[Interview] Stephan Schwarz, Executive Creative Director, LePub Singapore

Stephan Schwarz serves as Executive Creative Director of LePub Singapore and APAC, an agency known for its fusion of data, culture, and creativity.

In this interview with Marketing Report, Schwarz explains how the agency is integrating innovation into its creative output in one of the world’s most diverse regions, the key trends in APAC's advertising and creative landscape and how they are shaping LePub's approach.

What excites you most about leading creativity in the APAC region?

The sheer diversity and energy of APAC markets is what gets me up every morning. You have markets like Japan where precision and craft are paramount, then you shift to India where storytelling is deeply emotional and culturally rich, then to Southeast Asia where mobile-first behaviours are reshaping everything. Each market demands a different creative lens, but they all share this incredible appetite for innovation. It's like conducting an orchestra where every section plays a different instrument – the challenge is creating harmony while celebrating what makes each unique.

LePub is known for its unique fusion of data, culture, and creativity. How are you adapting or evolving that model specifically for the APAC region?

In APAC, instead of starting with global data and adapting culturally, we're starting with hyper-local cultural insights and scaling the data from there. Take our work in Vietnam versus Singapore – the digital behaviors might look similar in the data, but the cultural context is completely different. It’s all about understanding how people are behaving in specific markets.

What are the main opportunities and challenges when applying the LePub model in culturally diverse markets like APAC?

The opportunity is enormous. APAC consumers are incredibly sophisticated and hungry for authentic connections with brands. They can spot inauthentic global adaptations from miles away. We've learned that there are universal human truths that transcend borders, but they need to be expressed through local cultural codes. It's about finding that sweet spot between being globally relevant and locally resonant.

How do you measure creative success beyond awards—especially in a region where digital engagement and consumer behavior are rapidly evolving?

If you look at the work from LePub globally, you’ll see we are passionate about creating experiences that make consumers feel something.

So, we look at the depth of engagement, not just breadth. Are people creating their own content around our campaigns? Are they sharing it in their local language and cultural context? We also track brand behavior change: did our creativity actually shift how people interact with the brand in their daily lives?

LePub works with global brands like Heineken. How do you tailor global campaigns for APAC audiences without losing the brand's essence?

With Heineken, we've learned that the brand's essence – that spirit of openness and bringing people together – actually becomes more powerful when expressed through local cultural experiences. Look at Trust Bars in Korea. This is an idea that could only have emerged there because a trusting, self-service culture are truly rooted in Korean habits.

With AI and new technologies reshaping the creative process, how is LePub integrating innovation into its creative output?

We have a dedicated capability called LeGarage, which harnesses technology to shape culture. In Singapore, LeGarage is led by Sergey Mast, Creative Director, Art & Code. We use AI to create technology-driven brand experiences. We use it front and center to enhance human intelligence and the creative process. We use it for visuals, video, 3D, vibe coding for rapid prototyping, and so on. AI is merely the most effective and amazing tool ever created. But at the end of the day, it's a tool. Our bigger mission is to find useful roles for tech in our clients’ worlds to enhance brand engagement.

What key trends in APAC's advertising and creative landscape are shaping LePub's approach?

APAC is such a huge region, there isn’t a “one size fits all” answer. And that’s what makes it so interesting.

The rise of creator culture is huge—but it's different in every market. In Korea, it's about K-culture influence; in Indonesia, it's about micro-influencers in local communities; and I could go on and on.

We're also seeing this interesting trend where consumers want brands to be culturally fluent, not just culturally aware. They expect brands to understand local context deeply enough to contribute meaningfully.

Brands today face increasing pressure to be socially responsible. How does LePub help clients balance purpose and creativity in APAC?

In the last few years, brands have often endorsed social causes because it was the “right” thing to do. And while we need to operate in a responsible way, LePub is proudly an agency that solves business challenges. Business should not be a forbidden word for creatives.

On the contrary, when we create ideas or activations, our ideas serve the consumers but also the brand. This is particularly true for Heineken. The “Backing the Bars” platform was born out of the pandemic but continues to this day with new instalments like “Starring Bars”, which proudly drives business for Heineken distributors and bar owners – while driving Heineken’s business, too.

What's your vision for LePub's growth and influence in the APAC creative industry?

I want LePub APAC to be the agency that proves creativity and cultural intelligence can drive business growth. We're not just making ads; we're helping brands become culturally relevant participants in their markets. My vision is that when people think about brands that truly "get" APAC culture, they think of LePub Singapore. We want to set the standard for how global creative agencies can authentically connect with local markets while maintaining brand consistency.

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