Hasta La Creative!

I was recently headhunted to join Grey Advertising in Singapore. I’ll be Associate Creative Director for the Panadol global account for GSK. Including other brands (Lucozade/Horlicks) for the Asia Pacific region. I just left Leo Burnet Dubai two weeks ago, and currently in London on a break between jobs.

Why are you into Advertising?

Actually fell into it by accident. Was half way through my Chemistry degree at UMIST University in Manchester when I found out about it. Fell in love with the idea of ideas, enrolled for the BA (Hons) Advertising & Marketing Comms course at the Watford campus of University of Hertfordshire, and never looked back.

Did you attend school for fine art or design or Communications?
At Watford, I chose the BA (Hons) degree over the one-year copywriting course just for backup. I practised copy on the side during those 3 years though.

How have awards impacted your career?
Well they definitely get you noticed, but they’re not everything in my opinion. The biggest rewards are the results for the brands, reflected at the Effies. And I sure would prefer a few more of these under my belt. That’s what I personally strive for for every brand.

Were there any particular role models for you when you grew up?
Regarding advertising none at all. In general, my parents and brother. In football, Ian Wright (Arsenal).

Who was the most influential personality on your career in Advertising?
The man who told me I had no future in Advertising. He was the closest person I had to a mentor after completing my degree and when I was struggling for a job. Then he told me to forget advertising and try something else. So walking home I wondered what I was going to do now that I had zero support. Then just before I entered my apartment, I said to him in my head; “fuck you.” And never looked back.

Where do you get your inspiration from?
From within. I have my own objectives wherever I go and the pressure I apply on myself to go one better will always be more than the demands of any agency I work for.

Tell us something about the work environment at Grey Dubai…
It’s Grey Singapore. I’m yet to find out. But I’ll be in touch when I start work there on December 9. I’m currently taking a hard-earned break back at my family home in London.

Do you have any kind of a program to nurture and train young talent?
Read. Absorb everything. Don’t listen to your iPod walking out and about. Look and listen all around you, and be inspired by your surroundings and the behaviours of people. And think holistically as much as possible. Think how an idea can live beyond everything traditional. Bear in mind, digital is fast-becoming ‘traditional’ these days.

What about new and young film makers/photographers? Do you consciously keep looking for newer talent and try someone completely new?
I’m always active and welcoming such talent. As long as their portfolio/reel is genuine, that’s what competition is for. Keeps us all on our toes and helps the industry peak new standards.

What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad? Why do you think it has lost the shine? Why are the younger lot more interested in TV?
That’s something you can’t escape. TV has always been more glamorous than other other medium. But today there are opportunities to link digital with TV. So perhaps this is another reason. But it’s also up to a special few to try and bring back and elevate the standards of Print work released by convincing clients. It’s always the culmination of a number of factors why standards either decline or increase.

More and more young people are web savvy and want to work on the internet or on more entrepreneurial ventures. Has that affected the quality of people advertising has been getting?
It’s the new breed of people in advertising. I started in digital before touching ATL. And I’m glad my path took me this way rather than the reverse. It’s a necessary evolution for today’s world. It’s not about quality; people will always have ideas. But the nature has changed to become more bold and likely to take risks – and this is exactly what the industry needs on a consistent basis.

Do you think brands whose advertising wins awards, do well in the market?
No. Prime example is Harvey Nichols Dubai. They were with Y&R when I was there back in 2006. They’ve won hundreds of awards from Cannes to Clio to D&AD with their print work. And that was the problem. No balance between award work and day-to-day work. The client wasn’t happy with the progression of the brand and in the last few months Y&R lost their cash-cow account.

What advice do you have for aspiring creative professionals?
Don’t give up. And don’t let anyone make you feel less of a person than who you are. Most of all, don’t believe it. You can do it if you put in the expected effort; from research to continually refining ideas. There were times in Dubai I worked for days on end with no sleep. Or 4 months without a weekend. I hope it’ll never be like this for you. But that’s how I learned; fast and the hard way. Don’t shy away from hard work; it won’t kill you. Just makes you stronger and ready for anything. And don’t forget to have the time of your life.

What is your dream project?
I think I’m about to start it in Singapore.

Mac or PC?
MAC

Who would you like to take out for dinner?
Not gonna tell you everything.

What’s on your iPod?
Don’t own one. For the reasons I mentioned above.

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