12 Questions : 20 People – #18 David Mayo, Chief Executive Officer of Bates CHI & Partners Asia
12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in the region, Christian Finucane and Jon Skinner met with 20 creative leaders from the top agencies to discuss the opportunities and challenges for the industry. The interviews, ’12 Questions: 20 People’ are being published in a series of blog posts on Campaign Brief Asia. The 18th interview is with David Mayo, CEO of Bates CHI & Partners Asia.
What’s the most exciting thing about working in Asia?
The speed, the pace, the rawness, the size, the scale. It’s like being in a show in real time. It’s on TV one minute and then you’re outside and in it the next!
What inspires you?
Demanding clients that want good work and who will work with you to get to it. People who will put their neck out for the work. I HATE committees!
How has social media impacted creativity in the region?
Not enough. People talk about it but it’s an add-on. A curiosity. Clients haven’t worked out how to pay for it and agencies haven’t worked out how to apply it.
What is the recent campaign everyone wishes they’d done?
Volvo. ASUS ‘Transformer’. Schneider ’50’ in India.
Which clients are pushing the boundaries and how?
There is a clutch of Asian brands making a break for the world beyond. Hiring international agencies to take their brand abroad. Others like JW are massive in Digital in China.
Are there any cultural ‘creative watch outs’ working here?
I always avoid the use of ‘Ying & Yang’ and chopsticks in signage and installations – they both show you haven’t been in Asia long enough to understand.
Which Asian country is punching above its weight creatively?
Thailand. China with Graham Fink.
Why does creativity matter?
Other than it’s the only thing we do that nobody else does, it builds brands, businesses and reputations. Without it we have nothing. The book ‘RAW’ shows how important creativity is to people living ordinary lives – they use it to survive.
What makes the local industry different?
Singapore is at a crossroads right now. Because of new laws on freelancers, it’s getting harder to keep the blend current and sharp. The local industry is different because of the unique mix of new, traditional, Asian, new world and just ‘out there’.
Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?
Gold Pencil: Real, rare, difficult, pure craft, high-caste practitioners as judges and non-commercial. Win one and people talk about you. Win at Cannes and you still have to talk about yourself!
What is the creative issue that frustrates you the most?
Some client’s complete disregard for what it is, what it’s for, what it can do and why they should pay for it.
What’s the biggest opportunity for creative people?
To make creativity in all its forms a force for good not just work for work’s sake – In the boardroom, on the P&L, amongst consumers, inside organisations… in society.
Photo caption: Jon Skinner (left) and Christian Finucane (right)
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