About Me
From Shanghai to Singapore, I have experienced the evolution of advertising—from the golden era of traditional
advertising, including print ads, BTL Below the Line, and ATL Above the Line, to todays digital age, where social
media is omnipresent, and AI has become deeply integrated into daily life.
No matter how times have changed, the driving force and core essence of advertising creativity remain the same:
ideas must be powerful enough to connect with the target audience, influencing their behavior and thoughts,
whether directly or indirectly.
Yes, it’s that simple, no matter the era.
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