AirAsia brand co. Appoints Multi-Hyphenate Ta-ku as Creative Director
Igniting Asean’s Creative Pulse with Fresh Vision and Innovation
KUALA LUMPUR, 8 October 2024 – In a groundbreaking move that signals its bold march toward becoming Asean's leading creative force, AirAsia brand co. (Abc.), is excited to announce the appointment of Ta-ku, also known as Regan Mathews, as its new Creative Director. This strategic move aligns with Abc.’s bold ambition and strong creative foundation to become a leader in brand and creative development in the Asean region, leveraging its strong presence across iconic brands in aviation, aviation services, logistics, and digital industries, including fintech, travel, and hospitality.
With a stellar track record spanning music, photography, and creative industries, Ta-ku brings a fresh, innovative approach that will amplify AirAsia’s core pillars of People, Places, and Passion. His leadership is set to redefine storytelling and build stronger emotional connections across Asean, positioning Abc. as a trailblazer in branding excellence.
Abc. Sparks Asean's Next Creative Revolution
As the creative industry evolves, Abc. is at the forefront of fostering Asean’s creative growth, with dynamic brands that are making moves into the IP and Licensing industry. Under Ta-ku’s leadership, the focus will be on propelling AirAsia to new heights by leveraging innovative branding solutions that align Abc.’s visionary approach with Asean’s rich cultural diversity and communities. From celebrating local stories and diverse voices to igniting fresh, immersive narratives that bridge cultures and create new experiences, Ta-ku will be key to ensuring the AirAsia brand continues to strengthen emotional ties with consumers.
Ta-ku expressed his excitement in joining Abc., noting, “I’m honoured to join Abc. at such a transformative time, as the world looks to the Asean region for long-term creative leadership. Branding is more than just visuals - it's about building deep, meaningful connections through storytelling, fostering lasting communities, and creating networks that elevate brands for the future. I’m looking forward to working with our talented team and partners to craft innovative narratives that not only resonate with our consumers but also build lasting, impactful relationships in the industries that are shaping Asean’s future.”
Rudy Khaw, Chief Executive Officer of Abc. said, “With a deep connection to our Asean roots, Ta-ku, who is also of Filipino heritage, brings a powerful combination of creative vision and a passion for community-building. In line with our pillars of People, Places, and Passion, our goal is to tap onto Ta-ku’s leadership to build lasting brand loyalty and foster meaningful connections across a diverse, well-rounded media ecosystem. This marks the beginning of a new era where we champion creativity and culture across Asean, turning communities into lifelong brand advocates.”
Khaw added, “Ta-ku brings a rare combination of artistry and a passion for communities, which will connect the AirAsia brand to the region in new and innovative ways. He will play a pivotal role in helping the AirAsia brand to differentiate themselves in highly competitive markets. This appointment marks the beginning of an exciting new chapter for AirAsia as we position ourselves to lead the creative revolution across Asean.”
Transforming Brands, Shaping the Future
As Creative Director, Ta-ku will oversee all aspects of the AirAsia brand's creative strategy as it develops to engage with consumers through championing the Asean region and in the spirit of ‘Daring to Dream’, working closely to deliver brand experiences beyond its airline, travel platform and more. The focus will be on creating innovative solutions that align with the company’s vision of being an Asean creative incubator and showcasing what this region has to offer, from talents to new experiences. By blending innovation with cultural relevance, Abc. aims to position AirAsia at the forefront of Asean's creative future, showcasing the region's talents and offering consumers new, transformative experiences.
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About AirAsia brand co.
AirAsia brand co. (Abc.) oversees the management of the AirAsia masterbrand and other intellectual property (IP) developed for Capital A Group’s brand expansion initiatives. This includes licensing the AirAsia brand and associated IP through trademark agreements with both Capital A and AirAsia Aviation Group as well as strategic licensee partners outside of the group. Through these strategic partnerships, Abc. ensures consistent brand representation while unlocking new opportunities across diverse industries.
About Capital A
Capital A is an investment holding company with a portfolio of synergistic travel and lifestyle businesses that leverage data and technology, including the world’s leading low cost airline AirAsia, Capital A Aviation Services group, online travel agent platform AirAsia MOVE and fintech BigPay as well as logistics venture Teleport. Capital A’s vision is to create and deliver products and services that focus on offering the best value at the lowest cost, underpinned by robust data accumulated over 20 years in operation and one of Asia's leading brands that remains committed to serving the underserved.
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