LEO1.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Leo Zhang, executive creative director, BBH China.

It's a big week for Bestadsontv. I definitely believe some pieces of this week will win the lions however I won't wager the same as Gary Lineker.

Winner: Audi "The comeback". Brilliantly powerful storytelling. The most ferocious monster experiences the ups and downs in his modern life and gains his glory back with Audi Piloted Driving. It tells me again that a great character settings naturally leads to a great story. READ MORE...
Asics.jpgJKD Collective, a creative studio based in Tokyo, has produced a new global campaign for Asics Tiger. The campaign features the brand's new material for shoes, "Chameleoid Mesh Fabric." The music video and print advertisement were created for the global campaign in collaboration with Beacon Communications Japan.


Nick Cummins: A case for a good case study

NickCummins_479 (1).jpgBy Nick Cummins, creative partner, The Royals Sydney and Melbourne

Going into the judging at Spikes Asia this year, I was concerned that national styles would play a big part in the judges' decisions. I was lucky enough to be on Kentaro Kimora's Digital and mobile panel along with judges from China, Singapore, Indonesia, South Korea and the Philippines. So we all had the potential to be drawn to very different styles of humour, insights and solutions. But that wasn't the case.

Although the work we judged - which started as a list of over 500 entries - was very diverse in tonality and levels of craft, the judges were very consistent in their views. Another thing that was very consistent over the four days of judging apart from the humidity, was how everyone entering these kinds of festivals ends up building the same style of case study.

There is a formula for a reason, I hear you cry. And yes, there are probably a few things that are important to keep doing but the problem is everything ends up looking like this.

The great thing about judging awards like this is you get to hang out with incredible people from our industry, from all different parts of the region and the world. We really are an amazingly smart, insightful, creative and funny bunch of individuals.
Carlos Camacho.jpgWith news breaking yesterday of his replacement at MullenLowe Vietnam, Campaign Brief Asia can reveal that Carlos Camacho is to join J Walter Thompson Shanghai as one of the agency's three Executive Creative Directors.

Camacho has been with MullenLowe in Vietnam in the ECD role since early 2014, after joining from Lowe SSP3 Colombia.

Campaign Brief Asia spoke to J Walter Thompson China Chairman and North Asia CCO, Norman Tan, at the recent Ad Stars Festival in August and he said he was excited about the appointment. Tan said Camacho would join their two existing Shanghai ECDs and would work across international and some local accounts.

"I'm very happy that Carlos is joining us," said Tan. "I know him very well from my days at Lowe China and respect the work that he has been able to create at Lowe in Vietnam. As well as being a nice guy, Carlos is a very passionate creative and he has done great work on large accounts."

Camacho takes up the role October 10th.
Creative Rankings_2016_TopCDs.jpgAn important part of the Campaign Brief Asia Creative Rankings each year is our listing of the Asia's Top 20 award winning creative leaders - The people who have created the environment that creates the award winning work.

On top this year is Dentsu Tokyo ECD Yuya Furukawa, who was also #1 in our last Creative Rankings.

At #2 is Eugene Cheong Chief Creative Officer at Ogilvy & Mather Asia Pacific, Singapore. Cheong moves up from his previous #16 position.

Chris Kyme: Postcard from Hong Kong

Chris Kyme_April2016.jpgChris Kyme reminisces about a time when Asian Advertising had Balls in his latest Postcard from Hong Kong.

As I write I've just heard the sad news of the passing of Michael Ball. And with that a light is dimmed on the final memories of a bygone era which, at its peak, gave us budding creative hopefuls something to strive for that went beyond just knocking up a few scam ads to stick in the shows. 

When I arrived in Hong Kong (too long ago for me to wish to mention suffice to say that Milli Vanilli had not yet been found out and Fatal Attraction was a movie and nothing to do with Hillary Clinton and Donald Trump), fresh faced off the plane I started asking around 'who were the hottest creative agencies in town?' and apart from at that time O&M and Leo Burnett (who I had just joined) it was unanimous - The Ball Partnership.
Milka.jpgMilka, the world's most tender melting chocolate, launches in China with an integrated national campaign positioned under the brand's global 'Tenderness is inside' platform.

The campaign - which includes film, digital and social activations, VR executions and an exclusive partnership with Alibaba - launches Milka in China for the first time and marks Mondelēz International's first major foray into China's chocolate market. Unlike its existing exposure with small imported volumes of Cadbury and Toblerone, the launch sees Mondelēz now produce 12 Milka products in China using milk imported from the Alps, with further special editions planned for holidays.

AP Thai.jpgCJ Worx Thailand brings this feel good spot about how AP Thailand is helping disadvantaged youth in Thailand's poorer districts.

The Unusual Football Field is an unorthodox football field that redefines the boundaries of the traditional rectangular field. This project is the brainchild of AP Thailand, a highly renowned real estate developer, in collaboration with CJ Worx. The concept originated from an idea called "Think Space," with the goal to transform a small and irregularly-shaped field into a practical football field that still allows fair play between teams. The idea questions the limits of space in order to illustrate our brand's belief that "Space can change one's life."

Aquafina.jpgOne of the most common actions people normally take against one another is judgement.

In order to launch Aquafina VitZaa in Thailand, PepsiCo presents 'Judge the Cover', a web film by minteracton Bangkok.

Globe Telecom.jpgEach of us are born to create. With this new campaign, from Jimenezbasic Philippines for Globe Telecom, they remind us of this innate power we possess and enable us to harness it further.

FindDoc-logo.jpgFindDoc, Hong Kong's first comprehensive medical professional platform, has officially appointed The Hoffman Agency for PR duties, following a competitive multi-agency pitch. The Agency will roll out its PR strategy and stakeholder engagement campaigns with a signature Hoffman style of storytelling, centered on establishing the company as a leader within the healthcare space.
Mahatma Gandhi.jpgKhadi, the greatest symbol of defiance in India's freedom movement was born from a handicraft that was hand-woven and hand-spun by villagers across the country. On India's 70th Independence Day, Turtle, the fashion brand with a conscience which has a Khadi line of fashionable menswear pays tribute to the thread that strung together India's freedom. These three 8ftX5ft string art canvases created by JWT Kolkata beautifully capture an iconic picture of freedom connected by nearly 9000 nails holding together over 20 kms of hand-spun thread. These canvases were exhibited in major shopping malls across India and have become permanent displays in Turtle stores.
Disney Junior.jpgOver one weekend, Disney Junior brought a little magic to a busy bus stop in Asia. Watch what happens when Grand Visual Singapore turn an ordinary day into an extraordinary one for some unsuspecting families!

Japan Railway CO.jpgJapan Railway Company, the biggest railway company in Japan, has food courts within their station buildings everywhere. As they seek new ways to expand on their service for consumers, Beacon/Leo Burnett Tokyo created a new food service that help consumers understand their nutrition needs and plan their meals accordingly for a healthier lifestyle. With positive response from consumers coupled with strong sales increase over last year, this service is now being rolled out nationally.

Dixcy Scott.jpgDixcy Textiles, one of the youngest and fastest growing brands in the innerwear category has rolled out its new advertising campaign. With the biggest entertainer in Bollywood endorsing its brand, the TVC features Salman Khan. The humorous ad highlights Dixcy Scott's fit and quality. The film has been conceptualised by Ogilvy Advertising India for Dixcy Scott, a largely popular men's innerwear brand. This is the first campaign for Dixcy Scott after Ogilvy won the account without a pitch process early this year. Salman Khan is seen in a new light in this campaign, as Dixcy Scott moves away from action oriented campaigns of the past.

Biotherm.jpgIn collaboration with Publicis Worldwide's 133SH, Biotherm launched its new Evermoist CC Cushion, the first skincare-level CC cushion that overturns the traditional "makeup contributes to skin dehydration" perception. To communicate Biotherm's brand spirit "live more" and the product's key benefit - hydration, 133SH developed a two-month digital campaign named "Miss Glow Hunt" and featured Eddie Peng to engage with its young, energetic, confident, and daring target audiences.

University.jpgThe lead up to attending University in Thailand is somewhat challenging and not easy for Thai high school students. They have thousands of questions about life at University, which Google might not be able to answer. In this spot by minteraction Bangkok, RSU use this as an opportunity to talk with its potential students and explain that University is not just a place to provide academic results. In fact it is the place that gives students the opportunity to live their lives with real experiences.

Adrian McNamara sml.jpgMullenLowe Vietnam has appointed Adrian McNamara as Executive Creative Director based out of Ho Chi Minh City.  He replaces Carlos Camacho, who resigned two months ago, to join one of China's top networks.

McNamara (pictured left) is an industry veteran who joins MullenLowe Vietnam from OgilvyOne Vietnam where he was responsible for the creation of integrated and digital engagement campaigns for major clients Kimberly Clark, Nestlé and Unilever Vietnam.

McNamara drove the OgilvyOne creative team to achieve new business wins including ACB Bank, Samsung and Tourism Vietnam. In 2015, McNamara helped OgilvyOne to become a global winner of the Cannes Chimera Initiative, in partnership with the Bill & Melinda Gates Foundation. McNamara has worked across various categories including FMCG, telecommunications, insurance and banking.
Campaign Brief Asia_Creative Rankings_2016_Agency top 20_edited-1.jpgFor the fourth time in a row Dentsu Inc Tokyo has topped the Campaign Brief Asia Creative Rankings.

The Japanese powerhouse did not score as many Ranking Points as in previous years, yet they still sit at the top of the rankings chart by a comfortable margin. In total Dentsu Tokyo amassed 2370 points from creative wins at the top global and regional award shows.

Only 15 Ranking points separate the next three agencies. Ogilvy & Mather Singapore had a great year at D&AD and One Show and moved up 14 places to #2 overall with 1135 points.

In #3 position, just 10 points behind Ogilvy & Mather Singapore, is McCann Worldgroup Mumbai. The agency is one of Asia's most consistent performers in our Campaign Brief Asia Creative Rankings having also placed #3 last Creative Rankings.
Creative Ranking_Network Table.jpgOgilvy & Mather has reclaimed their top network position in the Campaign Brief Asia 2016 Creative Rankings. Over the past three Creative Rankings Dentsu have come out on top, however this year they have dropped down to #3 Network with both Ogilvy & Mather (#1) and BBDO (#2) above them. Hakuhodo is the #4 highest ranking network with McCann Worldgroup at #5.

Ogilvy & Mather's #1 Network Ranking is due to award-winning performances from 11 of their offices over the July 2015 to July 2016 award show calendar.

Leading the way for the network is Ogilvy & Mather Singapore who put in a great performance to move up from #16 agency overall in our previous Creative Rankings to #2 agency overall in Asia this year. The agency scored 1135 Ranking Points, with only Dentsu Tokyo sitting above them.
BLACK PAN.jpgBar-B-Q Plaza's Gold Pan has been the restaurant's signature and at the centre of many consumers' moments for almost 30 years. On 19 September, they revealed a revolutionary change - a stylish and improved black pan.

Within a day, it was already the #3 most trending topic on Twitter TH, and social media channels are being flooded with positive comments, reviews and shares. The revelation of the Bar-B-Q Plaza's Black Pan has integrated into pop culture as consumers generated their own parody and compared the Black Pan's launch as big as Apple's new phone.

Michael-Ball.jpgThe advertising industry throughout the Asia-Pacific region will be truly saddened to hear of the passing of Michael Ball, the former chairman of The Ball Partnership (since morphed into WCRS, Euro, and now Havas), who passed away last night, aged 81.

Ball was single-minded and described by some as a 'let's kick 'em in the guts' character. Also he was key to the establishment of the Asian ad industry, picking and cultivating the best creative talent, and forming a formidable partnership with Neil French. Those who worked for him went on to do great things in their own right -- that much alone is testament to his stature. The Ball Partnership Singapore set the standard for creativity in Asia.

Good friend and former colleague Jim Aitchison, author of Cutting Edge Advertising, summed up Ball's contribution to the industry in both Asia and Australia back in 2003.
IncomeMgmnt.jpgIncome along with their creative agency BBH Singapore have launched a social initiative campaign for a community development program - Back to School - getting famous Singaporeans and calling the public to get their school kit back on.

The campaign for #IncomeOrangeAid, launched last Thursday, has already garnered thousands of shares, with citizens and prominent members of the public supporting the cause by posting pictures of either themselves in their old school uniforms or their old alma mater photographs.
Benjamin Miyagi Lee.jpgDDB Group Singapore has hired Benjamin Lee, a.k.a Mr Miyagi as Creative Director of Social Media, a newly-created role in Tribal Worldwide.

This signposts a step up in offering the most exciting social content to serve its key clients such as Unilever, McDonald's, DBS, StarHub, SilkAir, Ministry of Communications and Information, and Ministry of National Development, to name a few.

A prolific writer and 'media-neutral' content creator, Lee (pictured left) has written and co-written original local content and theater productions. In the last 15 years, he has helped pen over 150 award-winning blockbuster plays like Kumar: Stands Up For Singapore, Happy Ever Laughter and Great World Cabaret: Let's Bobo Cha Cha. Lee also hosts a regular radio show on Power98 FM's "Own time, own target".

"Tribal has a big support team and I've worked with them previously on ad-hoc works. I like that it is very local, very real and also a bit siao (crazy) in pushing social media content that really works. This is a dream playground for a creative like me to do great work," said Lee.
Nissan 1.jpgNissan has partnered with TBWA\Hakuhodo Japan to launch their latest online video, promoting the NV350 Caravan. The film is dedicated to the level of master-craftsmanship demonstrated by the professionals of Japan, and showcases how Nissan supports these agile, dexterous and talented individuals who represent the backbone of Japanese artistry.

Chief_ProfilePic.jpgBMW Japan Corp has appointed J. Walter Thompson Japan to develop the brand's strategy and creative work for Japan.
BMW Japan Corp. is a wholly-owned subsidiary of the world's leading premium car manufacturer, BMW AG, which is celebrating its 100th anniversary this year. BMW Japan was established in 1981 as the first 100%-owned subsidiary of the German car maker in Japan. Since then BMW Japan has led the import car business, setting benchmarks in product, service and customer care initiatives.
"We are extremely honored and thrilled to be able to work on such a powerful brand like BMW.  We are strongly determined to further strengthen the value of BMW by working closely together with the client as one team," said J. Walter Thompson's Managing Director Hironobu 'Chief' Kitajima (pictured above).
Life Pump by Cheil Worldwide_1.jpgCheil Worldwide South Korea and Caribbean Bay, a water park in Korea, launched a revolutionary hands-on CPR (Cardiopulmonary resuscitation) training campaign to help prevent accidents related to water activities.
Titled 'Life Pump', Cheil Worldwide created a new CPR training tool by combining a CPR manikin with an air pump in order to encourage people to practice CPR while filling up the pool tube with air at the same time.
McDowells.jpgMcDowell's No.1 Soda celebrates the bonds of true friendship in a unique and soul stirring video with MS Dhoni (Mahi) and his childhood friends (yaars), who have come together for the first time to show the world their No. 1 Yaari that has transcended through the years.

The trio from Ranchi, have been together through thick and thin, and never resist celebrating their asli yaari at every opportunity they receive. Mahi and his friends have seen each other through all the hardships and successes and have always stood by each other's side.

Lu Jue and Hon Tat.jpgAs part of the strategic growth plan for the region, Tribal Worldwide has appointed two leading consultants to be part of its 50-strong technology team, based in Singapore. Lu Jue, will lead the User Experience (UX) Practice as Head of User Experience while Ong Hon Tat will lead the Mobile Practice as Head of Mobile Solutions.

The appointments come on the back of the launch of Equator - a global centre of excellence for creative technology and innovation, operated by Tribal Worldwide's Singapore office, for the DDB Worldwide network and its clients. Jue and Hon Tat will be part of the new Equator team that will provide consultancy for both regional and global clients.
Vijeeth Shetty.jpgLIQVD Asia has appointed Vijeeth Shetty as President- Business & Services. In his new role, Shetty will oversee expansion of agency's growth plans with respect to the Indian market. He will be based out of agency's Mumbai office and report to Rashmi Putcha, Co-Founder & Director, LIQVD Asia.

Putcha said, "I am elated to welcome Vijeeth on board. He has won many accolades and brings with him the right kind of experience. He is exactly the kind of talent we have been looking for to take the brands we work with to the next level."

On his appointment Shetty (pictured) said, "I am delighted to be part of one of the fastest growing Digital shops in Asia. It's a very exciting phase here at LIQVD Asia, having won good amount of new business in the recent past and some big campaigns lined-up. The timing for me couldn't have been better and I look forward to delivering great work and also to help win lot of awards in the process for our clients."
KFC Virtual Gallery.jpgOgilvy K1ND recently helped KFC launch its very first WeChat-based Virtual Reality Charity Gallery in a campaign aimed at raising awareness about autism.
Featuring KFC ambassador Chris Lee, the cutting-edge VR gallery was built using StoryBuilder, a proprietary tool developed by Ogilvy K1ND that brings together the power of social and virtual reality. With the help of VR glasses or 360◦ panoramic video, the WeChat-embedded H5 immerses visitors within a virtual reality world featuring an exhibition by Bi Changyu, a gifted young artist suffering from autism, as well as works of art from World of Art Brut Culture (WABC), an NGO dedicated to using the power of art to transform the lives of people suffering from mental disabilities. Visitors can use the platform to donate directly to help fight autism as well as also inviting their friends to enjoy the experience. The H5's Friends Hall of Fame meanwhile provides a compelling social element, providing users with a virtual reality view of all of their friends who have visited.
Uber 1.jpgUber, the smartphone app that connects riders with drivers at the push of a button has released its first brand campaign in India - Move Forward. The campaign is inspired by stories we've heard from our riders and drivers and demonstrates the way in which Uber has empowered Indians across strata of society. The spectrum of influence Uber has had ranges from the everyday commute to life changing opportunities like helping drivers educate their kids.

Female Foundry.jpgDentsu Aegis Network has announced the call to enter its Female Foundry Accelerator Programme - an initiative to mentor, develop and fund female led start-ups that embody innovation, diversity, social sustainability and tech leadership, following closely after the announcement earlier this year.

All female-founded businesses with a focus on tech based in South or Southeast Asia are invited to sign up, with entries open until October 7. They must have a sustainable long-term business plan and have already secured seed funding. Interested participants who meet the requirements can register for the programme here.
Benetton.jpgOne Faith' is a heartwarming film that gently shows you a mirror, a mirror that gives us a reality check. The three minute film harnesses cricket for its fostered unity to shift the perspective on communal prejudices in India. With the #UnitedByPlay hashtag trending on the no. 1 spot in India on Twitter on Independence Day and the video going 'viral' in just 10 hours, it was clear that the brand's message tugged at many a heartstrings.


Advertising: A Singapore Sling lifts the haze

Screen Shot 2016-09-25 at 8.31.01 PM.pngA regular blog by Damon Stapleton, chief creative officer of DDB New Zealand

"You could certainly save money by inviting people to your wedding in an email, but not many people would show up." - Rory Sutherland

I was not designed for the clinical beauty of Singapore. It has the humidity of a Bikram Yoga Studio inside a Turkish Bath House. I have hair that is the opposite of short. Subsequently, whenever I go there I feel like I have a dead octopus on my head.

I am perfectly designed for the temperature you feel at the base of a lone pine tree on the Tundra in the Arctic Circle. So, the relentless moisture of Singapore creates or adds to the fog in my head.

As it turned out, it would be the place that cleared it too.

In advertising, there is a lot of noise. It is easy to start looking at the wrong things.

The great fashion photographer Norman Parkinson once said the purpose of fashion is to change. In many ways, advertising is not that different. We are always looking at what is changing or what is new. Anybody remember Vine or Foursquare? Vine was launched in 2012. Four years ago, it was the biggest thing ever. I was in many meetings about vaguely doing something with it. Remember how it was going to change the advertising world. Anybody remember having conversations a couple of years ago about how all ads in the future would be 10 or 15 seconds long because that would work better on social media platforms? Anybody notice how the latest Kenzo ad Spike Jonze just shot is 3 minutes long. Boy, we talk a lot of shit in this business.

Ron Samuel.jpgRon Samuel was Campaign Brief's roving reporter around the Spikes Asia Festival of Creativity, held in Singapore late last week. Samuel, a regular contributor, outlines his highlights from the main stage.

When I attended the first Spikes Asia in Singapore the talks and discussions were based on fairly broad topics. I remember the legendary Australian author, Bryce Courtney, throwing himself on the floor and rolling around as he pleaded with the audience to aim higher than the materialistic goals we all share. It was an impressive performance for an eighty year old and certainly held everyone's attention. Sir Martin Sorell, from WPP, headed a discussion on the future of advertising and turned out to be quite accurate in his predications, unlike the Chief Marketing Officer of Nokia (remember them), who probably should have paid more attention to Sir Martin.

In contrast this year was all about the details, how things worked, what worked best and most refreshingly what didn't. The best presentations were the ones where the client and agency took the stage together and were brutally honest.
SpikesLegendary_1.jpgSpikesLegendary_16.jpgThe annual Campaign Brief Asia, Sweet Shop, Song Zu, Fin Design+Effects, Arcade, and Tiger Beer Legendary party kicked off this week's Spikes Asia Festival of Creativity.

It was a fun night in Gem Bar (and on the streets outside) with around 400 Spikes Asia delegates and friends joining us until the wee hours of the morning. This is the 4th year that we have held the party at Gem Bar and again it proved to be a legendary night.

Special thanks to Song Zu, The Sweet Shop, Fin Design+Effects, Arcade, Tiger Beer and the great guys at Gem Bar.

See you all next year!
Spikes-Asia-2016.jpgBBDO at Spikes.jpgThe final day of Spikes Asia culminated in a ceremony last night in Singapore to celebrate the winners of the annual Spikes Asia Awards. The industry gathered to honour the best regional work.

Network of the Year was presented to BBDO with Y&R coming second and Leo Burnett in third place.

Colenso BBDO, Auckland received the Agency of the Year award while sister shop Clemenger BBDO Melbourne came second and Dentsu Inc., Tokyo placed third.

The Independent Agency of the Year was awarded to Party, Tokyo. Second place to Fred & Farid Shanghai and third to Enjin, Tokyo.

Finch, Australia received the Spikes Palm Award, honouring the most awarded production company in the eligible sections. Second came Guilty Content, Australia and third, Revolver/Will O'Rourke, Australia.
Dentsu president and CEO Tadashi Ishii.jpgDentsu Japan president and CEO Tadashi Ishii has released a statement addressing the overbilling allegations and irregular transactions that have come to light over the past few days.

In his statement Ishii admits that there are 633 suspicious transactions with 111 clients affected. The amount involved is around US$2.28 million. On 14 occasions fees were charged while no placement had been made was found. The time frame is from November 2012 to present. The issue first came to light with a subsidiary of Dentsu's Japan operations facing allegations of overcharging Toyota, one of Dentsu Japan's long standing accounts.

This is the statement in full:

"This is an issue confined to Dentsu in Japan. We are taking this matter extremely seriously and investigating the issue to fully understand the facts. All clients who may have been impacted have been communicated with already.

Pat Anderson + Will Winter-Irving: Spikes Day 3

2E7C028B-6F73-4852-9B33-6EFEDE011BF3 (1).jpgPat Anderson and Will Winter-Irving from R/GA Sydney have won Gold in the Digital category of the Young Spikes competition. Here they give a rundown of last day.

We write our final blog, a broken shell of a team (in other words Will made Pat get very drunk last night). Special shout-out to our new friend Tino Chai - he's the singer that kept us entertained while we downed 5 litres of cheap beer. You can check his music on Facebook... it's magical.

Team Ricci's Spikes Asia Diary: Day Two

image1 (1).jpgRay Ali (right) and Nicole Hetherington (left) from WiTH Collective are a team known as "Ricci" competing in the Integrated category of the Young Spikes competition. Here they give a rundown of their first day.
After a long afternoon of working we were fortunate enough to crack our brief early with the simple yet original idea of combining the Whopper and the Big Mac for good. We then chucked it in virtual reality, threw in some QR codes and gave ourselves firm handshakes and solid pats on the back. After that, all that was left to do was to celebrate Spikes style by going to a venue that was clearly over capacity, doubling up on complimentary drinks and sweating profusely as we tried to network by awkwardly laughing at other people's conversations.

The next day we dusted off the cobwebs from the night before, put the finishing touches on our work and handed our presentations in. We then hit up a few talks from Havas, PHD and others learning promptly that the future is AI, cognitive targeting, creative algorithms and that fearing SkyNet will only make it angry.

Pat Anderson + Will Winter-Irving: Spikes Day 1

Will-&-Pat (1).jpgPat Anderson (left) and Will Winter-Irving (right) from R/GA Sydney are competing in the Digital category of the Young Spikes competition. Here they give a rundown of their first day.

We both touched down in Singapore a few days before Spikes and the first thing that struck us (and worried us) was how very different the two of us are as travelers. Will's a happy-go-lucky kind of guy - happy to try new things and down more than a few beers. He won't leave the hotel without his camera or enough cash to get absolutely smashed. Pat, on the other hand, is constantly on guard from Dengue Fever carrying mosquitos and terrified by the prospect of actually experiencing anything other than the comfort of Sydney (and their healthcare system). He won't leave the hotel without the phone number of the nearest hospital, a bottle of full strength mosquito repellent, plus a nifty little fan that sprays a neurotoxin designed to ward of mosquitos for double the protection.
image005.jpgGlobal agency Wunderman has appointed Rajnish Suneja as its client services director for Wunderman Singapore to further the agency's growth ambitions in the region.

With over 20 years of experience managing multiple marquee brands across India and Singapore, Suneja will play a key role in boosting Wunderman Singapore's business growth and will be tasked with developing new and existing client relationships, fostering agency talent and championing creative excellence at the agency. Suneja will report to group managing director of Wunderman Singapore, Neeraj Sundarajoo.

Prior to joining Wunderman, Suneja served as the group regional business director at BBDO where he was instrumental in both business growth and creative success for brands including HP, Aviva, FedEx and Bosch. Before that, he has also helped build successful campaigns for clients such as American Express and IBM during his tenure at OgilvyOne.
Jim Sun.jpgGlobal retail and brand consultancy FITCH has announced the appointment of Jim Sun (pictured) to its Shanghai office.

A talent with experience across design and project management, Sun joins FITCH from Dyson where, as retail design manager - China, he created and delivered arresting 3D, 2D and digital concepts for flagship stores, retail spaces, launch events, and multimedia programs. With more than 10 years of high profile experience in the design industry, he has contributed to the success of brands such as Porsche, Jaguar, Ford, Mercedes Benz, BMW, TAG Heuer, Nike and Lufthansa.

Reporting to Nikki Lin, general manager of FITCH China, Sun will work alongside the APAC executive creative director to direct the creative team in China, and to orchestrate projects in the Greater China region.
Lu Jue and Hon Tat 2.jpgAs part of the strategic growth plan for the region, Tribal Worldwide Singapore has appointed two leading consultants to be part of its 50-strong technology team, based in Singapore. Lu Jue (left), will lead the User Experience (UX) Practice as head of user experience while Ong Hon Tat (right) will lead the Mobile Practice as head of mobile solutions.

The appointments come on the back of the launch of Equator - a global centre of excellence for creative technology and innovation, operated by Tribal Worldwide's Singapore office, for the DDB Worldwide network and its clients. Jue and Hon Tat will be part of the new Equator team that will provide consultancy for both regional and global clients.

Jue joins Tribal from SapientNitro, where she spent six years leading Omni-channel user experience design, and mobile strategy. After honing her skills at SapientNitro's mobile centre of excellence in Atlanta, U.S., she moved to Singapore to grow the experience design offering in Asia Pacific. Prior to this Jue spent five years in Motorola's Consumer Experience Design Centre in Chicago where she led the team to launch several feature smartphones across North America and Asia.
Screen Shot 2016-08-04 at 10.45.01 AM.jpgPioneering producer and creative evangelist Peter Grasse, who launched Dictionary Films in Tokyo this year, will be featured as a speaker at Spikes Asia for both the Young Creative Academy and the Inspiration Stage.
With a long standing history of supporting innovation and creative leadership, Grasse will be discussing The Priceless Points of Production following his successful engagement at this year's Cannes Lions, where he turned entrenched ideas on their heads. Grasse pushed the envelope on the culture of creative control, showing how true production value comes without a price-tag.
"In recent years, 'Achievement in Production' has evolved as a new category in many Film Craft award juries. Initially it was an award for making something of scale on a limited budget. Later it became about scale regardless of the budget. Yet we're still missing the point. The reason why great work shines is hard to put a finger on. Yet capturing that nebulous, buoyant energy on film is a producer's greatest achievement. How this energy is protected and accessed will be central to this talk," said Grasse.
JAB_BBH.jpgAfter being involved with the BBH network for nearly 20 years, including 5 years in his latest stint in Singapore, current ECD Scott McClelland is to return to his native Australia at the start of 2017. Joakim Borgström, better known as Jab, joins from BBH London, where he is Group Creative Director.

Prior to BBH, Borgström (left) held a number of leadership roles, including Creative Director/Director of Innovation at Goodby Silverstein & Partners, San Francisco, Creative Director at Wieden+Kennedy, Amsterdam, Creative Director and Partner at DoubleYou, Barcelona. Borgström is a rare mix of Swedish and Argentinean, speaks five languages and has worked in four countries to date. He has worked on brands as diverse as Nike, Audi, Electronic Arts, Coca-Cola, Google, Doritos, Barclays, Heineken, Chevrolet and on recent award-winning campaigns at BBH for Mentos, The Guardian and Samsung.

Luke Hawkins Spikes Asia Diary: Day Three

DayThreePic (1).jpgClemenger BBDO Sydney creative director Luke Hawkins is in Singapore sitting on the Film, Print & Publishing, Print & Outdoor Craft jury at Spikes Asia. Here's his report on Day Three of the judging.

For those who read my diary yesterday, you'll know I awarded Miwako Hosokawa this year's Grand Prix for nicest human. What I forgot to mention was it was in fact very close race with Damon Stapleton coming in a close second. There's no doubt he's a very, very nice human but there's one thing that trumps his niceness. Something worthy of its own Grand Prix. So I'd like to formally award this year's Grand Prix for most lustrous hair to Mr Damon Stapleton.

That award was just one of many determined in our final day of judging. The day when we all gather round the table and get stuck into some great discussions about the work, what moves out of the shortlists and into the metal, what truly defines a category and what sets new standards in excellence. It's intense but a lot of fun and the part I enjoy the most.

Team Ricci's Spikes Asia Diary: Day One

image3 (1).jpgRay Ali (left) and Nicole Hetherington (right) from WiTH Collective are a team known as "Ricci" competing in the Integrated category of the Young Spikes competition. Here they give a rundown of their first day.

After a flight full of highs and lows we touched down in sunny Singapore, and proceed to hit the town for a night out with the locals... who go hard for a Tuesday...

Bright and early the next morning we rocked up to Spikes for registration with our lunches packed and our shoes tied tight. We then met our rivals from 13 different countries across Asia and got briefed for the 24hr competition.
Thailand 2016 Creative Rankings.jpgOne of the star agencies of this year's Campaign Brief Asia Creative Rankings is BBDO Bangkok. The agency had a stellar year at award shows over the past 12 months and was a winner of Campaign Brief Asia's 2016 Thailand Creative Agency of the Year award by a large margin.

In total BBDO Bangkok scored 1000 Creative Ranking points across AdFest, Ad Stars, Cannes Lions, One Show, London International Awards (LIA) and Spikes Asia. Their best performances were at AdFest (300pts), Ad Stars (190pts) and One Show (180pts). As one of Asia's most awarded this year BBDO Bangkok is ranked very high in the Top 10 of our Campaign Brief Asia Creative Rankings Table. It's a massive improvement on last ranking's #7 Thailand ranking for BBDO Bangkok. In the last rankings they placed behind O&M Bangkok, Lowe, Leo Burnett, Creative Juice, McCann and J Walter Thompson with just 115 points.




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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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