5 Minutes with… Ng Tian It
Seasoned CCO at Publicis Beijing, Ng Tian It’s illustrious career has spanned nearly three decades, and agencies like Saatchi & Saatchi and Leo Burnett.
Speaking to LBB’s Tom Loudon, Ng reflects on his career journey, highlighting pivotal moments and the importance of self-belief and learning from mentors.
Transitioning from Singapore to Beijing, he emphasises the dynamic nature of China's creative scene and the need for agility in navigating its market. As the chief creative officer of Publicis Communications Beijing, his goal is to bridge cultural nuances and ensure global recognition of Chinese creativity.
Ng stresses the significance of trust and collaboration in achieving outstanding results and advises aspiring creatives to embrace resilience and passion in pursuing their careers.
LBB> You have an impressive career in advertising spanning nearly 30 years, with experience at agencies like Saatchi & Saatchi, Leo Burnett, and now Publicis Communications Beijing. Can you share a pivotal moment or project that significantly shaped your creative journey in the industry?
Ng> It had to be my third year in advertising when I won the Best New Art Director Award in the Singapore Creative Circle Awards – a complete bolt out of the blue considering my early struggles with every aspect required to succeed in advertising.
Before that, the thought of being unable to cut it in something I love dearly haunted me.
Instead of caving in, I decided to take on more briefs to improve my craft and conceptualisation skills. Nothing replaces sheer hard work, and confidence grows when one gets better because of diligent toiling.
Everything changes with self-belief. I also cannot overstate the importance of learning from the very best. I had two supremely skilled practitioners to learn from in Mark Fong and Theseus Chan, laying down the right foundation.
LBB> Moving from Singapore to Beijing must have been a significant change. Can you tell us about your transition to Publicis Beijing and how you're finding the creative scene in Beijing compared to your previous experiences?
Ng> China can be dynamic or chaotic, depending on which side of the fence you are on.
Everything about Singapore is stable and structured, whereas China is as fluid as it comes. The size of the market does matter. Given the intense competition and what’s at stake, being agile is vital in gaining a fair share of its 1.43 billion population’s pockets.
This is my second stint back in China, and a marked difference has to be its growing domestic voice. A deeper knowledge of the market dynamics and insights are more essential than ever in finding a foothold here.
LBB> In your role as chief creative officer of Publicis Communications Beijing, what are your primary goals and vision for the agency's creative direction in China?
Ng> Recognition of our great work in the world.
It’s often said that no one will ‘get’ what we are doing as China’s work is too nuanced and esoteric and only meant to be understood by the Chinese market. However, I would like to believe on the contrary that good ideas and human insights are universal and Chinese creatives are just as capable of producing work that the global audience will lap up.
What I hope to achieve is to be the bridge in ensuring more of that will happen.
LBB> Collaboration is often crucial in the advertising industry. Can you share insights into your approach to fostering collaboration among creative teams and clients to achieve outstanding results?
Ng> To me, it’s all about care and trust.
Reputation counts for nothing if we are not open, humble and couldn’t care less about our clients’ business. Trust is the key to all fruitful collaborations that lead to outstanding work, and it can never be built if there’s ever a hint of only being self-serving.
LBB> You've worked with various clients, from McDonald's to Mercedes-Benz. What challenges and opportunities do you find when creating advertising campaigns for such different brands?
Ng> This is a story that I never get tired of sharing:
Aeons ago, an automobile client wanted to visit our office as they were looking for a new agency. Our instinct was to pack the room with colleagues who were auto enthusiasts. However, what the client said at the end of the meeting was unforgettable: “While I truly appreciate all your love for our product, what I would rather see is your love for yours.”
Brands may vary, but what we often overlook is the passion for our own craft. When we start cataloguing based on experiences and industry norms, we lose our value as a key partner.
LBB> What advice would you give to young creatives who aspire to follow in your footsteps and make a mark in the industry?
Ng> First off, I count my blessings for being undeterred in this industry for an extended period. Especially since I was a late bloomer who often wished to be as talented and prolific as many of my peers.
But what perhaps works for me is the dearth of career choices – I can’t think of any other job I’d rather do. It forces me to work extra hard and be extra resilient. Of course, it helps that I love it so much that I’ll give my all to it.
