ASIA PACIFIC’S CREATIVE TRUTH: JANATH GAMAGE ON HUMAN-FIRST STORYTELLING

Janath Gamage, creative director at Ogilvy SG/WPP@Unilever, asserts that Asia Pacific’s creativity has always existed, now finally recognised globally. In the m25 Global Creative Series, he champions human-first storytelling in the Algorithmic Era, using AI to accelerate execution while preserving originality and emotional resonance at the heart of campaigns.  

In the latest edition of the m25 Global Creative Series, Singapore plays host to a conversation with Janath Gamage, creative director at Ogilvy SG/WPP@Unilever. Gamage’s reflections cut through the noise of today’s advertising landscape, offering a vital truth: Asia Pacific’s creativity has always been present, though only now is the world beginning to truly see it.  

He argues that the region’s craft has historically cleared an “unsaid higher bar” against global standards built elsewhere, and what is perceived as a “rise” is in fact recognition of a long-standing sophistication. For Gamage, this shift is not about Asia Pacific catching up but about the world finally acknowledging its originality and depth.  

The conversation unfolds against the backdrop of an industry transformed by algorithms and attention economies. In an era where the digital scroll and physical stroll are indistinguishable, attention has become the new currency, and algorithms quietly dictate the tempo of culture. Yet, Gamage insists that the heartbeat of unforgettable campaigns remains human. He underscores the urgency of raw, emotional storytelling, which grows stronger as the cultural noise intensifies.  

Central to his philosophy is the idea of “medium-fluid” creativity. Good ideas, he explains, are not confined to a single format but flow seamlessly across activations and experiences. This adaptability is crucial in the Algorithmic Era, where platforms and technologies evolve rapidly. Gamage’s approach is practical and human-first: he sees AI not as a replacement for creativity but as a tool to accelerate execution. By using AI to handle repetitive tasks, he gains more time to focus on the human craft that makes work feel original and emotionally resonant.  

His perspective reframes the narrative of Asia Pacific’s creative industry. Rather than being a region on the rise, it is a hub of sophisticated, boundary-pushing creativity that has long existed but is now being recognised globally. This recognition, he suggests, is reshaping the way the world views advertising from Asia Pacific—not as derivative but as a source of innovation and originality.  

Gamage’s insights highlight a broader truth about the future of advertising: while technology shapes the pace, it is human imagination that defines the soul of campaigns. The interplay between AI and human creativity is not a battle but a partnership, one that allows storytellers to focus on what truly matters—crafting work that feels authentic, emotional, and unforgettable.  

As the industry continues to navigate the complexities of the Algorithmic Era, Gamage’s reflections serve as a reminder that creativity is not about chasing trends or algorithms but about connecting with people. Asia Pacific’s creative power, long underestimated, is now being seen for what it has always been: a force of originality and craft that sets new standards for global advertising.