5 Minutes with… Chow Kok Keong
Originally from Malaysia, Chow Kok (KK) Keong, a creative powerhouse with over two decades of experience, has worked in Singapore, Malaysia, Indonesia, and Thailand. As a titan of south-east Asian ads, his impact on the landscape has been significant.
Speaking to LBB’s Tom Loudon, KK dives into the dynamics of staying innovative in diverse categories, his experiences with globally recognised brands, the influence of cultural nuances on creativity, and his vision for the future of advertising in the digital age.
With over 260 international awards and a commitment to pushing creative boundaries, his wisdom offers invaluable insights for young creatives aspiring to make their mark in the industry…
LBB> With over two decades of experience in brand communication, you've handled a diverse range of categories from automotive to banking. How do you maintain a fresh and innovative approach to each new project?
KK> Stay humble, and keep learning from the good works done by other agencies. Always look out for good opportunities in every single brief, jump out of your comfort zone, and keep pushing for something never been done before.
LBB> Your portfolio includes globally recognized brands like Hyundai, Honda, Toyota, and more. Could you share a campaign or project that challenged your creative thinking and resulted in a unique solution?
KK> “Anti-hate Keyboard”. The campaign is one of the most interesting projects my team and I at INNOCEAN Indonesia did last year. We aimed to challenge the boundaries of media and technology in the execution, ultimately delivering an unexpected and interactive user experience in gaming.
LBB> Winning over 260 international awards is an incredible achievement. Can you tell us about a specific award- winning campaign that holds a special place in your heart and why it's significant to you?
KK> There are too many, just to name a few here: “Dumb Ways to Die”, “Best Job in the World”, “Like a Girl”, the list goes on and on. I'm so jealous of their creativity and wish I had done that.
LBB> You've served as a jury member for several prestigious award shows. How has being on the other side of the judging process influenced your perspective on creative work?
KK> At the global shows judging, I personally learned how brands and agencies turned the impossible into possible. I often apply this to creative briefs and challenge ourselves to look at things from a different perspective and push beyond our limits.
LBB> From being head of art to chief creative officer, you've held various leadership roles. How do you balance fostering creativity within your team while ensuring the work aligns with the client's goals?
KK> Most clients come to agencies with brand or product problems. Of course, we have to analyse their problems and provide effective solutions. However, how to make sure the execution is engaging enough, that’s when we have to push our creativity. I often ask my team whether the idea is edgy, fresh, memorable, or out-of-the- box enough to ensure that the target audience remembers the brand or product among all other competitors.
LBB> Throughout your career, you've worked across multiple countries in Southeast Asia. How do cultural nuances influence your creative approach when developing campaigns for different markets?
KK> This is a good question. There are similarities and differences across these markets. The Singapore market is quite universal since it is the regional hub for many brands, so there are fewer barriers to communication approaches. Malaysia and Indonesia, on the other hand, are quite unique due to their multi-racial society and their rich diversified cultures. We must be mindful of what to show or avoid in communications. Thailand also has its own set of cultural and religious beliefs. Therefore, understanding the local insights, adapting to the local culture, and respecting their religion are crucial while pushing creativity in these markets.
LBB> As the chief creative officer at INNOCEAN Indonesia, what's your vision for the agency's creative direction and its impact on the advertising landscape in the region?
KK> We are not a big network, but we have a big vision. INNOCEAN Indonesia now serves as the APAC Regional HQ of INNOCEAN. We house 10 specialised departments with over 100 experts in integrated marketing and creative solutions, social and digital communications, data analysis and management, full- funnel media integrations, as well as brand and space experience.
Our creative direction is crystal clear – to become a renowned network across the APAC region. This is not a dream, it's a plan. Together with management and all department heads, I firmly believe our plan will come to fruition as long as we continue pushing ourselves consistently.
LBB> The advertising industry has evolved significantly over the years. How do you see the role of creativity transforming in the digital age, and what skills do you believe are essential for creatives to thrive?
KK> Well, it's an interesting topic. The advertising industry is undergoing constant evolution, and AI has played a significant role in expanding creative possibilities. AI can analyse consumer data to help creatives understand the preferences of their target audience, so we can create targeted content accordingly. It sounds amazing. However, technology is just a tool. While AI can enhance efficiency, human insights and a human touch remain essential in crafting memorable and impactful communications.
LBB> You've consistently delivered integrated campaigns for a wide range of brands. Could you share a campaign that required a seamless integration of different mediums and platforms, and how you ensured a cohesive message?
KK> In my opinion, seamless integration requires a big idea – a creative direction that is campaign-able and able to expand across all media touchpoints with relevant execution. As long as the executions are done based on a consistent direction, a cohesive message will be delivered to the target audience at every touchpoint.
LBB> With your passion for creating impactful work, what advice would you give to young creatives looking to make a mark in the advertising industry?
KK> My two cents for young creatives is to embrace technology in this digital era but not rely solely on it for idea generation. After all, consumers are human, and we should communicate with them based on human insights and execute them with emotion.
