Legendary adman Neil French passes away at 81 after shaping Asian advertising

Legendary advertising creative Neil French has passed away at the age of eighty one in Majorca, marking the end of a career that reshaped how the industry views Asian advertising and long form storytelling.

Born in Britain, French became one of the most recognisable creative voices in global advertising, but it was his work in Singapore, Hong Kong and Thailand that turned him into a towering figure across the region. At a time when much of the international industry was still heavily centred in Western markets, he helped put Asian campaigns on the global awards map, proving that work from the region could be both creatively daring and commercially sharp.

Across his long career, French was associated with major agency networks including Ogilvy and Mather and WPP. He built a reputation for bold, witty and often unconventional campaigns that turned brands into stories people wanted to talk about.

Among his most celebrated pieces of work are campaigns for Chivas Regal and Kaminomoto Hair Tonic, along with the famously fictitious XO Beer. The latter, created for a made up brand, was promoted so convincingly that people reportedly tried to order it in bars, a testament to how powerful and persuasive the narrative felt.

French influence extended beyond individual campaigns. His creative leadership and insistence on strong writing helped shape the culture of agencies in the markets where he worked, raising expectations for craft and originality. Many creatives in Asia cite him as a mentor or reference point, whether they worked with him directly or grew up studying his work.

Over the years, he received several of the industry most prestigious honours, including the Clio Lifetime Achievement Award, induction into the AWARD Hall of Fame, the New York Festivals Lifetime Achievement Award and the Lotus Legend Award at ADFEST. These recognitions underscored not just his output, but his larger contribution to creative standards in advertising.

Neil French passing leaves a noticeable gap in an industry that still debates and celebrates his work. His legacy lives on in the many campaigns he crafted, the talent he influenced, and the belief that smart ideas and sharp writing can come from any part of the world and still resonate globally.