10 minutes with Ma Yan (Sheungyan Lo)

Each week Campaign Brief Asia is going to sit down with a prominent creative talent from our region and getting to know them better. Next up in this regular “10 Minutes With” column is Sheungyan Lo (or Ma Yan to his friends), Executive Creative Director, JWT North East Asia & Chairman, JWT China.

What did you do before getting into advertising?

I was a secondary school teacher and a part-time residential tutor of a hostel in University of Hong Kong.

How did you first get into advertising?

I like writing stories. I enjoy the process of creating something from nothing. I thought of becoming a film script writer but at that time the film industry was controlled by triad, then I heard that Agency need someone to write their slogans and headlines for the clients, and Advertising was still a “glamorous” industry to join.

Who gave you your first big break?

Jimmy Lam – I used toreport to him in Lintas Hong Kong between 1990-1994. My first decentcampaign was created with my partner, Kenneth Ip. It was a printcampaign for Philips Washing Machines. That was 1989.

What is your career highlight to date?

Leaving my home town, Hong Kong and joining the wave of development of advertising in China in 1996. I started in JWT Shanghai.

Your two best ads/campaigns that you have been involved with?

TheNike Basketball “Local Hero” campaign’s definitely one of them.

View Local Hero 1.

View Local Hero 2.

View Local Hero 3.

As it’sprobably the first campaign from mainland that put Chinese creativityin the spotlight in the worldwide arena. Before that, no one realized agood advertising campaign could be “Made in China”.

Emotionally, noneother comes close as my second favorite.

Is there an ad that makes you green with envy?

The “Lead India”Campaign from Times of India, I wish I could do something like that,which could help to shape my country for a better and brighter future.

Do you have a ‘worst mistake’ or a most embarrassing moment in your advertising career to date?

“Complaining”(that’s the gentle way to put it) about the client when one of theirBoard of Directors was having dinner right next to our table. Is thisbad enough?

Is there a person you have enjoyed working with the most? (Not someone you currently work with)

BrianLai, Film Director of Tiny Film Unit. He’s a crazy guy in a lovely way.He can be a genuinely gentle and articulative guy in the preparationbut he can easily turn to be a monster in the shoot. He is verycommitted to great work and that’s why he could be very unreasonable inthe set. I enjoy how we enter into “the mood of working”. And he knowswhere all the great restaurants are too.

The most interesting, inspiring or funniest person you have ever met or worked with?

Chan Man Chung, Film Director in Film FactoryHong Kong (we used to work as a team in Ogilvy and Lintas HK), he’salways full of positive energy and dirty jokes. He can always keepeveryone in the room happy.

What’s your favourite leisure/hobby activity outside of advertising?

Leisure: Running and Swimming (so that you can keep yourself alone).

Hobby: Drama (love to act again)

Favourite holiday destination?

Places that my kids love.

Favourite hotels?

Lately, I have stayed in the W Hotel in Hong Kong and the Opposite House in Beijing, pretty cool decor and very friendly staff.

Tell me something about yourself that not many people would know

Dramahelped me to build my confidence as you will have to face a bigaudience to act live. It also helped me to get to know my wife Gwen. Weliterally fell in love on stage.

10 Minutes with Tay Guan Hin.