40 Under 40 2024: Neel Chhaya, DDB Group

Neel Chhaya

Managing partner and regional client director
DDB Group Asia
Singapore

Those who work with Neel Chhaya, managing partner and regional client director at DDB Group Singapore, describe his leadership as kind, positive, and possessing an unwavering drive. Rising through the ranks, Chhaya stepped into his current dual roles at the age of 35—with his ascent reflecting a unique combination of strategic acumen and empathy, making him one of the youngest to lead at this level within the agency.

With 16 years of experience across global agencies, including McCann Worldgroup, OgilvyOne Worldwide, and The Bonsey Design Partnership, Chhaya has cultivated deep expertise across multiple sectors. Throughout his career, he has been instrumental in driving significant business growth and operational improvements. At DDB Group, his near-80% success rate in blue-chip pitches is a testament to his ability to secure high-profile clients including Audi, McDonald's and MSD. His efforts in stabilising the agency’s project-based portfolio have not only resulted in more consistent revenue streams, but also in the acquisition of long-term client relationships.

Among many other initiatives, Chhaya also spearheaded the creation of a specialist healthcare practice culminating in a client win with MSD's oncology business, projected to deliver substantial revenue growth by year-end. Additionally, Chhaya developed the ‘Cortex & Flex’ model, which optimises service delivery by leveraging a core team in Singapore, supported by flexible teams across other markets. This model has improved operational efficiency and client satisfaction by offering agile and scalable solutions. In addition to driving revenue and innovation, Chhaya’s operational improvements have helped the agency win more integrated accounts, enabling DDB Group to provide end-to-end services across creative, media, and digital. His ability to identify market opportunities and adapt service delivery has been critical in navigating the challenges of fluctuating market conditions.

Chhaya is also deeply committed to inclusion. His leadership style and initiatives emphasise collaboration and mental health, fostering a supportive environment where teams can thrive. The DDB Transforms programme focuses on upskilling employees in emerging tools and technologies such as AI. By the end of 2024, DDB Group aims to have 100% of its employees trained in these technologies.

A strong advocate for employee wellbeing, Chhaya also introduced the DDB Empath initiative to foster a collaborative and inclusive culture. This programme improves team dynamics and work efficiency, creating a workplace where employees feel supported. Chhaya’s efforts in this area have been widely recognised within the agency, contributing also to faster work processes and enhanced creative output.

Beyond his internal contributions, Chhaya is invested in shaping the future of the industry. His Better DDB Grant programme focuses on mentoring interns and building a pipeline of future talent. To date, it has brought over 145 interns into the agency, addressing the talent shortage across the Asia Pacific region.

In every role, Chhaya demonstrates a strategic vision paired with a people-first leadership approach, driving both business success and the development of a thriving, inclusive workplace culture at DDB Group Singapore and beyond.