Staff Writer
Aug 4, 2022

Sai Tzy Horng: What does it take to truly change the game?

Julie’s Biscuits director Sai Tzy Horng on why a healthy dose of scrutiny and subversion can help brands change the game.

PARTNER CONTENT

This is part of a video series for the Asia-Pacific Power List 2022, created in partnership with Twitter as part of their global #LeadersforGood initiative. 

 

For Sai Tzy Horng, scrutiny and a subversive “flip the script” attitude to looking at things are crucial for brands who want to change the game. As director of Julie’s Biscuits, Sai has overseen the ambitious rebranding of the Malaysian household name, breathing new life into its “old school” identity through a design refresh and creative ads that utilise storytelling and humour to start meaningful conversations. We spoke with Sai about delving beyond the surface to understand widely experienced challenges, examining whether your brand is ready to take on certain topics, and why brands could stand to take themselves a little less seriously.
 
Watch the video to learn more and read about his thoughts on leading the way through evolution.
Source:
Campaign Asia

Related Articles

Just Published

5 hours ago

Yannick Bolloré: ‘AI is a powerful creative partner’

Ahead of Cannes Lions, the chief executives of the 'big six' holding companies and senior leaders give their views on a range of topics relating to creativity and business. Today, it’s the turn of Havas' chief executive and chairman, Yannick Bolloré.

8 hours ago

Hilton readies ‘connected story’ in latest Asia ...

Amid Hilton's ambitious growth plans and a fresh campaign with Bollywood star Deepika Padukone, Campaign sits down with Hilton’s VP of marketing and loyalty to chat about the challenges of marketing a myriad of hotel brands to Asia's diverse audiences.

8 hours ago

2025 Cannes Contenders: Angie Tijam-Tohid's top bets

Havas Ortega Group's executive creative director handpicks work with meaningful social impact that could win a Lion next week at Cannes.