12 Questions : 20 People – #12 Graham Fink, Chief Creative Officer, Ogilvy China
12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in Singapore and Hong Kong, 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 12th interview is with Graham Fink (pictured), CCO, Ogilvy China.
What’s the most exciting thing about working in Asia?
Anything can happen in the next 30 seconds.
What inspires you?
The next 30 seconds.
How has social media impacted creativity in the region?
It’s probably had the biggest impact on life since the Cultural Revolution. In China it has given people a voice to express themselves and share their ideas and creativity. When you really think about that, it’s quite amazing.
What is the recent campaign everyone wishes they’d done?
The one everyone’s talking about on social media.
Which clients are pushing the boundaries and how?
Sadly, very few. However I think it’s up to us to push the boundaries and then help our clients become brave enough to buy the work.
Are there any cultural ‘creative watch-outs’ working here?
It’s a cultural minefield. I’m learning to tread very carefully.
Which Asian country is punching above its weight creatively?
India.
Why does creativity matter?
Imagine a world where it didn’t.
What makes the local industry different?
They often say here, that what works in Asia, doesn’t work in China.
Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?
All of them. Am I allowed to be greedy?
What is the creative issue that frustrates you the most?
When I can’t think of anything good enough.
What’s the biggest opportunity for creative people?
I see many more creative opportunities here than in London. They are right under your nose.
Photo caption: Jon Skinner (left) and Christian Finucane (right)
12 Questions to Jeffry Gamble DDB Group Hong Kong.
12 questions to Alvin Lim DraftFCB Shanghai.
12 questions to Valerie Cheng JWT Singapore
12 questions to Ajay Thrivikraman Publicis S.E. Asia.
12 questions to Tay Guan Hin JWT Singapore.
12 questions to Jason Hodges Brilliant Agency Singapore.
12 questions to Andy Greenaway, SapientNitro Singapore.
12 questions to Paul Chan, Cheil Hong Kong.
12 questions to Ted Lim, Dentsu Network Asia.
12 questions to Eugene Cheong, Ogilvy & Mather Asia Pacific.
12 questions to Joji Jacob, DDB Singapore.