As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we highlight Howard Yang, Associate Account Director at BBDO Taiwan.
Yang is a firm believer in drawing inspiration from social interaction. In our discussion, he mentions Yuanguo, a restaurant where individuals of all different backgrounds come together to eat, drink and converse.
“For a creative person, it is impossible to experience all kinds of life, so we can only get inspiration through communication with different people,” he said.
Name: Howard Yang
Agency: BBDO Taiwan
Position: Associate Account Director
Hometown: Tainan, Taiwan
Current Location: Taipei, Taiwan
Education: Tamkang University, Bachelors, 2014
How did you get your first break in the industry?
I graduated from the Department of Mass Communication and I don’t like being in a rut. I like to be creative and imaginative. With that in mind, advertising became my first choice for a job.
What is your personal mantra?
Just do it. I think life is full of challenges, especially in the advertising industry. When I get a case, no matter how difficult and challenging it is, I want to do my best.
From what person, place or thing have you drawn your greatest creative inspiration?
Yuanguo, a restaurant in which the customers always drink and chat with each other. Everyone comes from different backgrounds and has different experiences. There are lawyers, architects, directors, and even actors.
I always get different viewpoints from various fields. For a creative person, it is impossible to experience all kinds of life, so we can only get inspiration through communication with different people.
What do you love about the job?
I love to work in different places or countries. Due to my client, KYMCO, I can work not only in different places in Taiwan but also in Paris, Las Vegas, Madrid, Tokyo, India, and Prague. Above all else, we can see our creativity working in various countries.
What about your job are you not so crazy about?
In the advertising industry, all we have is a lack of time. We work under pressure to meet the deadline every day. 24 hours per day is not enough for us.
What is some work you’ve done that you’re most proud of?
Two years ago, electric vehicles were an emerging trend, and my client, KYMCO, beat competitive products to launch new EVs. To promote electric vehicles, we launched international press conferences around the world.
The most impressive event for me was the global press conference at one of the world’s landmarks, the Eiffel Tower. As a leading advertising agency, we planned the film, PR, and even the event.
If you had to choose another career what would it be?
If I had to do it all over again, I’d be a restaurant owner.