HK-based creative agency Butter Creative launches

The Bread Digital’s Sunny Yeung (pictured) has launched Butter Creative, a new local creative agency backed by The Bread Digital, where he will serve as managing partner and co-founder.

Reflecting on his 10-year career, Yeung believes the industry must move beyond passive viewing to foster active engagement. While he acknowledges that traditional advertising still serves an important function, he insists the model must evolve.

Today’s consumers are increasingly resistant to being "sold to". "People don't want a sales pitch," Yeung said. "They want stories, experiences, and a reason to stay in the conversation. The brands winning right now aren't the ones with the loudest media buy — they're the ones audiences choose to spend time with."

Butter Creative's core specialisation is brand activation and live events — the formats where audiences choose to show up rather than being interrupted. From that core, Butter also produces TV commercials, key visuals, social, and interactive work, all built on the same principle: engagement should be an interactive journey, not just a message.

“In-person experiences will remain relevant even after the AI revolution,” Yeung said, “That’s why we specialise in activations and live events. We call ourselves Butter Creative because we want our creativity to melt into each brand, blending with the audience, to enrich the work without ever overpowering it."

The same logic shapes how the team itself works. Butter Creative is built to blur the lines between account servicing and creative roles. Every team member brings their own edge, but the work happens in the melt — when commercial thinking and creative thinking stop being separate departments.

Joining the venture is creative veteran Tony Tsang, who takes up the role of executive creative director. Tsang will co-lead the team alongside Yeung to achieve these strategic objectives. "Tsang's instinct for the work and the way he reads a room are both rare," Yeung said. "Having him as a co-lead from day one means Butter Creative doesn't have to grow into its creative ambition — we start there."

Yeung and Tsang both will continue as director of business and group creative director at The Bread Digital alongside leading Butter Creative. Eddie Ngan and Kenneth Wan, co-founders of The Bread Digital and Hang Law, creative partner of The Bread Digital, frame the launch as the start of a wider plan.

"TBD has always been about giving clients integrated answers," they said. "Butter Creative lets us put a dedicated creative and activation engine alongside that — same group, sharper specialisation. It won't be the last move of this kind. We're building TBD as a house of expert-led shops, and Butter is the first."

KK Tsang, CEO of The Bees, added: “Consumers don’t want another ad; they want a reason to lean in. Butter Creative is built for a world where creativity melts into the brand and engagement feels like a choice, not an interruption. That’s the kind of agency The Bees is proud to back."

MARKETING-INTERACTIVE has reached out to Butter Creative for more information.

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