Kit Ong: “A fresh creative idea steals someone’s time”

After many years in the creative industry, Kit Ong reflects on what makes a “good creative idea”. In this conversation with Brands Vietnam, he also talks about approaching creativity across different markets, the lessons learned during the COVID-19 pandemic, and how creatives can remain relevant in the age of AI.

Kit Ong was Chief Creative Officer at Y&R and Chief Creative Officer and Partner at The Purpose Group. Over the years, he has held key creative leadership roles at advertising agencies across Malaysia, China, and Vietnam, leading numerous campaigns and earning multiple industry awards.

We didn’t become creative because of advertising

* Since leaving Vietnam in 2018, what has your journey been like?

Mr. Kit Ong has held key creative leadership roles at advertising agencies across Malaysia, China, and Vietnam, leading numerous campaigns and earning multiple industry awards.
Source: Brands Vietnam

I left Vietnam in 2018 and moved to Shanghai, where I spent over two years. I was there when the pandemic began. When COVID-19 happened, there were many uncertainties, and I wanted to make sure my family was safe, so I decided to move back to Malaysia. It turned out to be the right decision, as Shanghai later went through a strict lockdown.

When I returned to Malaysia, I made a conscious decision not to jump straight back into work. Instead, I took some time to reflect on how I wanted to use my experience and knowledge, while also focusing on my personal creative pursuits. In some ways, it was a difficult period, but it was also a valuable opportunity to slow down, think, and plan for the future during such an uncertain time.

As a creative person, I believe the best response is always to create. During that period, I spent a lot of time working on personal projects, collaborating with others on short and experimental films. I’m also a filmmaker, so it was something I could fully indulge in.

I think it’s important for creatives to reconnect with the source of their creativity. For those who work in advertising, it’s important to remember we didn’t become creative because of it. We were creative long before that, perhaps as children who loved drawing, dancing, performing, or simply expressing ourselves.

* From your experience working in Shanghai, Malaysia, and Vietnam, how do you approach creativity across different markets?

From the perspective of someone who was leading a creative department, I believe you should have the ability to shape creativity.

Of course, there are differences between countries – the language, geography, and history are all different, and these factors matter. But at the same time, one thing remains the same: in all these countries, we are still communicating with humans. On a basic human level, our needs are very similar – we want shelter, love, security… Culture may shape how we perceive things, but those fundamental needs remain the same.

When I talk about shaping creativity, I don’t mean ignoring the reality of a country or forcing your own perspective onto others. I mean bringing your philosophy, experience, personality, and intention together to form a lens through which you approach the work.

I often think about it as building a house of creativity. Let’s say, in Malaysia, there is mud, and I can use it to make bricks and build a house of creativity. But if I go to Shanghai and there is no mud, I cannot say, “Oh God, I can’t do this.” Instead, I look around and say, “Wow, there are so many bamboo trees. Let’s build a house of creativity with bamboo.” Each place has different materials – different perspectives and cultural insights. Your role is to work with local materials and build something meaningful from them.

Creative marketers should be able to shape creativity.
Source: Brands Vietnam

For example, when I first worked in Vietnam, I noticed things that fascinated me as an outsider, such as the conical hat. To me, it represents a very practical form of creativity. The design is economical and functional – rain flows away from you, and it protects you from the sun. Ao Dai is another practical design, as its cut allows you to ride a bicycle comfortably. I saw that practicality as a kind of creative thinking, and it influenced how I approached the advertising work I was doing at the time.

I should also say that just because I’m Malaysian doesn’t mean working in Malaysia is automatically easier. Being local doesn’t remove the challenge. Most times you have to work harder because there are blind spots. When you see the same things every day, you may overlook insights that are right in front of you.

In some ways, it was easier when I worked as an expat in Vietnam or China, because looking at things with fresh eyes allowed me to see possibilities that locals might take for granted. A fresh perspective is, perhaps, the reason companies invite someone from another place to work in their market.

So no matter what the differences are between countries, the key is to observe them, understand them, and then shape creativity together with local collaborators.

Mr. Kit Ong’s perspective on approaching creativity across different markets.
Source: Brands Vietnam

Creativity is about finding solutions

* How did COVID-19 impact the creative industry in the markets?

I think COVID-19 impacted almost every country in a similar way. It was a very difficult time because our lives were threatened. Governments, businesses, and individuals were forced to find ways to survive economically. When we are forced to find different ways to get things done, we may not always find the perfect solution, but we find the best solution available at the time.

To me, that’s actually what creativity is about. It’s not just about creating something visually or sonically interesting. Creativity is about finding solutions and solving problems. The pandemic was a strong reminder of that.

Even during the worst periods, the economy had to continue. Production houses still had to shoot commercials, and I remember how people found ways to manage shoots remotely while following strict safety protocols. Clients still needed to sell products, and people still needed jobs, so the industry had to adapt.

Creativity is about finding solutions and solving problems. The pandemic was a strong reminder of that.
Source: Brands Vietnam

Working remotely also changed the creative process. When you are in the same room with your team, the energy is very different. Sometimes ideas come from casual conversations – talking about where to eat, for example – and suddenly an idea emerges. Some people really need that kind of environment and proximity to others.

At the same time, others, especially introverts, may have enjoyed working remotely because it gave them quiet time to think without distractions. So depending on the personality, it could have been a very positive experience for some people and a very difficult one for others.

* How is AI influencing creative work today? Do you see this impact as more positive or negative?

Because I’m a sci-fi fan, the idea of AI was never really surprising to me. Science fiction writers and filmmakers have imagined it for quite some time. So when AI arrived, it wasn’t the concept itself that surprised me, but the timing. When tools like ChatGPT suddenly appeared, it felt like, “Oh, it’s happening now.”

AI can describe what a lemon tastes like, but it has never actually tasted one. That human experience still matters.

I think people reacted in very different ways. Some were excited and felt amazed that we were living in a time when this technology was becoming real. Others were more skeptical, or even afraid of it. But whether we like it or not, AI is already here. It is inevitable that it will affect our lives and many aspects of our work.

Personally, I don’t see it as simply positive or negative. I see it as a reality. AI is learning every second, every minute, and it will continue to improve. So instead of denying it, the question is how we find the gaps, where humans can still bring something meaningful.

As creatives, I think our advantage lies in the fact that we are human. AI needs electricity and systems to function. But we are made of flesh and blood. We have emotions, fears, insecurities, and vulnerabilities. Interestingly, these things that we sometimes see as weaknesses may actually become our strengths in the age of AI.

Our emotions and life experiences shape how we see the world. They allow us to sense things in ways that machines cannot truly experience. AI can describe what a lemon tastes like, but it has never actually tasted one. That human experience still matters.

So creativity will not just be about prompting AI tools. Life experience, personal perspective, and judgment will still be important. AI can generate many options, but ultimately a human still has to decide, and that decision is made from the perspective of who you are as an individual.

According to Mr. Kit Ong, life experience, personal perspective, and judgment will still be important.
Source: Brands Vietnam

What concerns me more is overdependence on AI. If people become so reliant on it that they cannot think independently anymore, that becomes a problem. If someone asks you to come up with ideas without AI and you feel unable to contribute, then something has gone wrong.

So I think the key is to remain strong as individuals. AI can be a powerful tool, but our beliefs, experiences and personality dictate how we use AI, not AI to dictate how we see the world.

* After working across multiple markets, how do you define a good creative idea?

For me, a good creative idea is something that can steal someone’s time. Our time is precious and constantly divided. Our minds are filled with work problems, family matters, relationships, and financial worries. So when you create something, whether it’s advertising or any form of creativity, you’re trying to steal a moment of someone’s time.

For me, what really allows an idea to steal someone’s time is its freshness.

Over the years, when I was working in agencies, we often talked about big ideas. But for me, what really allows an idea to steal someone’s time is its freshness. A fresh idea has the power to capture people’s attention. But I must stress that fresh ideas come from fresh insights.

Once you have that attention, the next challenge is whether you can extend that moment, because you want to have a sort of conversation with that person. In advertising, we might call that engagement. That moment could come from a big idea, an amazing story, or even just a single image that captures someone in a way they can’t quite explain.

Ultimately, whether you are creating advertising, a brand story, or a piece of art, the question is: how do you make someone give you their time?

That is incredibly powerful, but also incredibly difficult. And to do that well, you have to focus on your humanity and use the creativity that comes from that humanity to create and shape the work. The work produced from this source has the power to break through barriers and steal that person's time, even if only for a moment.

A good creative idea is something that can steal someone’s time.
Nguồn: Brands Vietnam

No one can create anything truly on their own. We all need collaborators, and I had amazing ones. Many of them have become friends. To all my dear friends in Vietnam, thank you so much. I will never forget all your help and kindness all those years.

Read the Vietnamese version here.

Sơn Phụng / Brands Vietnam
* Source: Brands Vietnam