5 Minutes with… Alice Chou
Alice Chou has always had a passion for words. Since childhood, she has been getting lost in her own worlds, savouring emotions and ideas.
Now chief creative officer at Dentsu Creative Taiwan, Alice knows that creativity is a journey.
Speaking to LBB, Alice breaks down the pivotal factors behind Taiwan's first Grand Prix at Cannes Lions, focusing on a fusion of creativity and business growth.
She also addresses the challenge of mentoring new talent in a high-pressure environment, advocating for a collaborative culture that nurtures innovative ideas.
Alice's perspective offers insights into creativity's role in driving brand success and broader social impact.
LBB> Have you always been a creative person, even as a child?
Alice> That is a good question. I don't know myself, but one thing's for sure: I've always had a passion for words since childhood. I loved savouring the emotions they evoked – no matter how subtle, and uncovering the author’s intentions hidden within.
While some creative people may express their individuality in various ways during their youth, I was more focused on academics and tended to be quieter. People often said I was in my own world but didn’t mind. I may not have talked much, but I always thought a lot. I lived in the real world with my dreams.
I truly enjoy real dreaming, which is why I’m Alice! Over time, I realised that dreaming is about piecing together what we see and experience to craft a story, often unconsciously. I believe this is what led me to pursue a career in creativity.
LBB> What key factors contributed to Taiwan's first Grand Prix at Cannes Lions under your leadership?
Alice> When I ventured outside Taiwan, I was deeply inspired by innovative ideas that changed the world. At that time, those ideas seemed very different from what my clients wanted and what we were doing. I realised that creativity had often been sidelined in driving client growth. This led me to consider strengthening the connection between creativity and brand/business growth. I wanted to create impactful work directly from the client briefs to earn their respect for creativity.
Through many failures and challenges, I gradually discovered the possibility of merging business and creativity. Using local human insights and observing social issues, we amplified brand influence and drove business growth.
Bit by bit, as we combined business with creativity, both clients and teams began to change and believe. In 2017, we won our company’s first Lions in 60 years, and in 2021, we broke Taiwan's record by winning the first Cannes Lions Grand Prix by an agency in Taiwan.
Today, Dentsu Creative Taiwan has transformed into one of Taiwan's most internationally renowned creative agencies.
LBB> How has your experience serving as a jury member at significant awards like Cannes Lions and D&AD influenced your creative approach?
Alice> In a place where the world’s best creative work and the most demanding creatives gather, I constantly push the boundaries of my imagination.
I uncover more profound insights at the crossroads of human purpose and brand value. I see future-facing technology and imagination, learn the importance of preserving diverse cultures, and realise that facts alone aren’t enough — humanity and emotion drive action.
When you’ve seen the best work in the world, it humbles you and reminds you never to slack off. You must always think beyond yourself, look ahead, and find new inspiration from a broader perspective. It’s essential to turn deep insights into ideas that push the boundaries of advertising and, in doing so, drive progress for people, businesses, and society.
LBB> What impact do you think winning multiple Grand Prix awards has had on the advertising industry in Taiwan?
Alice> All the awards we’ve won represent the team, the company, and sometimes even the creative standards of Taiwan, now recognised internationally.
As our work and creativity receive global recognition, it boosts not only our confidence but also the confidence of Taiwan’s advertising industry. It encourages us to reflect on our ideas and achieve even better results. We’re proud to see more and more work from Taiwan shining on the world stage.
More importantly, these achievements have opened doors to connect with and learn from the global creative community. Over the years, I’ve compiled my observations and lessons into a series of courses to share with my colleagues and the wider advertising industry in Taiwan, helping us grow and elevate our standards.
LBB> How do you stay inspired and continue pushing creative boundaries in such a competitive industry?
Alice> In a rapidly changing world, it’s easy to feel overwhelmed, especially when the pace of change is constant and unpredictable. Fortunately, I have a secret weapon when facing uncertainty: my love for humanity.
No matter how much time changes, how fast technology evolves, or how fierce the competition becomes, I always find the power to grow creatively through insights into humanity. That power helps me navigate uncertainty and leads to the creative singularity transcending platforms, media, and time.
LBB> What advice would you give to emerging creatives who aspire to make a significant impact in the global advertising arena?
Alice> Most things that scare you indicate areas for growth, so don’t waste these opportunities.
Creativity is a long journey, much like climbing a mountain. Sometimes, others may pass you by. When that happens, don’t rush; take the time to clarify your direction, adjust your breathing, and find your rhythm. It’s okay to be a little slower, as long as you keep moving toward your goals — you’re on the right path.
LBB> If you could change one thing about the industry, what would it be and why?
Alice> I aim to help the results-driven marketing world understand that while we are advertisers with commercial goals — and though I firmly believe creativity and business are inseparable—the most effective and impactful ads often don’t look like ads.
In this new universe of decentralisation, open freedom, and limitless connections, anyone can create and own, connect and soar, as they wish.
Instead of relying on tactics like showing the brand name in the first three seconds or using more precise data and advanced technology to target and surround the audience, why not invite people to freely join this playground with a beautiful approach to life — and fly together?
