Kuala Lumpur, Malaysia – AirAsia brand co. (Abc.) has appointed multi-disciplinary artist Ta-ku, also known as Regan Mathews, as its new creative director. Ta-ku will spearhead the creation of solutions while overseeing AirAsia’s creative strategy.
As a renowned musician and photographer, Ta-ku brings an innovative approach to Abc.’s creative team. He will focus on forging deeper emotional connections with consumers in Southeast Asia, driving AirAsia’s mission. Ta-ku will lead this effort by crafting compelling narratives that celebrate diversity and create unforgettable experiences.
Ta-ku’s appointment aligns with Abc.’s goal of becoming a leading creative force in Southeast Asia. Considering the dynamic creative industry, Ta-ku aims to embody Abc.’s vision to heighten ints branding solutions.
As creative director of Abc., Ta-ku is also expected to champion the ASEAN region’s spirit through offering brand experiences and creative strategy.
Abc. is known for its work across brands in aviation, aviation services, logistics, and digital industries.
Ta-ku commented, “I’m honoured to join Abc. at such a transformative time, as the world looks to the Asean region for long-term creative leadership. Branding is more than just visuals – it’s about building deep, meaningful connections through storytelling, fostering lasting communities, and creating networks that elevate brands for the future. I’m looking forward to working with our talented team and partners to craft innovative narratives that not only resonate with our consumers but also build lasting, impactful relationships in the industries that are shaping Asean’s future.”
“With a deep connection to our Asean roots, Ta-ku, who is also of Filipino heritage, brings a powerful combination of creative vision and a passion for community-building. In line with our pillars of People, Places, and Passion, our goal is to tap onto Ta-ku’s leadership to build lasting brand loyalty and foster meaningful connections across a diverse, well-rounded media ecosystem. This marks the beginning of a new era where we champion creativity and culture across Asean, turning communities into lifelong brand advocates,” Rudy Khaw, chief executive officer of Abc. said.
