Justin Phang

Justin Phang

Senior Art Director at Wieden + Kennedy
Shanghai City, China, China

About me

Human attention is finite.

But Justin has drawn an abundance of it to brands like Nike, Airbnb, BMW, McDonald's, Michelin (Global), and many more. Spanning his career from Australia to Malaysia and now, China over the course of 11 years; he is armed with the ability to marry western ingenuity with eastern tenacity. And he has infused this methodology into many brand building campaigns.

Justin’s philosophy has led brands into award circuits covering Marketing Excellence Awards, Advertising + Marketing Agency of the Year, Promotion Marketing Awards of Asia, Kancil Awards, and TBWA\​KL’s first ever Effie Award, which collectively propelled TBWA\​KL being named Campaign Asia (Malaysia) Creative Agency of the Year, twice in a row.

His proudest achievement to date though, is when the Ministry of Women, Family and Community Development chimed in with acclaims for him and his team’s demonstration of creativity.

Sector Experience

Positions

Senior Art Director
Shanghai, China
May 2017 - Present (1 year 2 months)
ɴɪᴋᴇ- Senior Creative role- Key creative team for Hong Kong 2017 Just Do it campaign, the biggest scope for Nike HK to date.ᴀɪʀʙɴʙ ᴄʜɪɴᴀ- Instrumental in securing the account for W+K, without pitch.- Launched W+K's first Airbnb work: China's Chinese New Year 2018 campaign together with W+K globalʙᴍᴡ- Launch BMW China's biggest project to date - "Wonder Dad" is a short film about modern day fatherhood struggle that is often taken for granted.
Associate Creative Director
Shanghai, China
January 2016 - May 2017 (1 year 4 months)
Leads a team of 1 Group Head, 2 Art Directors and 2 Writers for:ᴍᴄᴅᴏɴᴀʟᴅ's:- Won Gold for Interactive Engagement category (with QQ Augmented Reality) in Tencent & The Great Wall awards for Minions campaign: "It's Good to be Bad"- Launched McD China's 2016 Olympic Campaignᴍɪᴄʜᴇʟɪɴ (ɢʟᴏʙᴀʟ):- ATL + Digital responsibilities - Rebranding Michelin into a 21st century brand- Set the creative direction for other regions together with TBWA\ Paris and TBWA\ NY- Collaborated with TBWA\ NY to conceptualise Michelin's 2016 Super Bowl ad- Obtained the highest agency creative score card to dateMatthew Ye, Marketing Director of Michelin China:“TBWA has been a true partner not just a creative agency. This has helped us to better envision our brand’s growth. It has also enabled the creation from China, for the first time in Michelin’s history, creative campaigns for the rest of the world.” -
Group Head
Shanghai, China
April 2015 - January 2016 (9 months)
ᴀɪʀʙɴʙ (ᴀᴛʟ + ᴅɪɢɪᴛᴀʟ):- Pitched, Win & secured the business for China market- Creative lead for Airbnb Chinaᴍᴄᴅᴏɴᴀʟᴅ's:- Launched the rebranding of Value Meal- Lead China creative for global McDonalds Olympic 2016 pitchᴍɪᴄʜᴇʟɪɴ (ɢʟᴏʙᴀʟ):- Demonstrated to the global clients in New York on how to move the brand into 21st century. After 5 intensive days, we won the global business. We now share the responsibilities with TBWA\ Paris and TBWA\ NY. ᴛʙᴡᴀ:- Training and raising the bar for junior talents
Art Director
Malaysia
August 2011 - April 2015 (3 years 8 months)
Accounts in charge: Standard Chartered Bank, Panasonic, Nissan, Visa, Energizer, Michelin & Eveready
Jr. Art Director
DDB International (milk + co)
Malaysia
February 2008 - July 2011 (3 years 5 months)
Accounts in charge: Volkswagen, F&N, Exxon Mobil, Sunkist, The Star newspaper, Tourism Malaysia, Isuzu, SKOL Beer & Central Bank Malaysia Museum and Art Gallery.Won Malaysia Airlines business with just a copywriter, we were in charge of Oceanic, Europe and Asia market.
Communication Executive
kbb One
2006 - 2007 (1 year)
Accounts in charge: Guinness Anchor Berhad and Mitsubishi Electric
Communication Designer
Essentia Group, Australia
Australia
2005 (1 year)

Education

Bachelor Degree of Communication

2004 - 2006 (2 years)

Foundation studies

2003 (1 year)

Surface Design

2001 - 2002 (1 year)

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