In our ongoing series spotlighting young talent in the industry, we return with another One Under 30 – a special feature focused on rising talent in the advertising & marketing world – one person at a time.
This time, we talk to Nicole Wang, Creative Group Head, at Monks in Shanghai.
Over the course of our conversation, Nicole talks about how she got her first break in the industry, what she loves about the job, what she’s not so crazy about, some of her favorite campaign work, and more.
The Basics
Name: Nicole Wang
Age: 30
Agency: Monks
Position: Creative Group Head
Hometown: Changsha, China
Current Location: Shanghai, China
Seven Questions
How did you get your first break in the industry?
Back in high school, one of my seniors landed a management trainee role at Ogilvy, which first drew me to the industry. The more I learned about advertising, the more certain I became that this was where I belonged.
After graduation, I was selected as one of just four fellows from thousands of applicants for the Ogilvy Fellow Program.
That experience shaped how I approach creativity today, combining deep cultural insight with strategic thinking that still drives my work at Monks.
What is your personal mantra?
“Put yourself out there.”
So many of my favorite opportunities happened simply because I showed up. Take Cannes Young Lions, for example — I almost skipped it out of fear, but decided to try anyway.
That decision changed everything. I finished as runner-up, was invited to Busan New Star, and even won a Crystal Prize.
From what person, place or thing have you drawn your greatest creative inspiration?
Galleries.
As a highly sensitive person, I’m often moved by art. I find myself wondering what sparked the artist’s ideas and how they felt in the moment of creation. As a creative person, I think I share some of those feelings—there’s a quiet conversation happening between their work and my own.
What do you love about the job?
Every new client opens a door to a new world. I’m endlessly curious, and advertising lets me dive into fresh categories, uncover consumer insights, talk to experts, and tell new stories. It’s a constant cycle of discovery.
I’m endlessly curious, and advertising lets me dive into fresh categories, uncover consumer insights, talk to experts, and tell new stories.
Also, collaboration between different functions at work also inspires me a lot. For example, when I work with my art partner in Monks, I am always curious about his perspectives and luckily, my company enables a welcoming environment for me to learn.
What about your job are you not so crazy about?
There are moments when nothing comes.
The self-doubt can be brutal—honestly, it’s both torturous and fascinating. You sense there’s a better solution just out of reach, so you push harder: unleash your imagination, brainstorm through the night, explore every possibility—and still, inspiration doesn’t always be in your favor. Some days, you just have to live with that.
What is some work you’ve done that you’re most proud of?
The 2024 Under Armour Curry China Tour “Drop the Three” (敬我三分) campaign, which is my first campaign after coming to Monks.
I’m not a basketball insider, but that outsider perspective gave me a fresh eye. We launched a massive billboard with a real hoop and released a film about Curry’s longest three-pointer, which drew huge attention from basketball fans.
The work resonated both within the industry and the basketball community. The highlight for me was seeing it in the stadium—where I got to witness Stephen Curry sink a legendary three in person.
If you had to choose another career, what would it be?
I’d sell furniture—seriously.
Furniture design, to me, is just another way to help people imagine a better life. I still remember the Volkswagen Bora commercial in China that inspired me to enter this industry—a dreamlike life unfolds as a man sits in the car, and he even mistakes the salesperson for his wife.
It moved me and made me want to create work that truly changes people’s lives. If I ever leave advertising, which shapes how people think, I’d want to shape the spaces they live in.
