Tay Guan Hin

Creative Change Catalyst

Founder & Chief Creative Officer TGH Collective

Guan is a seasoned creative change leader who marries his creative communication development to deliver superior change business results. His forte is bringing to life brands via story-telling and creative to build larger than life brands.

For over 25 years, Guan Hin has transformed and changed global brands like Shell, Johnson & Johnson, Abbott, and Lux by developing an array of integrated creative business solutions that contributed to the growth in as many as 12 key markets. He worked in the Global Advertising agencies Leo Burnett, Grey, Saatchi & Saatchi and J Walter Thompson where he framed the communication agenda to address business challenges by connecting with different global consumers with different cultural insights to deliver a roadmap of innovative solutions that fuel exponential growth. A profound collaborator, alchemist of creative success in a team, he creates on all media and is always matching digital or social media platforms with insightful data, staying true to the DNA of any brands.

His campaigns formed part of the winning portfolio when AdAge named Saatchi & Saatchi “International Agency of the Year.” Under his leadership, Campaign Brief Asia ranked Leo Burnett fifth hottest agencies in Asia, ranking him as one of the region’s top ten creatives for the past four years and 7th in The Work. In JWT, he became the only South-East Asia Creative Director to be elected into the Worldwide Creative Council. For two years in a row, he helped JWT Asia achieved both Adfest's Network of the Year and Spikes Asia Network of the Year.

His works have won the following awards including Golds at Cannes, D&AD, The One Show, Clio, AdFest, AWARD, Effies, and Spikes. Three of his campaigns are included in The Gunn Report's Top 10. Under Guan's SEA leadership, Philippines won their first Gold Cannes Lion and Indonesia's first Silver Cannes Lion. For the last ten years, he has consistently been voted in IAS Singapore’s most influential Creative Directors. Guan has achieved many firsts like South East Asia's first Cannes Lion Jury President Outdoor, Asia's first Clio Chairman for Print, Poster, Direct, Innovative media & integrated Campaigns, Asia's first D&AD Jury Foreman and Asia's first creative jury head in APAC Effies.