12 Questions : 20 People – #1 Joji Jacob, Group Executive Creative Director, DDB Singapore
Sydney based creative business 12:20 is currently in Singapore and Hong Kong working on a regional brand campaign. While in the region Christian Finucane and Jon Skinner are meeting 20 creative leaders from the top agencies to discuss the opportunities and challenges for the creative industry. The interviews, ’12 Questions: 20 People’ are being published in a series of blog posts on Campaign Brief. The first interview is with Joji Jacob (left), Group Executive Creative Director at DDB Singapore.
What’s the most exciting thing about working in Asia?
The pace at which things move. Going from brief to broadcast in two weeks is not uncommon here.
What inspires you?
Several things but if I had to name one: I use Twitter as a listening post. I follow five thought leaders in each of the areas that interest me: creativity, technology, books and neuroscience.
How has social media impacted creativity in the region?
In a huge way. It has made agencies and brands more honest. Consumers for the first time have a voice.
What recent work are you really proud of?
The Starhub My Blind Eye app. It has enabled blind people to ‘see’ by engaging ‘micro volunteers’ to describe photos they send. The blind person gets an audio file back describing what is in the image. It has made a life-changing difference to many and the idea is being picked up by other telcos around the world.
Which clients are pushing the boundaries and how?
Definitely the telcos across the region. They need to keep innovating. And they’re pushing their agencies to follow suit.
Are there any cultural ‘creative watchouts’ working here?
Listen, listen, listen and follow up like crazy.
Which Asian country is punching above its weight creatively?
Singapore is doing some great stuff. Also the Philippines is creating some standout work.
Why does creativity matter?
Because you can’t make the same thing work again and again forever. For example, bugs become resistant to the same bug spray over time. We need to keep reinventing.
What makes the local industry different?
As mentioned the pace of work. Also I think Singapore has taken to digital very well. Smartphone penetration in this country is almost 95%. So obviously a lot of advertising money is moving to mobile.
Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?
Cannes. It’s the global creative currency.
What is the creative issue that frustrates you the most?
The advertising industry is responsible for a lot of the ugly stuff in our lives. I think our industry has a responsibility to add to the beauty of the world. What’s good is that social is making brands more creative as people share only what they find rewarding.
What’s the biggest opportunity for creative people?
The advent of digital and social. You don’t necessarily need the big agency machinery to build brands anymore. If you’re talented, a bunch of social media accounts are enough. On an individual basis, if you have a dream, now is the time to make it happen.
Pictured above: Christian Finucane, Joji Jacob and Jon Skinner.