10 minutes with Ronald Ng
Each week Campaign Brief Asia sits down with a prominent creative talent from our region and gets to know them better. This week in this regular “10 Minutes With” column is Ronald Ng, Executive Creative Director, BBDO Proximity Malaysia. Ng and his agency have had a spectacular 12 months at the award shows with their Jeep print campaign.
What did you do before getting into advertising?
I went to Journalism School. But I wouldn’t have gone there if I hadn’t flunk out of Business School. And before that, Social Sciences School. And Law School.
How did you first get into advertising as a career?
I took the JWT Copy Test. They must’ve liked my work a lot because I was offered a lucrative monthly salary of RM600 (USD$180) which I grabbed without hesitation.
Who gave you your first big break?
Soon Cheng Sun of JWT (the same guy who offered me the RM600)
What is your career highlight to date?
My young teams winning the Kancil Young Creative Awards in 2006 and 2008.
Your two best ads/campaigns that you have been involved with?
Olympus ‘Live Washing Machine Demo’.There’s nothing more compelling than a good old demonstration. Here weproved once and for all the camera’s waterproof and shockproof claimsby tossing it into a washing machine at a camera fair. With the cameraswitched on to video mode, it recorded everything to be immediatelyplayed back to the live audience. Credit goes out to the fearlessclients and the unbreakable camera.
Jeep ‘Two Worlds’. Iremember the rush I felt when I first saw the thumbnail. What Mun andhis team achieved in execution was pure magic. More importantly, wecreated a Jeep campaign that didn’t look like any other Jeep campaignbefore.
Is there an ad that makes you green with envy?
Axe Gamekillers.Bastards! Every time I watch this campaign, I feel envious andinsecure. Branded entertainment at its best. Fantastic example ofadvertising that doesn’t look like advertising.
Do you have a ‘worst mistake’ or a most embarrassing moment in your advertising career to date?
Yes. The years I wore a mullet (1994 to 1997).
Is there a person you have enjoyed working with the most? (Not someone you currently work with)
FormerECD of Bozell, Dharma Somasumdram. Just about everything I practisetoday, I picked up from her. Tough yet gentle is an art only a fewpossess. She once told me very calmly, “You didn’t spend too much timeon this idea, did you?”
Who is the most interesting, or most inspiring, or funniest person you have ever met or worked with?
My 4-year-old, Jonah. I wish I was half as funny as he is.
What’s your favourite leisure activity/hobbies outside of advertising?
Hanging out at home with the kids. And after they hit the sack, having an ice-cold beer with the wife. Now, that’s life.
Favourite holiday destination?
TheMaldives. Perfect diving. I once saw an Eagle Ray, Yellow Spotted Rayand Manta Ray all in the span of 15 minutes. And then, a hot Japanesegirl swam by.
Favourite hotel?
The Lone Pine Hotel, Penang. It’s full of character, down to earth, musty, and reminds me of my granddad’s house.
Tell me something about yourself that not many people would know.
I served as an altar boy in my high school days. I have no recollection whatsoever of that period.
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