Each week Campaign Brief Asia sits down with a prominent creative talent from our region and gets to know them better. This week in this regular "10 Minutes With" column is Gavin Simpson, Executive Creative Director, Ogilvy & Mather Hong Kong.
What did you do before getting into advertising?I was a bartender for nearly five years. The last two of those five years were spent going to college in the day and working at night.
Why did you first get into advertising?I was told it pays well.
Who gave you your first big break?It's an endless list...
Kurt Crocker gave me my first job in Ogilvy & Mather Direct.
Luke Bailey made the effort to see me three times to rework my book.
Ted Lim gave me the chance to work in mainstream.
Sonal Dabral inspired me to think big.
Tham Khai Meng built my resilience to brutal honesty.
What is your career highlight to date?Winning Malaysia's first Gold & Silver One Show Pencil back in 2002.
And helping Ogilvy & Mather Philippines win the 2006 Creative Agency of the Year (4A's Agency of the Year Awards). The last time Ogilvy Philippines was awarded this was back in 1998.
Your two best ads/campaigns that you have been involved with? 1. Land Rover "Direction". It was voted 4th Best Ad in the World by The Gunn Report.
2. Pond's
Billboards in the Philippines. It was really rewarding doing something so unconventional for Unilever. Plus it was done during my first gig as ECD.
Is there an ad that makes you green with envy? Sony Balls. Till today I still wonder how they sold it.
Do you have a 'worst mistake' or a most embarrassing moment in your advertising career to date?Waking up and coming to work every morning.
Is there a person you have enjoyed working with the most? (Don't choose someone you currently work with)No one's really on my list. And I think I'm on no one's list.
The most interesting, inspiring or funniest person you have ever met or worked with?Neil French. No one tells a story like he does. And few can think as fast as him. One of the highlights of my careers was brainstorming with him when I was just an Art Director. My mind was whirring at top speed just to keep up with his rate of producing ideas. He just kept coming up with stuff, all of which were pretty good. So the pressure was really on for all of us in that room. It was really rewarding (and a relief) when I managed to come up with something he got excited about.
You have worked in several different countries throughout Asia. How does Hong Kong compare to your experiences in Malaysia, Philippines and Indonesia?It seems like Hong Kong in general has been stuck in a creative rut for sometime when it comes to advertising compared to some of the other Asian countries. Which is hard to fathom considering Hong Kong is Asia's 'Hollywood' in the film industry and a major contributor to Asia's music scene.
I think HK is a very challenging market. HK was among the Asian pioneers in producing world-class work. This was back in the 80s. Somehow, HK has lost its luster. Along with the political handover, some creativity was also passed over. Some of the best creative talents migrated over to China.
Currently, too much focus is put on the HK "bling". Style has taken over substance. But that said, I think HK is making a comeback. This year a couple of agencies got into the D&AD, Clio & One Show. McCann HK got 2 silver nomination in D&AD. So it's a positive sign.
There's no doubting this place has the talent, clients and potential to produce good work. Now, it's just realizing that potential and, hopefully, infecting the whole HK with it.
What's your favourite leisure activity/hobbies outside of advertising?I collect a lot of junk: old radios, televisions, enamel advertisements, furniture, and toys.
Favourite holiday destination?New York. The city is full of life and the people are so polite.
Favourite hotel?The
E&O in Penang. I proposed to my wife there.
Tell me something about yourself that not many people would know.I'm actually a nice person.
Label: persona
