Tay Guan Hin is one of Singapore’s most influential creative visionaries. He’s a renowned international speaker, strategic advisor, and author of the groundbreaking book Collide: Embracing Conflict to Boost Creativity.
As APAC Regional Director for The One Club, he bridges traditional creativity with emerging technologies, cementing his role as a thought leader.
He’s spoken at TEDx, Spikes Asia, and The One Show, captivating audiences with insights on vertical storytelling and AI-powered creativity. These presentations have positioned him as a go-to expert for organizations seeking to navigate the evolving creative landscape.
He was honored with the Hall of Fame Advertising Visionary AAMS award, recognizing his impact on creative excellence and innovation. As Past President of the Asia Professional Speakers Association, he also championed professional development across the region.
Tay has advised global brands like the US Grain Council, Tencent, TikTok, Meta, and Unilever, offering strategic insights that drive creativity across diverse markets.
Known for turning complex creative challenges into actionable solutions, he’s become a trusted advisor to industry giants. In keynotes like ‘AI: Friend or Foe,’ Tay explores how conflict can spark creativity. Talks such as ‘Imperfect Beauty’ and ‘Infusing Creativity in the Workplace’ showcase his commitment to innovation rooted in emotional intelligence for the digital age.
In this SG60 Showcase, Tay Guan Hin shares how his COLLIDE framework and creative advocacy equip Singapore for the next wave of disruption. From launching new platforms for talent to shaping global conversations, his story is one of transformation through creative tension.
Forging Creative Bridges in a Disrupted World
Q: You’ve led several high-impact initiatives over the past five years. Which one best reflects your contribution to Singapore’s development?
A: As President of APSS (Asia Professional Speakers Singapore), especially through the pandemic years, I helped steer the organisation through a major transformation. We realigned our purpose across four key pillars: Expertise, Eloquence, Enterprise, and Ethics.
We embraced hybrid speaking models, reached broader audiences virtually, and strengthened our presence on the global stage by building deeper ties with the Global Speakers Federation. That helped position Singapore as more than just a hub, but a true contributor to the global speaking community.
Since 2024, I’ve also taken on the role of APAC Regional Director for The One Club for Creativity. I launched the ONE Asia Creative Summit and pushed for more diversity in jury representation — we hit 40% female jurors, a milestone I’m proud of.
I’ve always believed that representation fuels richer creativity. On top of that, I’ve been teaching digital storytelling at NTU, SMU, and Raffles LaSalle, because inspiring the next generation is something I care deeply about.
But beyond leadership roles, I’ve had the opportunity to redefine creative standards through real, on-the-ground work. At agencies like Saatchi & Saatchi, Leo Burnett, Grey, JWT, and BBDO, I’ve worked across the region to help brands connect with people meaningfully.
One campaign that stands out was Lux, as Global ECD, I reshaped fragrance advertising by shifting the focus from just beauty to confidence. We told the story through the eyes of a visually impaired photographer and a Bollywood star who worked on Lux’s first Grand Prix at Spikes Asia.
And perhaps closest to my heart is nurturing new talent. I co-founded the AAMS Crowbar Awards, Singapore’s first student competition, and I still mentor young creatives through The One Club’s Portfolio Night.
I’ve introduced Australia’s AWARD School to Asia, helped lead Adfest’s Young Lotus Workshop, and served as Co-Dean of Spikes Asia Academy. Being Southeast Asia’s first Cannes Lions Outdoor Jury President also allowed me to open doors for others and inspire them to dream bigger.
At the end of the day, my contribution is this: helping Singaporeans unlock their creative potential, whether they’re students, professionals, or brands. And if that moves the needle even a little for Singapore’s creative scene, I’m happy.
Shaping Singapore’s Creative Future with Courage and Craft
Q: What unique lens do you bring to Singapore’s next chapter of growth?
A: What I bring to Singapore’s next chapter is the ability to bridge worlds: the world of timeless creativity and the fast-moving world of tech, especially AI.
I’ve been lucky to sit on global creative councils with some of the biggest network agencies, so I understand what world-class standards look like. But I also know how important it is to keep things local — to pick up on cultural nuances, especially in a region as diverse as ours.
I created the COLLIDE framework because I truly believe that creative friction isn’t something to avoid; it’s something to embrace. When different perspectives clash, that’s when the magic happens. Especially now, when the world feels more uncertain, we need brave, fresh thinking — not just safe ideas.
I also care deeply about inclusive creativity. That means bringing more diverse voices into the room, thinking ethically about our stories, and ensuring we’re fluent in the new tools of our time, whether generative AI or emerging platforms.
I inspire bold, authentic thinking and guide others through digital change while staying true to their core values. At the end of the day, growth isn’t just about doing more. It’s about doing it better, together, with heart, integrity, and creativity that truly connect.
Driving Impact Across Industries, Education, and Culture
Q: How many Singaporeans have been impacted by your work?
A: From mentoring young creatives at The One Club’s Young Ones program and judging the AAMS Crowbar Awards, to giving keynote talks and running workshops for professionals from companies like Unilever, Visa, Johnson & Johnson, WPP, MOH Holdings, and many more — my goal has always been the same: to help more people think more creatively and grow with purpose.
But it’s not just the ad industry. I’ve also worked on national-level campaigns that aim to shift mindsets and create real change. For example, with the Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP), we launched the “Update Our Mindset” campaign to challenge workplace discrimination. We crafted stories that highlight real, often uncomfortable truths because I believe storytelling has the power to drive empathy and action.
On top of that, I contribute by shaping education and policy. I’m on the advisory board for Singapore Polytechnic’s Media, Arts and Design School, helping to future-proof the curriculum for students.
I am also Chair of So Drama!’s advisory panel, which brings together leaders from government, media, and academia. I help guide how we use storytelling and entertainment to connect with society.
Through a campaign, a classroom, or a corporate boardroom, I try to leave a meaningful impact. And if even one person walks away feeling more inspired, confident, or creative, I know I’ve done my part.
Mastering the Future with Creative Agility
Q: What sets your creative leadership apart?
A: For me, creative leadership isn’t about having all the answers. It’s about asking the right questions, bringing clarity to complexity, and revealing people’s true potential.
Over the years, I’ve learned that outstanding leadership means balancing vision with empathy. I create space for diverse perspectives because the best ideas often emerge from unexpected places. Leading with intention, I bring curiosity and respect to every collaboration.
I stay close to both the work and the people—mentoring students, guiding teams through high-stakes pitches, and leading brands through creative transformation. And I always try to lead by example. If I expect brave thinking from my team, I must be brave too. That means trying new platforms, learning emerging tools like AI.
Creative leadership today is about more than just producing great campaigns. It’s about guiding others through uncertainty, bridging creativity and business, and fostering growth—professionally and personally.
Staying Sharp Through Curiosity, Chaos, and Creative Tension
Q: How do you stay at the cutting edge of a fast-changing creative landscape?
A: Honestly, I stay curious. I learn from everyone, not just from big conferences or formal training, but from YouTube creators, students, random late-night podcasts, and even casual conversations with people way smarter than me. Sometimes, just being in the right place at the right time and hearing a fresh perspective sparks something new.
But learning isn’t enough. I apply what I learn immediately. If I teach storytelling, I use those same tools in a live campaign. If I’m exploring AI, I’m testing it in real-time, not waiting for the “perfect moment.” I’ve worked on ideas never done before, where data and tech meet heart and story. That’s how I ensure I’m not just keeping up, I’m helping shape where the industry’s going.
That said, I’m also a bit worried about where things are heading. Everyone’s chasing efficiency now. AI this, optimization that. And while those tools are powerful, I feel like we’re starting to lose the soul of creativity. The stuff that makes people feel something. The odd, the imperfect, the slightly offbeat. You know — the “wrong” idea that somehow feels incredibly right.
That’s why I always remind myself not to fear the mess. The cracks, the flaws, the unexpected bits? That’s where the magic is. Technology should collide with humanity, not replace it. Real creativity doesn’t come from getting everything perfect. It comes from the tension, the contrast, the imperfections. That’s what gives it character. That’s what makes it stick.
And that’s how I stay sharp — by constantly learning, experimenting, and never forgetting the beautiful chaos at the heart of creativity.
Final Thoughts: Why Tay Guan Hin Is a Creative Force Shaping Singapore’s Global Identity
Tay Guan Hin isn’t just a creative visionary; he’s part of the soul of Singapore’s creative future. As the country charts its next 60 years, voices like Guan Hin’s are essential in ensuring creativity remains at the heart of our national identity.
What sets him apart isn’t just his experience, but his ability to connect the dots between tradition and innovation. A rare creative, he honors the craft while boldly embracing what’s next—from AI storytelling to purpose-driven, ethical branding.
But more than the work itself, his mindset is shaping the future. Guan Hin leads by lifting others, mentoring, teaching, and creating space for fresh talent to thrive. He knows Singapore’s creative edge lies not in playing it safe, but in boldly colliding ideas, cultures, and technologies.
As we look to the future, Guan Hin’s leadership shows that creativity is essential—a catalyst for innovation, inclusion, and identity. Ultimately, that’s the kind of thinking that will define Singapore on the world stage.
Highlights
- Forging Creative Bridges in a Disrupted World
- Shaping Singapore’s Creative Future with Courage and Craft
- Driving Impact Across Industries, Education, and Culture
- Mastering the Future with Creative Agility
- Staying Sharp Through Curiosity, Chaos, and Creative Tension
- Final Thoughts: Why Tay Guan Hin Is a Creative Force Shaping Singapore’s Global Identity
This article is part of the SG60 Showcase series—spotlighting leaders, thinkers, and builders shaping Singapore’s next 60 years. Stay tuned for more.
Read the Chinese article here, or listen to the podcast here.
