“The challenge - and the thrill - lies in staying relevant on social at the speed of culture.”

Woei Hern Chan joined VaynerMedia as APAC Head of creative two years ago, armed with a vast range of experience covering creative, media, content and film, plus a relentless curiosity across platforms, and a genuine passion to develop great people. He joined VaynerMedia from VMLY&R Commerce, where he was the Executive Creative Director of Malaysia and Southeast Asia, responsible for the agency’s growth in creative commerce. Prior to that he was ECD and a founding member at ensemble IPG Mediabrands, where he grew the team from four to 80, while winning Petronas and Maxis, two of the biggest Malaysian brands and contributing substantially to three successive Agency of the Year wins at the Malaysia Effie Awards. A big supporter of social causes, Woei Hern was also involved as a mentor at Malaysia’s Global Innovation Centre’s Accelerator Programme for social enterprises and as a consultant creative for Cancer Research Malaysia.

Woei Hern discussed with ADFEST the reintegration of media into creative agencies, the industry’s current challenges, and the goal that fires every creative’s ambitions –  making work that is recognised as great.  

ADFEST: What collisions have challenged – or helped - you most in the last twelve months?
Woei Hern Chan: Past 12 months? How about the past week? The challenge - and the thrill - lies in staying relevant on social at the speed of culture. That’s what keeps me awake and alive. More brands now have the intent to be relevant in social and culture, and what’s exciting is seeing more of them actually committing to it. Not just paying lip service, but relooking at how they show up, engage audiences, and invest in that transformation. That shift in mindset has been one of the biggest collisions.

ADFEST: The Entertainment category has fewer “advertising musts” to deal with. What will you be looking for when judging this category at ADFEST. What makes work that is great?

Woei Hern Chan: This is one of the most exciting expressions of commercial creativity. I’ll be looking for work that, first and foremost, comes across as exactly what the category is - entertainment. Work that, if you ask nine out of ten people, they’ll say they love it—and they won’t say, “It’s an ad.” It should be something audiences actively seek out, rather than something they skip. Work that seamlessly weaves brand storytelling into the narrative, making it feel natural rather than forced. The best entertainment-driven work doesn’t interrupt culture—it becomes part of it.

ADFEST: What do you think are the greatest challenges in the advertising industry in your region right now?

Woei Hern Chan: We talk a lot about the lack of talent in the industry. But the greatest challenge? Being relevant enough to attract talent in the first place. If the best young minds are choosing gaming, startups, or content creation over advertising, that’s on us. We need to prove that our industry is where they can do the most exciting, impactful, and culturally relevant work. It’s not just about hiring—it’s about making advertising a career of choice again.

ADFEST: VaynerMedia is one of a handful of agency groups that covers media. All agencies used to. Why do you think it’s important for media to live in the same home as creative and strategy?

Woei Hern Chan: Platforms are already saying that ‘creative is the variable’ in performance. If that’s the case, then creative and media need to work hand in hand, every day, to win on social and at speed. We’re seeing a shift, a blending of skills, where traditional agency silos are breaking down. The best work today doesn’t just live in one discipline. Creative, media, strategy, and data need to be in constant conversation to make sure we’re not just making great ideas, but making them work in the real world.

ADFEST: What do you think are the three greatest pieces of work in the categories you are judging (from any time in history, and why?

Woei Hern Chan: Wow. Too many to choose from. And honestly, I’m not even sure if these won in these specific categories.

Entertainment: Red Bull Stratos. This wasn’t just marketing; it was a moment in history. Everyone tuned in. Everyone talked about it. And it was all tied to the brand’s DNA of pushing human limits. Legend has it everyone was waiting for it to pick up Cannes. Except everyone at Red Bull who were looking forward to it picking up an Emmy.