40 Under 40 2024: Matthew Zeng, DSTNCT

Matthew Zeng

Co-founder and managing director
DSTNCT
Singapore

A Forbes Asia 30 Under 30 laureate, Matthew Zeng co-founded DSTNCT and leads its business strategy. Under his leadership, the agency has grown into a 70-person team, delivering national and regional campaigns across sectors like arts, culture, sustainability, and education. Founded in 2014, DSTNCT was born out of Zeng’s desire to move beyond gimmicky advertising, focusing instead on solving business problems with creativity. His pragmatic approach, shaped by his upbringing, has earned him recognition, making him the first creative agency owner in Singapore to join the Forbes list.

Zeng has transformed DSTNCT into a leading creative agency known for its impactful public sector work. He has redefined the perception of government projects, emphasising creativity and societal impact. Under his leadership, DSTNCT became one of the top five most-used creative agencies by the Singapore government, winning over 30 awards for its public sector campaigns. His innovative work includes a documentary series on post-pandemic Singapore.

Beyond public sector success, Matthew has also been instrumental in private sector projects for clients such as Mediacorp, AIA, Capitaland Malls, Starbucks, and Grab. At just 26, he oversaw one of AIA's biggest campaigns, introducing David Beckham as its global ambassador.

A leader who believes that ‘people make culture, and culture makes companies’, Zeng wrote DSTNCT’s Culture Code to assert his leadership values. The Code emphasises that everyone is creative and encourages the dynamic exchange of roles, where students become teachers and vice versa. Zeng also invests heavily in his team’s growth, sending them on global learning trips to conferences and summits. His leadership has built a strong, inspired core, blending industry veterans with emerging talent.

Zeng has woven diversity and inclusion into DSTNCT’s fabric, inspired by Singapore’s Ethnic Integration Policy. He promotes equal pay based on role rather than qualifications and values communication skills over industry experience. Meanwhile, his advocacy for LGBTQ+ rights is exemplified by the SGMoji campaign, which received acclaim. Since founding DSTNCT, Zeng has also engaged with leaders across various sectors to elevate local creativity.