5 Minutes with… Jason Williams

With almost 20 years of experience under the Leo constellation, Jason Williams is a highly respected creative. Under his leadership, Leo Burnett Australia became one of the world's most creative agencies, delivering well-praised projects such as One House, Reword, #MyFamilyCan, BYO Cup Day, and many more.

As head of creative at Publicis Groupe APAC, he is responsible for elevating the creative output of all its agencies across the region for ambitious clients like McDonald’s. With his guidance, the Philippines secured its first-ever Cannes Lions with ‘Unbranded Menu’ and Korea claimed its first AdFest Grand Prix for ‘Mom’s Bed’.

In this interview with LBB’s Sunna Coleman, Jason discusses finding his rhythm, how his time at Leo has shaped him, and how creative bravery is a business multiplier.

LBB> In your latest role, you are in charge of elevating creative output across APAC which is known for being one of the trickiest, most diverse regions. How do you tackle this unique challenge and what are your goals for the coming years?

Jason> Two years into the role, and the learning curve has been as dynamic as the APAC region itself. Adapting wasn’t instant, navigating the sheer diversity across markets was both exciting and complex. Each country brings its own creative DNA—Thailand’s quirky storytelling versus China’s innovation-driven approach. No two markets think alike!

Only recently have I found my rhythm, navigating these creative ecosystems with more agility, making a tangible impact. But the real work is just beginning.

The next few years will be about cultivating a more progressive, culturally relevant brand of creativity for our biggest clients—powered by technology that’s not just smart, but deeply intuitive and genuinely useful.

LBB> What’s a recent campaign from the region that you think perfectly embodies creative excellence?

Creative excellence is more than just a buzzword; it’s a dynamic, self-sustaining system that fuels creativity and innovation. Every component of the agency and creative process needs to operate in seamless harmony; that’s when the magic happens.

​AXA Bucket List AI is a good example of this system in action. On the surface, it’s simple, intuitive and easy to use. But under the hood? It’s a beast—powered by smart tech and sophisticated platforms. It also exemplifies Publicis’ borderless model, a collaboration spanning Thailand, Philippines, Hong Kong, and Australia, seamlessly orchestrated by our APAC team.

LBB> You’ve been instrumental in shaping McDonald’s creative presence in Asia. Can you tell us about how you are approaching the creative output for the brand differently across markets and any results you have achieved so far?

Jason> McDonald’s operates one of the most sophisticated and well-oiled creative ecosystems I’ve encountered on the client side. Their internal creative culture is exceptional, setting the stage for their partners to thrive and consistently raising the creative bar.

My role keeps me on the move across the region, collaborating closely with clients, coaching, training, and championing creative bravery. And the impact is starting to show. Creative scores are climbing, and stronger work is emerging.

The Philippines secured its first-ever Cannes Lions with ‘Unbranded Menu’. Korea claimed its first AdFest Grand Prix for ‘Mom’s Bed’. Meanwhile, Taiwan, China, the Philippines, Malaysia, and Singapore have some exciting projects in the pipeline.

LBB> You have an impressive history within the advertising industry under the Leo constellation. What has kept you motivated and committed to the company for so long?

Jason> Leo has been an incredible masterclass in creativity. It’s taught me how powerful, and effective creativity can be. The agency’s creative culture runs deep, people across the business truly understand the value of creativity as a driver of impact.

For me, the best ideas don’t just grab attention—they solve real human problems and influence behaviour. That’s the lens I bring to every brief. And if you look at my work, you’ll see that philosophy in action.

LBB> You’ve worked on some of the most acclaimed campaigns, from ‘One House’ to ‘Reword’, ‘#MyFamilyCan’ and more. Which projects stand out as a personal career highlight and why?

Jason> Throughout my journey, I’ve had the privilege of collaborating with great clients and creative minds, picking up my fair share of awards along the way (a natural byproduct of ‘cultural creativity’).

My approach to creativity is intentionally eclectic, and that’s what excites me most. No problem comes with a one-size-fits-all solution. The real thrill lies in diverse thinking and finding unexpected, tailor-made creative solutions.

Obviously, One House for loads of reasons, but it’s hard to pick 'a favourite' when you work in such a diverse region, with so many great projects on the go. So instead, check out our 2024 APAC reel, and enjoy!

LBB> What are some of the challenges you are facing or expect to face in the coming years and how do you approach these?

Jason> One challenge that remains constant, and one we must stay relentlessly focused on, is encouraging clients to embrace creative bravery while coaching them on the true ‘cost of boring’. The data on creative effectiveness is undeniable: bold, original ideas consistently outperform the predictable and homogenised. Creativity isn’t just a differentiator; it’s a business multiplier.

Then, of course, there’s AI. The conversation often centres on how AI and emerging tech might replace us. But the real opportunity lies in outpacing automation with more audacious thinking, effectively ‘out creating AI’. Our best defence isn’t resistance, it’s leveraging AI to amplify creativity, push boundaries, and create deeper human connections. Now is the time to be bolder, braver, and more creatively ambitious than ever.

LBB> Lastly, what are some of the biggest creative opportunities you see emerging in the APAC region?

Jason> Commerce and data often feel dry and transactional, but it’s an untapped playground for creativity and engagement. The real opportunity lies in transforming it into something dynamic, unexpected, and culturally relevant.

And with an incredible lineup of global and local brands, all hungry to win in both culture and Cannes, the question isn’t if we can push creative boundaries—it’s how far we can take them.