In brief
AirAsia brand co. (Abc.) has appointed Ta-ku as Creative Director, according to the company’s announcement from Kuala Lumpur. The release says he will oversee the AirAsia brand’s creative strategy and work on brand experiences across its airline, travel platform and other areas. Abc. says the appointment supports its goal of developing creative work rooted in Asean’s cultures and communities, and of expanding its activity in intellectual property and licensing. Ta-ku’s background spans music, photography and creative industries, the company says. Abc. Chief Executive Officer Rudy Khaw said Ta-ku’s role would include strengthening connections with consumers and differentiating the AirAsia brand in competitive markets. The company describes the appointment as part of its broader effort to develop its creative presence in the region.
Key takeaways
- AirAsia brand co. named Ta-ku its Creative Director.
- The company says he will oversee creative strategy for the AirAsia brand.
- Abc. says the role will focus on Asean stories, culture and consumer connections.
- Ta-ku’s stated creative background includes music and photography.
Igniting Asean’s Creative Pulse with Fresh Vision and Innovation
KUALA LUMPUR, October 9, 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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Questions around this news
What will Ta-ku do as AirAsia brand co.’s Creative Director?
According to the announcement, Ta-ku will oversee the AirAsia brand’s creative strategy. His remit includes developing brand experiences beyond the airline and travel platform, with a focus on representing the Asean region and its talent. The company says it aims to use this work to strengthen consumer connections and support its ambition to act as a creative incubator.
Who is Ta-ku, and what experience does he bring to the role?
Ta-ku is the professional name of Regan Mathews. The release describes his experience across music, photography and creative industries, and notes his Filipino heritage. AirAsia brand co. says it selected him for his creative vision and interest in community-building, which the company intends to bring to its brand storytelling and consumer engagement.
What does AirAsia brand co. manage?
AirAsia brand co. says it manages the AirAsia masterbrand and other intellectual property created for Capital A Group’s brand expansion. Its work includes licensing the AirAsia brand and related intellectual property through trademark agreements with Capital A, AirAsia Aviation Group and strategic licensee partners outside the group. The company says this helps maintain consistent brand representation.
What does brand licensing mean?
Brand licensing is an arrangement in which a brand owner gives another party permission to use specified brand assets, such as a name, logo or other intellectual property, under agreed conditions. The agreement may set out permitted products or services, quality standards, duration and payment terms. Licensing can allow a brand to appear in markets or categories beyond its owner’s direct operations.
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