After more than two decades shaping creative work across Asia he returned to Hakuhodo in June 2025 following a short stint exploring other networks. The return marked a clear choice to double down on work with purpose culture and people at its core.

Woon believes creativity only matters when it connects with real lives. At Hakuhodo he champions seikatsusha thinking seeing people not as targets but as humans with context emotion and contradictions. This belief drives his focus on experiential creativity ideas that move beyond communication into lived experiences that people can feel use and share.

Known for sharp instinct and calm clarity, Woon is a builder of both ideas and teams. He creates environments where talent feels safe to take risks and where brave work is expected not accidental. Under his leadership teams in Indonesia have produced work recognized globally across Cannes Lions, D&AD, The One Show, Clio, Adfest, Spikes Asia and more.

In 2021 he was ranked the third most awarded Chief Creative Officer in Asia Pacific by The One Club and he continues to serve as jury at major global and regional award shows.

What defines Woon is intent. He sees creativity as a responsibility to make brands meaningful in everyday life. Not louder. Just more human.