DDB Group Singapore’s creative chief, Vinod Savio, chats with LBB’s Sunna Coleman about what’s making the Asian ad market flourish right now and his advice for growth next year.

LBB> As you look back over the past year, how have you seen the ad landscape evolve in Singapore?Vinod> Curiosity about AI has surged among our clients. They’re eager to understand its use and how to integrate it responsibly into their brand strategies. There’s also been a pendulum swing back towards brand building, with the performance marketing debate gaining new layers, partly spurred by the cautionary tales emerging from brands like Nike.

LBB> You believe in creativity as the most powerful force in business. As the digital world continues to advance, what role do you feel humanity and emotions have to play in a future focused on AI?

Vinod> Creativity remains the heart of business, even as AI reshapes our landscape. Digital advancements are tools, but humanity and emotions are the soul of our industry. Creatives must delve deeper into the fabric of human emotion, crafting narratives that truly resonate.

LBB> What are you personally most excited about? What trends do you see beginning to emerge in Singapore?

Vinod> The resurgence of brand personality and humour is refreshing. We’re crafting more long-form stories, signalling a shift towards nurturing long-term brand equity rather than merely chasing the quick wins of sales uplift.

LBB> How does this relate to what is happening globally? 

Vinod> Feelings are universal. Emotion transcends borders. A tale that tickles a funny bone or tugs at a heartstring here in Singapore will likely do the same elsewhere. Disney movies are a great example of it. ‘Finding Nemo’ is a hit in every country because, as humans, we all feel the same when it comes to a story about a father and his son or parenting struggles.

LBB> Where do you see Asia leading the way when it comes to the future of advertising?

Vinod> Asia’s creative landscape is flourishing beyond traditional advertising, with movies and music from Korea, India and Thailand captivating global audiences. This surge in acceptance and awareness of the region’s diverse cultures has allowed for more relatable and nuanced storytelling in marketing. It’s not uncommon to see briefs requesting ads with a Thai flavour, a departure from the once-dominant Nike-style ads from Portland. Global brands are also increasingly embracing K-pop artists as ambassadors. All these cultural forces converge to establish Asia as a trailblazer in advertising. The future of advertising lies in celebrating the diversity and rich tapestry of cultures that Asia embodies.

LBB> What are some of the challenges the region will likely face next year?

Vinod> Finding the balance between the long and short of what we do is an ongoing challenge. It’s an old problem; finding a balance is always worth fighting for. At DDB, we now have a Les Binet AI that allows us to quickly find evidence-based strategies and achieve this balance. These tools help make the day-to-day a bit easier.

LBB> What advice do you have?

Vinod> To keep investing in people, talent, skills and relationships. I learn from the people around me and having smart people around you is super important.

LBB> What’s one of the biggest lessons you have learned this year?

Vinod> Stay adaptable and keep learning. Embrace change like it’s your dance partner. Stay light on your feet, nimble and ever curious.

Originally published in LBBOnline on 5 November 2024.