Wendy Chan on Creativity, Awards, and the Future of Health Advertising
As health creative lead at Edelman APAC, Wendy Chan brings over 20 years of diverse advertising experience to the table. It’s no wonder, then, that she was appointed president of the Health and Wellness Jury at this year’s Cannes Lions Festival.
The Health and Wellness Jury at Cannes Lions focuses on recognising innovative campaigns that effectively promote health and wellness. Speaking to LBB’s Tom Loudon, Wendy discusses how health and wellness advertising has grown, the significance of winning awards, and how AI is reshaping the industry.
She also shares her thoughts on fostering team creativity and the importance of earned media in today's competitive market.
LBB> With such a diverse background in advertising spanning multiple sectors, what initially drew you to the industry, and how has your passion evolved throughout your 20-year career?
Wendy> I grew up surrounded by a lot of great TV ads. Sometimes, I loved watching the ads more than the actual TV programmes. The way advertising could change minds and consumers' actions towards a brand or product really fascinated me. As a result, I decided to become creative when I was in Primary 5. And that interest has remained to this day. The market, the media and the consumer are constantly evolving; every day, there is something new to learn. A spiritual master once said, “One cannot step into the same river twice.” In the decades that I have worked in advertising, no two briefs are the same; it’s like solving a puzzle. Before finding the answer, anxiety and excitement kept me hooked and motivated to solve the challenge.
LBB> Winning over 80 awards is an impressive feat. How important are awards for people's career development?
Wendy> Awards are a result and evidence of a good relationship between the client and the team. They’re one of the best team-building experiences — they inspire the team, the client, and the industry overall. They give everyone the energy to move forward and upward.
LBB> Being part of the team that won the first Cannes Lion for China in 2001 must have been a groundbreaking moment. How do you reflect on that experience now, and how do you think the creative landscape in China has evolved since then?
Wendy> I was among the first batch of Hong Kong creatives to work in China. Little did I know that China was on the brink of a meteoric rise; I was just following my heart. It was a great journey of self-exploration. In China, I encountered numerous talented creatives. Some broke away from international agencies and successfully opened up their own shops, while others shifted to overseas opportunities. I enjoy following their journeys too, and look forward to seeing the next chapter for them.
LBB> Serving as a jury member for prestigious award shows like Cannes, Spikes, and Adfest must provide valuable insights. What do you look for when evaluating creative work, and how do you think the industry can continue to push boundaries in terms of creativity and innovation?
Wendy> Change the way you connect your target audience with the brand. The evolution of media has significantly influenced consumer behaviour. We've moved from a top-down communication model, where brands produced videos and aired them on TV, to a more interactive approach that encourages audience participation. It's about making your audience feel they are part of your brand. It’s an energy exchange, when brands and products are part of the solution to make their lives better, you will gain trust and be rewarded in return.
LBB> With the recent explosion in AI, how do you think the technology will influence the Health and Wellness category?
Wendy> In my own experience, AI streamlines time-consuming tasks such as research and execution, leaving a higher percentage of time for creative thinking. On social media, content crafted with a human touch attracts much more engagement and likes in comparison to posts generated by AI with no thinking and heart. Paradoxically, AI makes the human essence more important. Infusing heart and soul into the work is crucial to making the work stand out. Moreover, AI is raising the bar across the board, requiring solutions to go beyond the basics.
LBB> How do you foster a culture of creativity and innovation within your teams at Edelman APAC, and what role do you believe creativity plays in driving business success in today's competitive market?
Wendy> Earned media is the essence of classic PR, but in today’s world, the idea of earned is broader. The rise of social platforms has given way to a stronger influence of culture – media is culture, and culture is media. This is the power of earned. We’re always thinking about how we earn people’s attention, interest, and advocacy. The best campaigns always have strong insights that tap into culture - that have a strong connection to what the brand stands for. Creativity helps to find ways – to break down complicated information, define the expression and make the leap to generate and earn attention, thus shifting perception and action among the target audience.
LBB> What are the current big debates in Health and Wellness that you expect to see coming through in the jury room?
Wendy> Competition in the health category is intense. An increasing number of brands recognise the potential to breathe new life into their brands and products from a wellness perspective. However, it is important to ensure that the actions or ideas undertaken help the brand or product and are not just beautiful campaigns.
LBB> How do you think comedy could be better leveraged, and specifically in the category you're judging? Can clients enable their creative agencies to unleash better comedic campaigns and projects?
Wendy> Comedy is a great way to make heavy topics light-hearted and more approachable. Although not every brief lends itself to a comedic approach, if it does, it will stand out from the rest.
LBB> Outside of the jury room, what are you really looking forward to learning or doing at this year’s Cannes Lions?
Wendy> I’m thrilled to connect with my regional and global colleagues in person after a year of virtual meetings!
