International Women’s Day may have passed, but one day is hardly enough to honor the countless contributions women make in our lives. That’s why we’re continuing our series, spotlighting industry leaders who have shaped the landscape through their experiences, insights, and drive.
Next, we talk with Naiyen Wang, Managing Director of Southeast Asia at We Are Social.
When asked what first drew her to the industry, Naiyen told us “The creativity and excitement of advertising and the sensibility of the slightly left-field individuals who work in the industry were elements I craved.”
Read on as she shares her thoughts on the importance of DEI, key lessons she’s learned in her career, the value of mentorship, and more.
The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?
As a mum to a daughter who loves everything pink and a leader to numerous wonderful women in our agency, I am driven by a trailblazing spirit and the bravery of knowing that only the sky is the limit.
Life is there for the taking and there is nothing to stop us from seizing what it has to offer, without judgement and fear, just as anyone can. This applies to all aspects of life, be it professional or personal, and it should always be gender-neutral. The theme embodies exactly this spirit.
Life is there for the taking and there is nothing to stop us from seizing what it has to offer, without judgement and fear, just as anyone can.
What first drew you to the industry? Was there a defining moment or experience that shaped your path?
The creativity and excitement of advertising and the sensibility of the slightly left-field individuals who work in the industry were elements I craved.
The “work hard, play hard” ethos of advertising was and still is intoxicating. From the moment I went to university, I knew it was the perfect industry for me and I wanted to be part of it. I’ve never looked back since.
Is there a person or persons who inspired you professionally on your career journey?
I am inspired by the thoughts of a female author, Ayn Rand. “The Fountainhead” is one of my favourite novels and the perspective that independence and integrity trump conformity resonates with me.
Staying true to your convictions as you push boundaries has so far served me well in braving the challenges in our industry and the work that we do.
What’s a key lesson you’ve learned in your career that has shaped how you work today?
When I was working in China, we used to present rounds and rounds of strategic thinking and ideation to launch a new brand in the market. After several rounds of lukewarm reactions from the client, he candidly said, “There is a lot of motion, but no progression.”
Staying true to your convictions as you push boundaries has so far served me well in braving the challenges in our industry and the work that we do.
From then on, I started to examine everything that I bring to the table. If it doesn’t move decision making forward, it is the wrong content and is not worth a discussion. I still until today strategise my meetings with “progression not motion” as a guiding principle or it is time wasted that we can’t get back.
How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?
Throughout my career, I’ve had different mentors and I have taken away different things from each of them. What I’ve learned is that it is important to discern the advice that works for you and those that don’t.
Your journey is personal and is distinctly different from someone else’s. Everything is relative so extract the most from the guidance that you get and take only what truly matters and works for you – and apply it in a way that carves your unique path.
How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?
The ability to tune in to chatter on the shopfloor is a good way to gain real insights for any initiatives and plans that truly cater to what people need.
The ability to tune in to chatter on the shopfloor is a good way to gain real insights for any initiatives and plans that truly cater to what people need.
This could also be in the form of a survey, which we do implement annually at We Are Social. I think a lot of people assume the obvious solutions to championing DEI, but at times, they aren’t always tailored to solving real needs and issues.
Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?
This might sound cliche but it is really Project Mum. Raising a little girl is one of the most meaningful things I have ever done. Seeing her grow into a little person with a strong mind and thoughts of her own, which I know that I have helped to shape, is extremely fulfilling.
My wish for her is obviously to be able to navigate the world with conviction, gumption, and be courageous in embracing adventures and new experiences. Thankfully, she is walking some of the mummy’s talk and I am proud of the little strong girl that she has become.
Quick Hits:
A trend you are excited about:
I consume a vast amount of TikTok content because of the business I am in. I love the GRWM trend because it is a great way to multi-task and present a range of topics in an entertaining way. It’s the social and online version of girls together in front of the vanity mirror chatting with BFFs. Love it!
Favorite creative campaign that has most inspired you:
This is a few years old, but it is still golden for me. It’s the Budweiser Tagwords campaign. It’s a super smart way to overcome the barrier of paying hefty royalties to create brand associations with musicians and rock icons with the ability to seed endless executions cost efficiently.
Not to mention you can get several simple messages across any medium and it is interactive. Being a little wild at heart and a big music fan, I just love the rock n’ roll spirit of the campaign!
A quote that guides you: “Throw your dreams into space like a kite, and you do not know what it will bring back, a new life, a new friend, a new love, a new country.” – Anais Nin
