40 Under 40 2024: Yong Ping Loo, TBWA

Yong Ping Loo

Deputy executive creative director
TBWA
Singapore

Yong Ping Loo cut his teeth as a creative leader in London and Singapore for clients including Fox International and UKTV. But joining TBWA in 2021 proved to be a game changer for both Loo and the agency's business growth. 

Since joining TBWA, Loo took charge of the Singapore Airlines business as global lead where he has overhauled the creative process, leading to a surge in high-quality work and a 12.5% year-on-year revenue increase for the city state's flag carrier. 

Noticeably, Loo launched the airline's TikTok account, exceeding KPIs and engagement goals within four months, as well as growing a team of content creators by 10% to meet the airline's ever-increasing social business needs.

With a knack for creating out-of-the-box and appealing social-media content, Loo has also found success leading creative for the National Museum of Singapore where he launched the brand's first-ever AI social media campaign, achieving an all-time brand highest engagement rate of 11.7%.

As creative leader on a number of successful pitches, Loo has been instrumental in winning new business for TBWA and actively driving revenue. Aside from smashing business targets, Loo's work has picked up a slew of awards, including a Merit at the prestigious One Show Awards for his work for the National Museum of Singapore. 

Committed to creative excellence, Loo is responsible for rallying all department staff and agency leaders to develop the agency’s creative strategy. ‘Creative class’ is at the heart of everything he does and he embodies the work ethic and creative passion he expects from his team.

An advocate for gender equity, Loo challenges bias in client briefs. Traditionally, Singapore Airlines has always portrayed cabin crew as the quintessential ‘Singapore Girl’. Over the past two years, Loo has championed diversity and body positivity, introducing a crew reflecting a wider range of ages and genders for audiences.

Passionate about educating and inspiring young and future talent, Loo regularly participates in annual portfolio review sessions with tertiary institutions. In the past three years, he has also given talks at the Nanyang Academy of Fine Arts to inspire and help address the concerns and doubts of over 200 young creatives and students.

In his own time, Loo is an active social media user and content creator, collaborating with brands and staying current on cultural trends beyond advertising. On Instagram, he has more than 35k followers and collaborates with brands like Lululemon, Bell & Ross, GoalZero, Land Rover, and G-Shock, to name a few.