How to be an Advertising Pro

A creative director at Leo Burnett and a member on the WKWSCI Alumni Advisory Board, Adrian Yeap (CS’07) shares his views on what makes a good advertising campaign.

Adrian Yeap returns to his alma mater to share more about his journey as a Creative. PHOTO: NIGEL CHAN

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After Adrian Yeap (CS'07) graduated from the Wee Kim Wee School of Communication and Information, he landed a job as a junior copywriter at Leo Burnett. A decade later, after winning over 90 awards at notable advertising companies such as Saatchi & Saatchi, DDB and Ogilvy, he rejoined Leo Burnett as a creative director in 2017.  

In 2016, he became the only Singaporean to win back-to-back D&AD Yellow Pencils, one of the most coveted awards in the advertising industry. 

One of his remarkable campaigns include this year’s McDonald’s McGriddles campaign. As part of the campaign launch, a previously removed breakfast menu item, the sausage McGriddles with egg meal, was made available at its SpringLeaf Tower outlet. The first 100 patrons to purchase the meal were given exclusive McGriddle hoodies.

Another one of his noteworthy works was the 2012 Action For AIDS campaign. Action for AIDS is a non-governmental organisation fighting AIDS/HIV infection in Singapore. The campaign featured local celebrities and members of the public reading letters penned by AIDS sufferers. This campaign resulted in an increase of 20% in HIV testing. 

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From Mcdonald’s to Singtel, and ESPN, Yeap has had experience working with many renowned companies. Now an advisor of WKWSCI’s advertising curriculum, Yeap spills the beans on how to become an advertising pro.

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