Exit interview: Clarence Koh departs from Naga DDB Tribal after nearly 11 years

After nearly 11 years at Naga DDB Tribal, Clarence Koh (pictured) has decided to step away from the agency. He spent most of his tenure as COO and also served as CEO for 19 months around 2023.

Koh began his journey at the agency in 2014 as a group business unit head, later progressing to head of brand management and then general manager. His final day with Naga DDB Tribal is today, 2 September.

Prior to joining Naga DDB Tribal, he spent close to seven years at McCann Worldgroup, where he was a brand director, group brand director and subsequently head of brand management. He also held account management roles at JWT, Grey Group, and began his advertising career at Lotus Design.

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Reflecting on his departure, Koh admitted the decision was far from easy. “Having risen through the ranks, my attachment to the agency and its culture only grew stronger over the years. I’ve been blessed with a supportive management team and colleagues who made Naga feel like home,” he told A+M. Yet, he explained, over time he found himself moving further from the creative process and strategic thinking that first drew him into advertising.

“For the past two years, I’ve asked myself whether the next 10 to 15 years should continue in management, or whether I’d find more fulfillment being closer to the work again,” Koh said. He added that stepping client-side had also been on his mind, along with reflections on whether breadth without specialisation remained sustainable in a rapidly changing industry. 

The truth is, I don’t have all the answers yet. That’s why I’ve chosen to take a pause to reflect, and recalibrate.

"This pause is necessary so I can plan the road ahead with clarity, not as an agency leader or a manager, but as myself," Koh shared. 

Looking back on his time at Naga, Koh said his experience was defined by a consistent focus on purposeful work. “Alvin [CCO of Naga DDB Tribal] often quotes Bill Bernbach: ‘All of us who professionally use the mass media are the shapers of society. We can vulgarise that society…’ That quote has always resonated with me,” Koh said.

“At Naga, that belief has been a constant. The agency has always stood for purposeful work, not just chasing awards, but creating ideas that influence culture in a meaningful way.” He added that his role involved helping brands spot cultural shifts and human truths, turning them into messages that don’t just sell, but also serve.

For younger creatives entering the industry, Koh offered a simple but firm piece of advice: “Be fearless, but stay humble. Our industry isn’t short of young, budding talent. What’s often missing is the right environment and guidance to help them unlock their potential."

"That’s where leadership comes in. It’s our job to create spaces where creativity can flourish, and that starts with removing fear.” He encouraged juniors to speak up in meetings, even if their contributions might not be perfect, emphasizing curiosity, contribution, and humility as essential traits.

Looking ahead

As for his next steps, Koh said he is taking a deliberate pause. “Right now, my plan is simple: to take some time off before deciding on my next move. After more than 20 years in advertising (and nearly 11 of those with Naga) I feel it’s important to pause, reflect, and reset before committing to the next chapter,” he said.

Koh hopes to eventually land in a role where his strengths can positively contribute, noting his experience across FMCG categories, his understanding of cultural insights, and his people-centric leadership style as qualities he plans to carry forward. Being multilingual and familiar with both Malay and Chinese pop culture has also shaped his perspective on working across diverse markets.

Despite the industry’s transformations over the past decade, Koh said one aspect continues to inspire him: storytelling. He added: 

Stories are the lifeblood of creativity. They feed our imagination and enrich our perspective.

"Through them we learn about others’ struggles, discover things we’ve never known, capture the spirit of the times we live in, and often hold up a mirror to ourselves. What inspires me most is the power of stories to connect,” said Koh.

Looking ahead, Koh emphasised that his departure is not a retreat from the industry, but an opportunity to recharge. “After more than 20 years in advertising, I’ve decided to give myself permission to take a pause; not from life, but from the day-to-day of agency work," he said.

"It’s time to reflect, catch up with people, and learn from different perspectives, so I can return recharged and with fresh clarity," said Koh. "I don’t expect to be away for long, and I would be genuinely excited to be back in the action when the right opportunity comes along."

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