12 Questions : 20 People – #14 Keith Ho, Managing Partner & CCO at Grey Hong Kong
12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in Singapore and Hong Kong, Christian Finucane (right) and Jon Skinner (left) 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 14th interview is with Keith Ho, Managing Partner & Chief Creative Officer at Grey Group Hong Kong (pictured centre).
What’s the most exciting thing about working in Asia?
Definitely the short lead times. Time poor is common to Hong Kong creative. But the good thing is that you can see your baby born in marketing shorter after you are briefed.
What inspires you?
My daughter.
How has social media impacted creativity in the region?
The ‘bull shit’ detector plugged in the social media channels make us more cautious when launching campaigns. And we need to be true to consumer and we got to be insightful and relevant to them.
What is the recent campaign everyone wishes they’d done?
‘Dumb ways to die’. A simple yet powerful campaign that reaches literally everyone.
Which clients are pushing the boundaries and how?
Almost every client pushes our boundaries. Short lead times and more innovative are a norm for every project. Now one big idea has to be extended to many many channels, for instance, social media, PR, creative outdoor and stunt… So we need more effort than ever to finish off everything in a limited period of time.
Are there any cultural ‘creative watch outs’ working here?
Client’s voice.
Which Asian country is punching above its weight creatively?
Singapore and India.
Why does creativity matter?
This is the only thing we survive.
What makes the local industry different?
The blended culture of east and west here make our idea special.
Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?
Cannes. A simple word that both marketers and ad guys relate to fame. (Though not everyone pronounces it right.)
What is the creative issue that frustrates you the most?
Time pressure and budget.
What’s the biggest opportunity for creative people?
It has to be social. All you need is one damn good idea and everyone in the world help promote it in speed of light.
12 Questions to Farrokh Madon Y&R Singapore
12 Questions to Graham Fink CCO Ogilvy China.
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.