What Truly Defines Brilliance in Business Awards

The Brilliance Panel is a new series from the International Brilliance Awards™, where we speak directly with our judges to understand what truly stands out.

In this edition of The Brilliance Panel, Chow Kok Keong, Senior Creative, Brand Communications Leader, Atomic, shares his perspective. His insights are shaped by over three decades of leadership in the creative industry, leading agencies across the diverse and complex markets of Southeast Asia.

From finding universal human truths in multifaceted cultural landscapes to balancing bold artistic risk-taking with measurable brand impact, Chow brings a deeply human-centric approach to brand communications. In this interview, he shares what he will be looking for when reviewing entries, the common mistakes entrants often overlook, and what truly defines “brilliance” in a world full of noise.

You’ve built an impressive career leading agencies across Southeast Asia. What experience has shaped your creative philosophy the most?

For me, it’s passion. You have to truly love what you do, regardless of the role. I’ve been in the creative industry for over three decades, and I’m still as excited as ever to see where the business is headed next.

Having served as a Chief Creative Officer, what is your secret for leading teams to create campaigns that work on a global scale while staying culturally relevant?

Communication in Southeast Asia requires navigating incredible complexity; you often have multiple races, cultures, and religions within a single market. My secret is finding that ‘universal human truth’ that allows a campaign to scale globally, while ensuring the execution remains culturally nuanced and relevant to the local audience.

What have you learned about making sure a brand’s message doesn’t get lost across multiple channels?

I’ve learned that everything starts with the brief. A right and clear brief ensures the messaging remains consistent while giving us the space we need for creative expression. When the brief is sharp, it acts as a North Star that keeps everyone on the same path, no matter how many different directions the creative execution takes.

What separates a campaign that truly resonates with people from one that is just “noise”?

At the end of the day, we are talking to humans. I believe campaigns rooted in deep human insights are what truly resonate, whereas everything else just becomes noise. People have a very high filter for advertising these days, and they can sense when something is superficial.

How do you balance the need for artistic risk-taking with the practical requirement for measurable brand impact?

Safe work gets safe results. If a brand wants to truly stand out, they need to be bolder. Yes, it carries a certain level of risk, but if the idea is relevant and culturally correct for the market, then it is still ‘safe’ to take that risk, and the results could be unexpectedly impactful. To achieve that balance, experience definitely helps.

As you prepare to review entries for the International Brilliance Awards™, what will you be looking for first?

I’m looking for originality, something that has never been done before. I want to see work that makes me stop and wonder, ‘Why didn’t I think of that?’

What, in your view, will separate a strong entry from one that doesn’t quite stand out?

It comes down to ideas that touch the heart. After all, juries are human, and so are the consumers we create for.

What is one thing entrants often overlook when preparing their submissions?

Clarity. It’s easy to get caught up in the production value or the cleverness of the execution and forget to clearly explain what the problem was and how your idea solved it. If a judge has to struggle to understand the core concept, the brilliance of the work is lost. Being concise and direct about the “why” and the “how” is just as important as the work itself.

What does “brilliance” mean to you?

Brilliance means creating work that connects emotionally while driving action. It should touch people’s hearts, ignite their desires, and ultimately deliver measurable business results.

About the International Brilliance Awards™

The International Brilliance Awards™ are a global business awards programme recognising organisations, teams, and individuals who deliver real, measurable impact. Established in 2014, the awards bring together entries from across industries and countries, all reviewed through an independent judging process focused on strategy, execution, innovation, and results.

For those preparing to enter, understanding how submissions are evaluated and what judges look for can make a real difference.