In a region where marketing budgets are under pressure and consumer attention spans are shrinking, brands face a daunting question: how do you stay efficient without losing the spark of creativity? It’s a challenge playing out across boardrooms in Asia-Pacific, and one that Yi-Chung Tay, CEO of VML APAC, believes brands can’t afford to ignore.
In this exclusive interview with MARKETECH APAC, Tay unpacks why creativity isn’t just compatible with efficiency — it’s the driving force that makes modern marketing truly effective.
Can creativity coexist with efficiency?
In an era where brands face the dual pressure of doing more with less while standing out in increasingly crowded marketplaces, marketers often wrestle with a critical question: can efficiency coexist with creativity? According to Yi-Chung Tay, CEO of VML APAC, not only can they coexist — they must.
“With easy access to market data, case studies, AI tools, and marketing tech, most businesses can now build ‘technically correct’ strategies. But to win, they need to turn these resources into a competitive advantage — and that’s where creativity comes in,” Tay explained.
He stressed that efficiency in marketing no longer just means optimisation. “Efficiency involves delivering a cohesive message across multiple channels with the greatest impact, from social to email to traditional media. Creativity ensures that message is consistent, distinctive, and worth paying attention to,” he said.
Tay believes this balance is especially vital in the APAC region, where competition is fierce and consumer expectations are constantly evolving. He points to VML Australia’s collaboration with 1001 Optometry as an example of creative ideas informed by precision.
The campaign, ‘The Hidden Eye Test,’ used AI-powered outdoor ads that doubled as diagnostic tools for vision issues. “The visuals could only be fully seen by individuals with certain eye health conditions, making the experience personal and memorable. The execution came from close collaboration with AI artists, client specialists, and VML creative teams, blending data, technology, and creativity to deliver a powerful message,” Tay shared.
Choosing the right channels in a fragmented landscape
With countless platforms available to brands, channel selection has become both a science and an art. Tay acknowledges that while the media landscape has transformed dramatically, the fundamentals remain unchanged.
“It still starts with a deep understanding of your target audience: where they spend time, what content they engage with, and how they move from awareness to purchase to loyalty. Mapping the customer journey helps you identify which channels are most effective at each stage,” he said.
He cautions against the temptation to be everywhere at once. “In a world of endless channels, the smartest brands don’t try to be everywhere — they focus on fewer, bigger, better. Depth beats breadth every time,” Tay emphasised. Strategy, he adds, is about deliberate choices, aligned with goals, audience, and available resources.
A new model for brand transformation
For Tay, the shift in marketing goes beyond media buying or campaign execution. Today, brands are tasked with shaping customer experiences, driving innovation, and aligning culture with purpose. This calls for what he describes as a new model — one that blends consultancy rigour with agency creativity.
“A rigorous, data-informed strategy sets the guardrails and objectives. Creativity then breathes life into that strategy, making it resonate, cut through noise, and inspire action. This requires an integrated model where creativity isn’t treated as an unquantifiable art, but as a powerful, measurable growth engine,” Tay said.
The human–AI partnership
Technology, particularly generative AI, has accelerated the pace of marketing execution. But Tay is clear that human creativity remains at the centre.
“At VML, we use generative AI as a creative accelerator, not a replacement. Our role has shifted from creating every single asset ourselves to curating, refining, and enhancing AI outputs with nuance, empathy, and brand insight,” he explained.
While AI can churn out variations at scale, Tay insists the spark of originality remains a human trait. “The most disruptive, original ideas still come from human intuition and the ability to connect disparate concepts in ways a machine cannot. This human–AI partnership combines speed with strategic depth, giving brands an edge in both creativity and efficiency,” he said.
Guarding brand identity amid AI acceleration
The rise of AI also brings risks around brand safety and identity. Tay notes that while AI is powerful, governance and oversight must remain firmly in human hands.
“Mandatory human review and approval of all AI-generated content, especially external-facing communications, remains non-negotiable. It is essential for maintaining quality, accuracy, and brand alignment,” he said.
VML also works with brands to train proprietary AI models based on their own history, voice, and data. “This ensures the AI can replicate their distinct style with far greater accuracy, helping brands move faster without losing their unique identity,” Tay added.
Lessons for APAC brands
As one of the most culturally diverse regions in the world, APAC presents both opportunities and challenges for marketers. Tay emphasises the importance of cultural nuance.
“Do not just translate content; transcreate it. Understand local slang, humour, historical context, and emerging trends. What works in Tokyo might miss the mark in Jakarta or Mumbai,” he advised.
Local ecosystems — from WeChat and Line to KakaoTalk and Grab — are critical touchpoints for commerce, content, and customer service. Short-form video platforms, particularly TikTok and Douyin, also dominate mid-funnel engagement.
Tay also highlighted the value of authenticity. “Build authenticity through influencers and micro-influencers who share your brand values and hold genuine local credibility. Foster active online communities… to generate loyalty, user-generated content, and valuable feedback,” he said.
Ultimately, he calls for internal agility and cross-functional collaboration. “Remove barriers to collaboration between creative and data or efficiency teams. The brands that stand out in APAC are the ones that combine local relevance with internal agility,” he concluded.
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For marketers navigating the complexities of digital-first environments, Tay’s message is clear: creativity is not a luxury but a necessity. It is the catalyst that transforms technically correct strategies into truly resonant ones. By balancing data with bold ideas, leveraging AI as an enhancer rather than a replacement, and embracing cultural nuance, brands in APAC can position themselves not just to compete — but to lead.
