5 Minutes with… Jan Hendrik Ott
ECD at BBDO Beijing, Jan Hendrik Ott is a copy-based creative leader with over 20 years of working experience in Europe, the Middle East, South East Asia and China. He has worked for independent agencies like Jung von Matt and Serviceplan as well as big networks like DDB Berlin and BBDO China.
Since his early career Jan has worked on iconic brands such as IKEA, Volkswagen, Nescafe, Carlsberg, Mars, Mercedes-Benz, and BMW. He was also one of the four Global CDs working on the very successful global relaunch of Jaguar in 2012. Jan's work has been awarded at all major international award shows including Cannes, LIAs, D&AD, CLIO, Cresta Awards, New York Festival, MadStars, One Show and many more.
In this interview with LBB’s Sunna Coleman, Jan shares the creative principles he lives by, what he’s learned from working across the globe, and how China went from catching up with global marketing trends to becoming a leading example.
LBB> You have over 20 years of experience in advertising. What are some of the biggest lessons you have learned in that time?
Jan> I’ve realised that the most valuable lessons don’t come from one grand moment, but from the daily grind of learning and evolving. In advertising, staying curious, open–minded, and adventurous is crucial. To consistently create ideas that captivate audiences, you need to understand what resonates with them – not just today, but in the context of the broader cultural and societal shifts. That’s why continuous growth is key for a creative. You have to be plugged into what’s happening in the industry, but also pay close attention to cultural trends and societal changes. This constant state of evolution is essential for staying relevant and impactful.
LBB> You’ve worked across Europe, the Middle East, South East Asia and China. Tell us about the creative similarities and differences you have come across from different regions.
Jan> We all know there are ideas that transcend borders and resonate universally. Campaigns like ‘Real Beauty’ or ‘Dumb Ways to Die’ are global benchmarks that anyone in the industry can admire. However, what truly fascinates me are the deeply local insights and cultural nuances that only work in specific regions or countries. These are the ideas that are often difficult to replicate elsewhere because they are so rooted in the local context. That’s what makes working in diverse markets so inspiring: tapping into those local quirks, understanding what drives people in different parts of the world, and then crafting something that speaks to those unique sensibilities.
LBB> What are some of the most exciting industry developments and trends in China at the moment?
Jan> When I first arrived in China in 2009, it felt like the country was still trying to catch up with global marketing trends. Many foreigners, like myself, were brought in to help to lead local agencies. But when I returned to China in 2022, the landscape had shifted. Today, China has developed its very own distinct style and identity, and like everything here, it’s evolving at China speed.
One key thing to remember is that platforms like Instagram, X, and TikTok don’t exist in China. Instead, China has developed its own ecosystem with local platforms like WeChat, Xiaohongshu, and Douyin (the Chinese version of TikTok), each with unique algorithms, trends, and user behaviour.
What’s fascinating to me now is that the dynamic has flipped: global brands are the ones adapting to the Chinese market, rather than the other way around. A good recent example of this is Nike’s pop–up soup shop for runners in Guangzhou. By authentically integrating the brand into local culture, this single pop–up store generated more buzz and brand love here than any global Nike campaign this year. It shows that brands need to engage with China in a way that feels genuine and culturally relevant. But at the same time, as an agency, our job is to make sure that, while the idea feels local, it remains true to the core essence of the brand.
LBB> In your opinion, what are the main challenges that the industry in China/Asia is facing at the moment, and how can it work to tackle them?
Jan> The advertising industry in China, like much of the world, is facing a bunch of challenges right now. Along with the rapid changes brought by the AI transformation that agencies globally are navigating, we’re also grappling with the economic slowdown and uncertainties surrounding global trade, an issue that is particularly felt in China.
When I first came to China, what really stunned me was the massive budgets available. I’ve shot 60–second commercials here with budgets similar to some full–feature film productions in Germany. But today, those budgets are shrinking, while on the other hand the complexity of campaigns is rising as media landscapes become more fragmented and target audiences more diverse.
I’m not an economist, so I’m not going to pretend I have the solution to fix global economy, but as a creative, I do believe engaging campaigns can contribute in their own way. From an operational standpoint, I think leveraging AI to work faster and more efficiently is definitely the way forward. By further integrating AI into our workflows, we can better align the volume of work with available budgets. But let me be clear: I’m not talking about replacing people with AI but to make our processes more sustainable to give us more time for ideation and crafting to produce high–quality, impactful campaigns.
LBB> From recent years, which campaigns from your portfolio are you most proud of?
Jan> One campaign I’m particularly proud of is ‘The Back Rack Hack’ for Harbin Beer – not just because it won us some awards, but because it was built around a simple yet powerful human insight that everyone knows, but no one had ever really tapped into before: if you want a cold beer, you need to grab one from the very back of the fridge. We paired this common behaviour with a clever design solution that transformed the least favourable retail space (the back of the fridge, behind the competition) into a standout feature. The result was a remarkable sales boost of over 20% in participating stores. It was a simple, effective, and refreshingly original approach.
Another campaign that stands out for me is the one we did for the Mercedes CLA. From the city takeovers in Shanghai, Beijing, and Guangzhou to the unexpected collaboration with McDonald’s and the playful content, it really connected with people and gained a lot of engagement. I believe it was the blend of creativity and cultural relevance that resonated deeply with our young target audience, as it wasn’t the usual advertising but content and experiences they genuinely wanted to be part of. The campaign really helped rejuvenate the Mercedes brand in a very complex market, something we were all very proud of.
LBB> How would you describe your approach to creativity, and to leadership more generally?
Jan> My approach to creativity is deeply rooted in the early years of my career at Germany’s creative powerhouse Jung von Matt. One of their core beliefs is ‘never be satisfied’, which means never settling for the first good idea but pushing for something even better. Of course, in Asia, with the faster–paced work environment, it can be challenging to pursue this level of excellence, but I always encourage my teams to aim for it. Another principle I hold onto is to never simply copy others. I have a strong aversion to seeing a reference used with the intention of replicating it. For me, creativity equals original thinking.
As for leadership, I don’t believe in telling people what to do. I prefer to inspire and convince my team through clear communication and by explaining my thoughts and ideas. This approach generally works well, but it’s not a one–way street. If my team has convincing arguments, I’m always open to being persuaded. Creativity and leadership are about collaboration, not just direction.
LBB> Where do you go to find inspiration outside of advertising, and how do you infuse this inspiration into your work?
Jan> Inspiration, for me, can be found everywhere and it’s all around us if we’re open to it. The more places you visit, the more likely you are to encounter something that sparks an idea. Sometimes it hits you immediately, sometimes when you reflect on it later. That’s why I’m passionate about travel. In October, I visited Vietnam, marking my 60th country, many of which I’ve explored multiple times and in seven of them I lived permanently. But you don’t always have to go far to find inspiration. It’s as simple as exploring your own city, trying something new, and staying curious. For me it’s really about avoiding routines.
