Monday Mar 27

Issue index

AGENCY.ASIA • Issue #01

Written by Agency.Asia
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The Ian Stewart Rapport. Anything But Antisocial.

If you want to be fully hip to the next big thing in social marketing, Ian Stewart is the last word in Asia.

W
ithout a hint of exaggeration, he knows more about Asia’s youth than the youth itself – and he has generously offered to share that knowledge. We were overwhelmed – nay, emotional – when the former global MTV senior vice president agreed to write for a fledgling start-up like Agency.Asia Magazine.

Read more: The Ian Stewart Rapport

 
Written by Agency.Asia
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Andrew CoppinWhile the marketing industry is lamenting its own economic infirmity, many of us have only the most elementary understanding of the health of the very brands that we work with ... 

Y
ou remember, the companies that used to pay our wages? In light of these disagreeable economic ills, we have sought the counsel of one of the most respected financial analysts and arbitrage experts in the Asia-Pacific today. Which brands are terminal? Which are prospering? Which stocks should we be buying - or perhaps bailing out of? Expect a completely unique perspective on your brands and those of your competitors – and perhaps profit a little during these $@%#* times.

Read more: Andrew Coppin - Return On Investment

Written by Agency.Asia
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Jureeporn “Judee” ThaidumrongJureeporn “Judee” Thaidumrong is one of Asia’s most awarded talents. Unless you hail from magical Thailand, she unquestionably boasts one of the most unpronounceable names in the advertising business too ...

T
his charming, self effacing ad goddess unfailingly appears atop the Campaign Brief creative rankings and is conspicuous if she is not present on the major global advertising juries. We caught up with Judee prior to Adfest and discussed everything from partying and politics to award overload.

Read more: The Jureeporn Thaidumrong Hour

Written by Agency.Asia
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Edmund Choe is one of those bizarre creative types who genuinely don’t derive pleasure from being in the spotlight. This must prove prickly as he keeps winning awards that draw colossal amounts of international interest. Take the last Cannes Festival. The Ringmaster’s Saatchi & Saatchi Malaysia team clinched an exceptional five awards – which is just the tip of their iceberg.

T
he ad paparazzi tend to congregate around these events, but somehow Edmund always exits stage left and gives them the slip. So when this publicity shy guru grants you an interview, you nail him to his desk lest he change his mind and run away.

Read more: Edmund Choe - The Amazing Saatchi-Man

Written by Agency.Asia
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Microsoft Halo 3's Gears of WarAs part of what will become a regular series of insights into branding success stories, we caught up with the Tokyo-based Global ECD of McCann Erickson, Jeremy Perot, and Eli Friedman, Senior Director Xbox Global Brand Marketing.

T
he whitewash of Microsoft Xbox Halo 3 across all the international awards - and Halo 3 boasting more than US$300 million in sales in its first week - made McCann and Microsoft an obvious choice for our inaugural issue’s most perfect couple.

Read more: McCann and Microsoft - The X-Factor

Written by Agency.Asia
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dominic khooThey call him a ‘rising star’ but Dominic Khoo is already among the very best in the world...

H
e is an astonishingly prolific fashion photographer. Actually, it must be said he’s pretty much mastered most genres as he showed at the Masters Photographer’s Association in the United Kingdom recently by taking out first ... and second place.

Where you might expect to find a weighty ego we instead discovered a talent with a cheeky grin and a whopping social conscience.

Read more: Shooting with Dominic Khoo

Written by Rosemary Grace Brooks
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It is time now - someone has to announce, officially, that the advertising industry is dead. Business is now only interested in creating brand communications strategies, it is not really interested in buying ads.

People still make ads and ads are still an important part of developing communications campaigns, just like film and photography are an important part of making most advertising. But you cannot describe advertising as the film industry. Describing brand communications as advertising is equally myopic and inadequate...

Read more: The Death of Advertising - an Obituary

Written by Agency.Asia
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A
nt Keogh is the maestro of mixing media and juggling genres, boasting a career that is as schizophrenic as it is humongous. Last time we spoke he had just taken Gold at Cannes, One Show, AWARD, M2C, Adfest, Mobius, New York Festivals and Sharks, plus Silver nomination at D&AD for his Carlton Draught "BIG AD".

He is a creative director at one of Australia’s preeminent agencies, Clemenger BBDO Melbourne, and considered to be among the very best creatives in Australia.

Read more: Ant Keogh - the "BIG AD" man

Written by Agency.Asia
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Alex Yoong

P
ossessing the talent to drive ludicrously quickly simply isn’t enough to make the cut in the world of motor racing. These young stars need to be graced with Adonis-like good looks and present as articulate brand ambassadors for their team’s numerous sponsors.

Alex Yoong - the first ethnic-Chinese driver to ever earn a drive in a Formula One team - is no different. He is among the best. This promising driver is now on the other side of the pit wall with his own outfit, Axle Motorsport.

 

Read more: Faster Moving Consumer Goods: Alex Yoong

Written by Agency.Asia
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Neil French
N
eil French has been labeled the most gifted, influential, flamboyant and, at one time, the most chauvinistic man in advertising. As the former Worldwide Creative Director of WPP, he simultaneously presided over JWT, Grey Worldwide, Ogilvy & Mather, Young & Rubicam, Bates, Red Cell, and Wunderman.

As any interviewer soon learns, there is depressingly little to say about Neil that hasn’t already been said. Rather than lament this fact and our own lack of imagination, we seized upon a novel idea. Actually, it was a small book about 3 inches square called Quirky Questions. This promised us over 150 entertaining conversation “sparkers” to complement our own questions. We chose a few sparkers that ostensibly felt appropriate when interviewing the man who has won more creative awards than any other.

Read more: The Neil French Interview

Written by Goh Shu Fen
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T
he first installment of Insight Asia with R3, delving into the relationships between the agencies and the clients. Featuring Asia's only consultancy to help marketers and their agencies improve their efficiency and effectiveness...

Read more: Are Chinese Agencies & Advertisers playing well together?

Written by Agency.Asia
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Adeline Tan

I
n an industry where headhunters spend an excessive amount of time introducing customers and talent over lengthy liquid lunches, it’s refreshing to meet one who isn’t a candidate for rehab.

Our interviewers had to draw straws to see who’d interview the enchanting Adeline Tan of The Talent Business. We asked the Head of Creative Talent, Asia Pacific, how the industry is coping with the economic crisis - and what creatives must do to keep their head above water.

Read more: Adeline Tan of The Talent Business