everybody is creative

2015
EVERYBODY IS
CREATIVE
SPECIAL GUEST
SPEAKER:
Nils Andersson
President & Chief Creative Officer
TBWA\ Greater China
Merlee Jayme
Chairman & Chief Creative Officer
DM9 Jayme Syfu, Philippines
Yasu Sasaki
Executive Creative Director
Dentsu Aegis Network/Dentsu Inc.
Steve Molloy
Creative Director,
App Strategist, Author,
LOMAH Studios, Sydney
Tham Khai Meng
Worldwide Chief Creative Officer
Ogilvy & Mather, New York
Sonal Dabral
Chairman & Chief Creative Officer
DDB Mudra Group, India
Steve Lawler
Head of Creative - Kult Magazine
Vinod Savio
Integrated Creative Director - DDB
Group/Tribal Worldwide, Singapore.
Pat Law
Founder of social influence agency
GOODSTUPH
creative
allstars
EVERYBODY IS
CREATIVE
WELCOME TO
SPECIAL GUEST
SPEAKER:
Tham Khai Meng
Worldwide Chief Creative Officer
Ogilvy & Mather, New York
Nils Andersson
Merlee Jayme
Yasu Sasaki
Steve Molloy
Sonal Dabral
Steve Lawler
Vinod Savio
Pat Law
President & Chief Creative Officer
TBWA\ Greater China
Chairman & Chief Creative Officer
DDB Mudra Group, India
Chairman & Chief Creative Officer
DM9 Jayme Syfu, Philippines
Head of Creative - Kult Magazine
Executive Creative Director
Dentsu Aegis Network/Dentsu Inc.
Integrated Creative Director - DDB
Group/Tribal Worldwide, Singapore.
Creative Director,
App Strategist, Author,
LOMAH Studios, Sydney
Founder of social influence agency
GOODSTUPH
Everybody is creative!
THE NEXT BEST THING COULD BE YOU!
As creativity embraces a myriad of media possibilities, new skill sets come
into play in a wireless, borderless world. This global gathering of breakthrough
thinkers who will inspire marketers and the creative community in Malaysia to
excel beyond the sea of sameness. Marketing communications professionals
who want to lead change and profit from better creativity will win at this
one-day historic event.
SUPPORTERS
EVERYBODY IS
CREATIVE
creative
allstars
S T A R R I N G
SPECIAL GUEST SPEAKER:
Tham Khai Meng
Worldwide Chief Creative
Officer - Ogilvy & Mather
Khai made history by leading Ogilvy
& Mather to win Network of the
Year at Cannes four times in a row
in 2012, 2013, 2014, and 2015. The
agency’s 2013 win came in the
same year that client Coca-Cola was
named Creative Marketer of the Year
at Cannes and was accompanied by a
record-shattering haul of 155 Lions,
including 4 Grand Prix.
AdAge has called Khai ‘One of the
world’s most influential people in the
communication business.’
Khai’s story began at Central
St Martins in London where he
graduated with a BA First Class
honors. This led to a scholarship to
pursue an MA in Film at the Royal
College of Art in London.
Chicago; and later in Singapore
with stints at McCann Erickson and
Bateys. He joined O&M in 2000 as
Regional Creative Director of Asia
Pacific and led them to win the
Agency of the Year title for eight
straight years. Following this, Khai
took on the additional role of CoChairman Asia Pacific. He was also
inducted into the Campaign Brief Hall
of Fame during this time.
In 2009, Khai moved to New York
to assume the role of Worldwide
Chief Creative Officer. He now
oversees the work of the entire O&M
worldwide network, including all of
its global offices.
One of his first moves was to
inculcate ‘Pervasive Creativity’
throughout the company, a concept
he originated where everyone in the
organization, regardless of title, has
the responsibility to be creative.
Upon completing his studies, Khai
went into advertising and revealed
an early aptitude for big brand work,
first at Leo Burnett London and then
As one of the most highly-awarded
creative directors of his generation,
Khai has served on numerous juries.
He was President of both the Film
Merlee Cruz-Jayme
in the 20 top creative directors in
ASIA as reported by Campaign brief
Asia this year.
Chairman & Chief Creative
Officer, DM9 Jayme Syfu
Merlee is the first Filipino to be
awarded The Creative of the Year
for Southeast Asia in the Campaign
Asia Pacific Agency of the Year.
Working as a creative for 24 years,
she has also been recognized with
The HALL OF FAME AWARD from
the Creative Guild of the Philippines
and the NEW YORK FESTIVALS
CREATIVE ACHIEVEMENT AWARD.
She is DM9 Jayme Syfu’s (Highmeh,Sigh-foo)”Chairmom” and Chief
Creative Officer and the only woman
DM9 Jayme Syfu is the small shop
she founded 9 years ago.
It is ranked the Philippines’ no. 1 by
Campaign Brief Asia,
-no. 25 worldwide in the Gunn
Report, the highest ranking a
Philippine agency has ever reached
-awarded the first Campaign Asia
Pacific Agency of the Year in
Singapore
-the reigning 4As Philippine Agency
of the year, making history by
winning 4 out of the 6 categories in
the award show.
and Press juries at Cannes in 2012
and has chaired juries at D&AD,
One Show, the Clios, and London
International Advertising.
Khai has spoken at the World
Economic Forum, and taught master
classes at St. Martins and Royal
College of Art in London. He is a
Fellow of the Royal Society of the
Arts and also a contributing writer
for Campaign Live.
He is Chairman of the Ogilvy &
Mather Worldwide Creative Council,
and also serves on the board of
directors at Miami Ad School, Berlin
School of Creative Leadership and
Future of Storytelling New York. He
recently became involved in the Bill
and Melinda Gates Foundation.
After a lifetime of fighting fires - and
starting a few too, Khai now lives in
a historical 19th c. firehouse in New
York City, a building that was once
home to another creative when he
first moved from Pittsburgh: Andy
Warhol.
It is also famous for winning the
country’s very first Cannes Lion
Media for Gabriela and the first
Cannes Lion Grand Prix for “Smart
txtbks”.
Some of her jury duties include
The Cannes Chimera for the Bill
& Melinda Gates Foundation,
The Andy’s, New York Festivals,
ADSTARS, the Cannes Lions
Festival and The Clio Awards.
Last May, she was one of the
distinguished speakers in the 2015
IAA Global Leadership Forum in
London.
EVERYBODY IS
CREATIVE
creative
allstars
S T A R R I N G
Executive Creative Director,
Dentsu Inc. and
Dentsu Aegis Network
Director, Digital Creative
Center, Dentsu Inc.
what inspires him extends well
beyond into areas like hybrid arts,
digital architecture, game design,
and interactive product design. A
self-professed ‘Geek,’ Yasu spends
time inventing things in the field of
next-generation communications.
clients such as Honda, Coca-Cola,
Google, All Nippon Airways, Kirin
Brewery, Lenovo, and UNIQLO.
His list of awards includes Cannes
Lions, D&AD, The One Show,
Spikes, AdFest and CLIOs, of which
he’s also been a jury member.
Yasuharu (Yasu, to those who
know him) is an Executive Creative
Director with a background in
computer science whose curiosity
has always found a way into writing,
digital design, and programming.
Although he works in advertising,
In 1995 Yasu joined Dentsu, where
he accomplished advertising’s
greatest feat: staying at the
same agency for 20 years. With
additional stints at IconNicholson,
StrawberryFrog and Dentsu
America, Yasu has worked on
Sometimes, you’ll find Yasu
kayaking anywhere from the rivers
of Mongolia to the Hudson in New
York. Always, however, he seems to
be wearing a cool shirt.
Steve Molloy
He wrote the bestselling book “How
Apps Are Changing The World” with
companies such as Crispin Porter
+ Bogusky, Saatchi & Saatchi New
York and Disney Mobile.
help you improve your clients’ apps,
your company’s apps, your own
personal app project or the idea to
change the world.
Yasuharu Sasaki
Creative Director,
App Strategist & Bestselling
Author of ‘How Apps are
Changing the World’
Steve Molloy is Australia’s leading
authority in digital and mobile apps.
Steve Lawler
Head of Creative - Kult
Magazine
Born in Iran, raised in Hong Kong
and educated in Europe, Steve
is from the prestigious FABRICA
school in Italy, Benetton’s centre
for communication. After landing
his first job working for Diesel,
creating their rebellious and
experimental web presence, he was
then hired by Ogilvy in Singapore
where he refined the skills of
advertising which would prepare
him for his next adventure: starting
the independent communication
agency and magazine Kult. Known
for their contribution to the regions
In his book Steve explores the
ideas, theories, strategies and
technologies behind apps which can
underground art scene, they are
breaking through to the mass
market with their free quarterly
publication. He juggles his roles at
Kult (a boutique agency which also
publishes Kult magazine), curator of
art exhibitions, and as a Designer,
while conducting the occasional
art workshop or immersing himself
in his favourite art medium of silk
screening.
Steve is the Head of Creative at
Agency Kult3D, overseeing projects
from large regional campaigns, to
independent self-initiated projects.
He is the brains behind Kult
Magazine and Kult Artcade Machine,
a mobile publishing platform for
art and design. Working as Curator,
He is currently working on a
documentary with the same title to
follow on from the success of the
book.
Designer, Teacher, Writer and
Artist, he is regularly creating or
participating in New Media and
Art Installations and has vast
experience thinking for brands and
institutions with a focus on Asia.
Steve is also the man behind Mojoko
which was founded in 2005 as a
reaction to overuse of the computer.
Mojoko is a kind of happy chaos, a
reaction to the cornucopia of images
from today’s global mass media.
“I have always been inspired
by B-Movies and trash cinema,
Bollywood movie posters and
Chinese medicine packaging. I
feed off everything around me, and
living in Little India fuels a lot of my
current work.”
EVERYBODY IS
CREATIVE
creative
allstars
S T A R R I N G
Nils Andersson
President & Chief Creative
Officer, TBWA\ Greater China
In 2014, Nils was named Greater
China’s Creative of the Year by
Campaign Magazine. The Won
Directory also ranked him 4th
most awarded Creative Director
in the world and his Penguin ‘Mic’
campaign was the most awarded
print in the world.
Originally a member of the British
Olympic fencing squad, Nils studied
graphics and was then offered a
place at the Royal College of Art.
Sonal Dabral
Chairman & Chief Creative
Officer, DDB Mudra Group,
India
Deeply passionate about all
things creative, Sonal Dabral was
born in India and studied Visual
Communications at India’s foremost
design school, the National Institute
of Design. Instead of making him
the next Paul Rand or Tibor Kalman,
the universe had other designs
and threw him into a career in
advertising.
Destiny knows best it seems since
in 3 different markets across Asia
he has led his agencies to the No.1
creative position.
First up, he joined Ogilvy Mumbai
in 1991 and helped drive the agency
from creative anonymity to India’s
No.1 creative agency.
Then came Ogilvy Kuala Lumpur in
1999. Deeply affectionate about the
country, Sonal spent some of his
He began in London as a designer
and moved on to create awardwinning campaigns for the likes of
Land Rover, Ford, The Royal Mail,
Woolworths and ING Barings.
In 2001, he moved to Tokyo as ECD
of TBWA Japan. He later went to
Beijing as Greater China ECD Ogilvy
& Mather, where he led them to
become one of the most awarded
agency groups in the world and the
first Chinese agency to win a D&AD
Yellow Pencil.
Nils joined Y&R as China President
& Chief Creative Officer, where he
guided them to become the most
awarded agency in China at Cannes
for two consecutive years and
earned them Campaign’s 2014 China
Agency of the Year accolade.
In 2015 Nils rejoined a resurgent
TBWA as President & Chief Creative
Officer, Greater China.
In 2014 Y&R was China’s most
awarded agency at Cannes, for
the second consecutive year. Nils
was recently named ‘Greater China
Creative of the Year’, and Y&R was
named ‘China Creative Agency of
the Year’ in Campaign magazine’s
annual Awards.
most memorable years in Malaysia.
Within 3 years as the ECD Sonal
helped Ogilvy turn into the most
awarded agency in Malaysia and
one of the top creative offices in
Asia. In 2000 one of his spots won
the Grand Prix at the Asian Media
awards. Soon followed Malaysia’s
first One Show Gold.
was a huge nationwide hit and
helped make IPL 2015 the most
successful IPL ever. A friendship
anthem he wrote for McDowell’s
No.1, a big beverage brand in India,
has garnered close to 10 million
views on YouTube and has been
downloaded over 3 million times and
counting.
Ogilvy Singapore was next - Sonal
led the team to become the No.1
creative office in Asia, and the 3rd
highest awarded office in the world
at Cannes 2007 – a first for an
Asian agency.
A popular speaker, Sonal has
spoken at major festivals like
Spikes Asia, Dubai Lynx, Cristal
Advertising Festival, Turkey, LIA,
besides numerous engagements
across Asia. He successfully woke
up a sleepy audience in Taiwan by
singing an impromptu Bollywood
song during a presentation
sometime in 2005. Since then he
has employed this trick to great
effect in many randomly selected
presentations.
In 1999 the Times Of India, a leading
Indian newspaper had named Sonal
as one of the 50 young Indians who
will lead India into the next century.
Perhaps to keep that promise Sonal
returned to India in 2011 and started
a new chapter in his career as the
Chairman and Chief Creative Officer
of DDB Mudra Group based out of
Mumbai.
Back in India, his work this year
for India’s Premier Cricket League
In an earlier avatar, Sonal has been
a popular TV host on prime time
television, a Bollywood scriptwriter
and has also been channeling his
passion for films into directing ad
films.
EVERYBODY IS
CREATIVE
creative
allstars
S T A R R I N G
Vinod Savio
Integrated Creative Director DDB Group/Tribal Worldwide,
Singapore.
Vinod is the creative head of Tribal
Singapore and creative lead for all
regional and local Unilever accounts
at the agency. He has pitched and
won 11 Unilever accounts since
2012 and as Creative Director
of DDB Group Singapore/Tribal
Worldwide, he strives to blur the
line between digital and traditional
by conceptualizing integrated
campaigns. Vinod began his
advertising career in India, working
for JWT, McCann- Erickson, Ogilvy
& Mather and Grey Worldwide at one
time or the both. A writer at heart,
he is a multiple winner of every
major creative award in the world.
Pat Law
Founder of social influence
agency GOODSTUPH
Pat has worked for agencies like
AKQA, Publicis, Leo Burnett/Arc
Worldwide, TBWA and Ogilvy.
She is a digital marketing specialist
with over a decade of experience
in both traditional and digital media
and is a founder of three companies;
GOODSTUPH – the Social Media
Agency of the Year 2013, ANOTHER
GOOD THING – a social laboratory
and GOOD CHI – an experience
marketing company.
He moved to Singapore in 2007.
Besides traditional ads, he has
created highly awarded and
contagious digital ideas for various
regional and global brands such
as McDonald’s, Unilever, Cisco,
Volkswagen, etc. Vinod’s work
has won several awards and
nominations at Cannes, D&AD, One
Show, LIA, ADFEST, The Work,
Spikes, Effies, Digital Media Awards
and various other shows.
Vinod majored in Electronics and
Physics in University and says, “t
was more an urge to get an insight
into how things worked rather than
Faraday’s principle that had driven
me in this pursuit. A few early
jobs in the insurance and banking
sectors further reinforced the need
I had to venture out on my own to
have the autonomy to be able to sow
GOODSTUPH is a Social Influence
Marketing agency whose works
have been recognized and featured
in leading international publications,
including Complex, Core77, The
Dieline, Fast Company, psfk and
Trendhunter. She says, “We babysit
the digital health of Facebook pages
and deal with nasty backlash in
forums so that you can go have
dinner in peace. There are way too
many self-proclaimed social media
experts who mistake their habitual
googling as McKinsey-worth
insights.”
Pat has conducted talks and
workshops for agencies and
in the seeds of my idea and watch it
bear fruit.”
He created McDonald’s Surprise
alarm - the first Regional Mobile
App for McDonald’s that went on
to be the 1st branded app to be #1
on Apple and Android stores in
Singapore and Taiwan with over 2.8
million downloads and still counting.
He also did Wall’s Save the Children
– an initiative in the Philippines
to raise funds for underprivileged
Children. The Web video garnered
over 3.5 million views in 15 days.
multinational clients like Squad
Digital Kenya, JWT Asia, DDB
Singapore, Ogilvy Singapore, Nike
Asia, Unilever, Estée Lauder Group,
SingTel, 3M, Lenovo and more.
She believes, “There is no media in
‘social media’ in the sense that there
is no inventory to sell. And you can’t
buy real love with money.”
2015
EVERYBODY IS
CREATIVE
M
O
R
N
I
N
G
Celebrity Emcee:
VJ Anand - Executive Creative Director, Creative Juice Kuala Lumpur
9.05am: Opening remarks by Creative AllStars Organising Chairman
Harmandar Singh aka HAM 9.10am:
Sonal Dabral
Chairman & Chief Creative Officer
DDB Mudra Group, India How India became a creative Super Power in recent years!
9.50am:
Pat Law
Founder of social influence agency GOODSTUPH The importance of being a Social Slut
With traditional media on the decline, how does one leverage on humans (or as we call them; key opinion leaders) as
media for a brand? For an agency, why is social capital important in the people you hire?
10.20am:
Steve Molloy
Creative Director, App Strategist & Bestselling Author
of ‘How Apps are Changing the World’
Apps & Creativity
Stephen wrote the best selling book “How Apps Are Changing The World” with companies such as Crispin Porter +
Bogusky, Saatchi & Saatchi New York and Disney Mobile.
11.00am: Morning Tea/Coffee & Networking 11.20am:
Steve Lawler
Head of Creative, Kult Magazine
Creating a collective Visual Vocabulary
Since 2009 Kult has been inviting artists and illustrators from around the world to explore themes and subjects by
creating visual responses to briefs. The results are then published in print, in motion and interactively. This presentation
will highlight some of the powerful imagery and art created by contributors. Expect to see a whole range of visual
pioneers working and blending mediums into every kind of image you can’t imagine.
12.00pm:
Nils Andersson
President & Chief Creative Officer,
TBWA\ Greater China
Fail Harder
On a recent trip to Facebook’s HQ in Menlo Park, California, Nils learned that the company doesn’t employ anyone that
hasn’t failed at something. The idea is that in order to innovate, we have to learn to be fearless in the face of failure. You
have to be bold, take risks and learn to embrace failure, because it is the failures that lead us to the greatest insights.
12.45pm:
LUNCH IS SERVED! 2015
EVERYBODY IS
CREATIVE
A
F
T
E
R
N
O
O
N
1.45pm:
Merlee Jayme
Chairman & Chief Creative Officer
DM9 Jayme Syfu, The Philippines
The Power of Restlessness
“Restlessness not to become useless” has guided me all my life. It started with a genuine urge to help or to just make
a difference. In the creative world of advertising, one can easily be consumed with ideas that feed the ego and nothing
else. But 24 years of writing ads made me realize that restlessness can help you not fall into this selfish trap. More so
if the business of selling has become your challenge everyday. Restlessness led me to start DM9, this small shop of
mine. 33 restless souls with the biggest dream to help. To find solutions to brand problems. Then the world’s problems.
Because the real power of restlessness lies in discovering the noble role of creativity: Creativity that starts from the
heart.
2.30pm:
Yasu Sasaki
Executive Creative Director
Dentsu Aegis Network/Dentsu Inc., Tokyo.
Emotional Digital - Using technology to create deep emotions
3.00pm:
Vinod Savio
Integrated Creative Director
DDB Group/Tribal Worldwide, Singapore. Don’t create ads. Create Brand Purpose.
Why do brands use smart technology to create an ad, when they can create deep meaningful connections with their
consumers? If you want your brand to become relevant, rise above the competition, and achieve salience in the minds of
the consumers, then you have to go beyond traditional and tried methods. You have to look at advertising not as a tool to
communicate, but as an opportunity to connect at a human level. You have to identify your consumer’s unmet needs and
fulfil them. If you can understand the influence you can create in the minds of your consumers, you can create the next
best thing.
3.40pm:
Afternoon Tea/Coffee & Networking 4.00pm:
SPECIAL GUEST SPEAKER:
Tham Khai Meng
Worldwide Chief Creative Officer
Ogilvy & Mather Tham Khai Meng argues that one of the greatest human inventions—and arguably the least appreciated—is storytelling.
He shows how this ancient stone age ‘technology’ may, in fact, be just what the doctor ordered to help Mankind cope
with the dizzying pace of technological change in the modern world. He surveys the rise of AI, VR, the digital revolution
and the inexorable migration from ‘big screens to small screens’, and shows how our world is being disrupted and
transformed by the ‘Tech Overlords’. At the heart of this revolution he sees a paradox: these cutting edge technologies
will depend more and more on the ancient art of storytelling. Having set out the case for the defence, he turns his gaze
onto what stories are and how they work. He discusses the suspicion of storytelling in the hard-headed business world
and claims there is a pressing need to rethink this attitude. Drawing on a wide variety of sources, including the latest
discoveries in the world of neuroscience, he analyses how stories work and reveals how the latest social media apps
are utilising the same neural reward centres that our stone age ancestors would have been familiar with. He will present
a selection of highly creative and entertaining advertising work that reflects these key understandings. The message
embodied in these ads is clear: storytelling is the best means of persuasion yet devised.
4.45pm:
Presentation of Cannes Lions 2015 awards to Malaysian winners!
5.00pm: Close & Thank You
Registration Form
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date
14 SEPT 2015
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admission (HRDF-Claimable):
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Venue
The Grand Ballroom,
Sime Darby Convention Centre,
Bukit Kiara, Kuala Lumpur,
Malaysia.
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