your blind spots and it is important not to let others crash your confidence.   

MARKETING-INTERACTIVE: Describe your own management style now as a leader  

Free and professional, everyone be their own boss. As a leader, I trust all my teammates. All of us have their rights and responsibility, the rights to manage their own works, styles, ideas even own schedule and the responsibility to deliver the best works to clients and the office. Advertising is from team work, none of us able to deliver good works without teammates and partners, thus trust is crucial among us. We encouraging self-management as act as their own boss, as a leader my only job which is the simplest one is to provide the best working environment I can.  

MARKETING-INTERACTIVE: What's one thing you wished employees understood about being a leader?  

You don’t have to be the best talent in the house but you should work hard to let the best talents work with you willingly.

Advertising is just like a famous basketball team, a Michelin star restaurant, the greatest band or orchestra, its all about teamwork.  

MARKETING-INTERACTIVE: What do you do during your free time?  

I guess I have the commonality of adman—Curiosity and enjoy life. I am a busy man, lots of habits I am enjoying after work. Listening to music or watching a movie almost every night, running and exercise four days a week, cooking every weekend, fishing and diving at every summer, and spending my entire life with my beloved dogs—yes I have been a dog fancier since I was born.  

MARKETING-INTERACTIVE: Where do you find your inspiration?  

Everywhere, I can find inspiration everywhere. As said, curiosity is crucial to adman and seriously said it is important to human being.

I keep my eyes open to explore every scenes, people I meet, happenings on the street and there will always be some fresh findings.  

MARKETING-INTERACTIVE: If not in advertising, where would you be? 

I never thinking about this and don’t dare to. Alright, if not in advertising, I might want to be an athlete coach or a chef. I may explore how these two roles can perform better by incorporating more creativity. 

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?  

Like all other industries, it’s tough! So get prepared. I would say the most important thing is curiosity.  

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2023? 
 
Celebrity endorsement or influencers being featured in the ad is proved as a successful factor in a campaign but this is not the only factor. I would like to see a better balance between creative concept or idea to bring out the true value of the product/ brand and using celebrity to arouse the awareness in quick fix. Of course it is not the responsibility for brands, agency or audience but all. I love to see we have a better balance in between. 

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