12 Questions : 20 People – #13 Farrokh Madon, Chief Creative Officer, Y&R Singapore

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 13th interview is with Farrokh Madon, (pictured) Chief Creative Officer, Y&R Singapore.

What’s the most exciting thing about working in Asia?

Asia is compressing decades of growth in the Western World into just a few years here. It’s challenging. It’s promising. It’s exhilarating.

What inspires you?

Life. And my wife.

How has social media impacted creativity in the region?

No longer will some fluffy bunny advertising get away. Results are of paramount importance. And unlike school exams, you don’t get your report card after weeks. It’s in hours, minutes and seconds. And you can’t hide. (Migration to Mars is not yet an option.)

What is the recent campaign everyone wishes they’d done?

Don’t think you’ll find three ad guys agreeing on one thing. If you are referring to Asia, I like the Germ Stamp idea for a soap, by Saatchi & Saatchi Singapore.

Which clients are pushing the boundaries and how?

HPB were good. But the key client has left. So let’s watch the space. A few clients, including our agency’s clients, are pushing. Change takes a little time. The change means less fixed ideas on the media to be used and a little more emphasis on the idea first and foremost.

Are there any cultural ‘creative watch outs’ working here?

Sure. There will be things that are sensitive or taboo in one culture but fine in another. Asia is very diverse and it isn’t possible to deal with this varied subject in any depth here.

Which Asian country is punching above its weight creatively?

China and Korea have come along in a big way. Singapore, Hong Kong, Thailand, Malaysia, India and Japan remain key players.

Why does creativity matter?

Creativity distils the brand essence and delivers it in a meaningful way. Without that you’d be paying for the price of manufacturing the product with a little more for the manufacturer’s efforts. With it, you pay for the image, the story of the brand. And that can amount to a whole lot more.

What makes the local industry different?

Multi-racial cultures and the sensitivities that accompany it. Also budgets the size of an amoeba’s bikini. That puts the emphasis on simple, sharp and effective thinking.

Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?

Cannes Titanium. Bigger stage.

What is the creative issue that frustrates you the most?

Compromises that needlessly kill a great idea.

What’s the biggest opportunity for creative people?

Every day. A new dawn, new technology, a new chance to make the world sit up and notice a great piece of work for your client’s brand.

Photo caption: Jon Skinner (left) and Christian Finucane (right)

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