A New Era of Creativity Begins

Excitement is in the air as Asheen Naidu steps into his new role as Group Executive Creative Director at Leo Singapore. With over 20 years of experience in the advertising realm, Naidu has garnered significant recognition, including a Cannes Lions Grand Prix and a D&AD Black Pencil during his tenure in Australia. His journey took a dramatic turn in 2020 when he joined TBWA Group Singapore, setting him up for this bold new chapter.

The Candy Store of Creativity

Naidu expresses his enthusiasm for this opportunity, likening it to being 'a kid in a candy store.' He’s thrilled to collaborate with incredible brands and a talented pool of creatives at Leo Singapore and across the Publicis Groupe. His vision? To harness the unique skill sets available to generate innovative and multilayered work that stands out in a saturated market.

Bold Ambitions on the Horizon

When asked about his priorities in this new role, Naidu highlighted his drive to create a nurturing environment that empowers teams to produce exceptional work. He aims to leverage the scale of resources at Leo to solve clients' most pressing challenges through innovative creativity. Long-term, he envisions elevating Singapore’s reputation as a creative powerhouse.

The Right Moment for a New Adventure

Reflecting on his move, Naidu fondly recalls his five years at TBWA but emphasizes the enticing prospects of his current role, especially working alongside renowned leaders like Ajay Thrivikraman, Joanne Theseira, and Amrita Randhawa. His respect for Thrivikraman, not only as a creative mastermind but as an individual, fueled his decision to embrace this new challenge.

Life in Singapore: A Personal Touch

Living in Singapore since 2020, Naidu appreciates the safe environment that provides a carefree childhood for his children. On a professional level, he relishes the multicultural landscape and the chance to work with significant local and global brands, making each project a thrilling experience.

Memorable Campaigns and Lasting Impact

Among Naidu’s proudest achievements at TBWA is the campaign for Standard Chartered Bank, which successfully infused emotion into a typically monotonous sector. He is eager to replicate this success at Leo Singapore, rekindling collaborations with familiar faces.

Project Revoice: A Heartfelt Mission

A standout moment in Naidu's career was the groundbreaking 'Project Revoice,' which won illustrious awards, including the Cannes Lions Grand Prix. This powerful initiative aimed to leverage technology to restore voices for those who had lost them, inspired by ALS advocate Pat Quinn's journey. Naidu acknowledges that this project holds a special place in his heart, given its profound impact.

The Future of Creativity Is Bright under Naidu's Leadership

As Asheen Naidu takes the reins at Leo Singapore, the advertising world watches with anticipation. With his innovative vision and commitment to pushing creative boundaries, the team at Leo is poised for a transformative journey that could redefine the industry standard.