With the chance of being in the entertainment industry, Chan Fong chose to put his Graphics Design degree aside to make way for the start of his new career, which has seen him excel to become one of the most popular DJ’s in Malaysia. Having kick started his live broadcasting back in 1991, today his voice is recognised by many who tune into Chinese radio. Versatile and diligent, his career has also seen him host numerous TV shows and even act in TV dramas.
These days, Chan Fong owns and runs an advertising agency, 180 Degrees Brandcom, working with huge names such as ECO World, Brands, Cuckoo, Old Town White Coffee, Hitachi, OGAWA and many more. Making time for us, he took us on a tour of his new huge agency, which More Design also helped to furnish.
How do you think the entertainment industry has developed since you first started back in 1991?
When I first started, in the Chinese market there was only one government radio station and one private cable radio station, very old school. These days, there are a total of five Chinese stations, many more opportunities to be in the entertainment industry, but that’s not all. When you become a DJ you also have a chance to be a VJ, or TV host, MC etc…
So let’s talk about 18 degrees brandcom. How did that begin?
Whilst I was DJ-ing, I was a silent partner in a company for friend. I eventually learnt more and more about the business and the market and it gradually became a full-time thing. One thing I noticed in the industry was that there were no Chinese advertising agencies here. Many of the agencies you have here in Malaysia are very westernised, and there was gap in the market. So of course when you notice something like that, you take the opportunity and fill the gap. So in 1997, i started ‘doggie advertising’ with my four partners. Why ‘doggie’? Because myself and my partners were all born in the year of the dog. However, in 2002 we split, and I started 180 Degrees with my wife in 2002.
What do you think has made 180 degrees so successful in this market?
It’s a niche market and we have a very strong position in it. Back then, no other agencies wanted to claim to target the Chinese communities as the Malay market was the largest one. Of course people doubted me for suggesting to only focus on the Chinese market, but that’s what made us stand-out. It’s what made us unique.
What has been the most challenging aspect of starting 180 degrees?
The budget definitely. I had a very limited capital after I split with my old partners. When I first started 180, I only had my notebook and cash. 10 of my staffs followed me, and so we set-up in a conference room for around 2 months, which my friend lent me, whilst 180 was being renovated. You have to keep business going no matter what.
And now you’re in a huge office! Tell us about this place.
This new office is 12,00 square feet, on Jalan Ampang. A prime location in the heart of KL. It can comfortably fit a workforce of around 100 I would say, where at the moment I have a team of about 70. We have been growing constantly, but slowly. There’s still plenty of empty space, so I am hoping in the future when we expand more, it will fill.
The styling of the office is pretty great too.
Yes, I wanted to go for something simple and clean. I like white as it makes spaces feel fresh. Lots of natural light plays a big role in this office too, so you will see opened blinds everywhere. I feel as though the space puts my staff at ease and makes them feel more relaxed.
Can you share with us more about your furniture by More Design?
I’m not actually good in design, I’m good in marketing. More Design helped me with the styles of the furniture, making sure everything fit into place and looked good. Most of the pieces were custom-made and I got to choose and pick the colours, the materials and the styles. They gave plenty of advice to me too, and lots of useful suggestions. More Design were great throughout the whole process, even after everything was delivered, they always checked in to make sure I was happy with the products. So a huge thanks to the team at More Design!
That’s great to hear! More Design is pretty good at what they do. So, can you maybe share your best advice for start-ups?
Look for the gap in the market. Don’t think about the money first. Think about what people need and how are you going to give it to them. Only then, when you give what the people need, will the money come in.
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