Tay Guan Hin leaves BBDO to join global nonprofit

BBDO Singapore’s creative chair, Tay Guan Hin, has left the agency to join The One Club for Creativity as its APAC regional director for awards, programs, and partnerships. This high-profile exit follows closely on the heels of former BBDO CEO Melvin Kuek’s departure in June 2024 to Singapore’s media company So Drama! Entertainment (SDE).

Guan Hin, a respected figure in the regional creative scene, joined BBDO Singapore in 2020 as chief creative officer and was quickly elevated to creative chair by 2022. 

Expressing excitement for his new role at The One Club, Guan Hin said to Campaign, “The move is about stepping into a role that aligns with what I’m truly passionate about: education and building a global or regional creative community. Becoming an author has shifted my perspective, inspiring me to pursue this path with a renewed focus.”

In his new role, Guan Hin will also enhance One Club for Creativity's visibility by forging partnerships with agencies, brands, production companies, creative associations, schools, and media across the region. He will also spearhead the development of regional events and educational programs, further solidifying The One Club’s presence in the region.

The move coincides with Omnicom’s recent consolidation of its creative agencies, including BBDO, DDB, and TBWA, under the newly minted Omnicom Advertising Group (OAG). 

As reported by Campaign earlier, Omnicom has consolidated its creative agencies, including BBDO, DDB, and TBWA, under the newly formed Omnicom Advertising Group (OAG). Leading this new entity is Troy Ruhanen, former CEO of TBWA Worldwide, now CEO of OAG, alongside Deepthi Prakash as COO and Denis Streiff as CFO.

OAG will oversee Omnicom’s creative networks, including BBDO, TBWA, DDB, and The Collective, which comprises Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman.

Key leaders like BBDO’s new CEO Nancy Reyes, DDB’s CEO Alex Lubar, and The Collective’s CEO James Fenton will report directly to OAG leadership.

The concept of OAG was first introduced in India in October 2023, with Aditya Kanthy, CEO of DDB Mudra, at the helm. The new global structure will be effective from January 1, ensuring that individual agency brands and cultures remain intact.