‘I’m an enabler’: Winston Zhang, TIA Studios managing editor

Hi, I’m Winston Zhang, managing editor of Tech in Asia Studios. You might have seen my name in the byline of articles in our internal profiles series: I’ve written this one about our head of Studios, Kelyn Koh, and this one about the events team members behind our new conferences this year.

But today, I’m writing about myself.

I’m not going to write about my dog, but here he is with me. His name’s Baxter, he’s a mini dachshund. / Photo credit: Christine Toh

I had planned for the first three profiles in this series to introduce people from across different functions in Studios while also showing what the team can do: the big-picture strategy, our events capabilities, and last but not least, our content and storytelling expertise.

My role can sometimes defy definition, so I thought it would be interesting to let people know what the managing editor of the client-facing side of Tech in Asia does.

So, here I am. And here we go.

You can’t get the sound from a story in a magazine

Let’s focus on the “editor” part of my job title first. I do a ton of editing every day, mainly for the client articles that my team of writers produce. But over time, the scope has come to include video subtitles, social media captions, and website copy, among many other materials. How busy my day is usually depends on how many of these edit requests come in; sometimes they rush in all at once like trends going out of style.

This might seem like a plug-and-play kind of skill, but I’d argue that it’s something that can only be done right after a few years of being in the company. Besides grasping fundamental elements like house style and tone, seeing and experiencing our other offerings – such as our flagship conferences and branded events – informs the editing process.

The majority of my work takes place at the computer, but there’s nothing like being on the ground. / Photo credit: Tech in Asia

After all, you have to know the rules well enough before you can break them in the right ways, and getting that steady exposure to all sides of the business is the only way to develop that knowledge properly.

But serious considerations aside, it’s just really fun to get to know what each team does, and how. Inspiration comes from everywhere, and seeing passionate experts perform their craft always sparks my inner fire, which can then fuel and elevate the creative team’s work.

Restart, rebirth, regeneration

I joined Tech in Asia in early 2019 as a partnership content writer. Writing was all I did for about two years, but I’ve always wanted to be a well-rounded type of creative – a Renaissance man, if you will.

While I’m not some quadruple threat (not yet, anyway), I’ve expanded my skill set to include hosting and moderating. Besides wanting to legitimately use Troy McClure’s famous “you may remember me from” line, I wanted to explore other ways to develop my communication and creativity skills. Speaking to and gaining insights from the tech world’s thought leaders and changemakers live and on stage is arguably the most engaging way to do just that.

The stage is a bright and fun place. / Photo credit: Tech in Asia

After moderating sessions virtually and in-person, from small internal events to the main stage of Tech in Asia’s conferences, I can safely say that I thoroughly enjoy the experience. There’s just something about the chaos of being live that spices things up in a way that writing can’t, even though writing will always be my first love.

The mighty arms of Atlas hold the heavens from the earth

I don’t get to do much hands-on client work anymore, but I still cherish every opportunity I get to ideate, pitch, and create impactful content.

I find it fulfilling to help clients connect with the people they need to in meaningful and subtle ways. After all, sometimes the most important messages aren’t the ones you actively look for, and my unorthodox and winding path to creative work is a testament to that.

Before joining Tech in Asia, I never seriously thought of writing as a full-time job even though I’ve loved it since I was in primary school and did loads of it in university. I did work in public relations after graduating, but that’s not quite the same thing.

If I remember correctly, this was taken towards the end of a long day. / Photo credit: Christine Toh

I’ve also been the humble recipient of so much help and mentorship – intentional or not – from various figures in my life. From teachers at each stage of my education and writing for Kein Chua and The Pick and Roll to all the amazing people I’ve worked with and under at Tech in Asia, a series of “right time, right place” instances have shaped me and the path I’ve taken.

Their help has instilled a sense of curiosity that has led to me penning articles in which I’m interviewed for a job by a robot or pondering the time-travel nature of being a European football fan.

Which brings me to why at Studios, we call our work partnership content. It’s not an attempt to differentiate from the usual term used (“branded content”) – it’s simply a more accurate term because every project has the potential to be a deep and meaningful collaboration in more ways than what seems possible on the surface.

Be free with your tempo

Last but not least, the “managing” part. You’ve probably noticed by now that collaboration is the theme threading through this article. That’s intentional, as it reflects the reality of day-to-day life at Tech in Asia.

A manager is really only as good as their team, and our creative folks are … well, really creative. We’ve put a hotpot spin on digital transformation and devised a choose-your-own-adventure journey out of the challenges software developers face. We’ve even combined writing with hand-drawn visuals, animations, and interactive elements to produce this one for Prudential.

Teammates, past and present. Everyone here has inspired me in one way or another. / Photo credit: Winston Zhang

The team is divided into sub-squads that specialize in specific mediums, but when clients engage Studios, they’re getting access to a diverse group with a wide range of expertise and abilities, regardless of the deliverable in the agreement.

Come on, everybody

This kind of cross-functional collaboration applies to Studios as a whole. For example, the creative team has been more involved than before in the presentation, content, and coverage of our signature events like the Tech in Asia Conference this year.

Where do I figure in this puzzle? I’m the team enabler: My job is to provide the parameters, suggest upgrades, and connect different parts of the team where it makes sense. It’s something that comes with being exposed to and appreciating the medium- and long-term plan.

Frankly, that’s how it is as managing editor. When I took on the role, it was always with the idea to serve my team and help my other colleagues to make a bigger impact.

That’s the same energy we bring to our partnership work. Our clients are the stars, and it’s up to us to shine the brightest light on them.

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