12 Questions : 20 People - #3 Ted Lim, Chief Creative Officer, Dentsu Network/Asia

Ted Lim.jpg12:20 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 third interview is with Ted Lim, (pictured) Chief Creative Officer, Dentsu Network / Asia.

What's the most exciting thing about working in Asia?
I work with 20 offices across 8 countries. There's something to keep me up every night.
 
What inspires you?
Bright people, brilliant ideas. Steve Jobs, Neil Gaiman, Tim Burton, Bill Bernbach, Shakespeare, Sun Tzu.
How has social media impacted creativity in the region?
Social media has opened up a new playground for creativity. Changed the way we move people to move business.
 
Volvo_Splits.jpgWhat is the recent campaign everyone wishes they'd done?
At the risk of sounding unoriginal and repetitive, "Dumb Ways To Die" and more recently, Van Damme's "Epic Split".
 
Which clients are pushing the boundaries and how?
Coke, Uniqlo, Samsung, Nike, Apple.  Big brands doing cool stuff using non-traditional channels to sustain interest in their brands.
 
Are there any cultural 'creative watchouts' working here?
Every country is a cultural challenge. Race, religion, social, economic and political differences are all key considerations.
 
Which Asian country is punching above its weight creatively?
The Philippines has upstaged more developed countries in recent years. Japan never fails to surprise and India makes its presence felt consistently.
 
Why does creativity matter?
It defines and differentiates what people buy, influences the purchase decision and keeps people like me gainfully employed.
 
What makes the local industry different?
If you are referring to Singapore, the industry is dominated by multinational agencies. Hence a lot of work isn't all that local in character.
 
Jon_Christian.jpgCannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?
Every ambitious creative person wants a Cannes Lion or two. It has become the Oscar of the creative industry.
 
What is the creative issue that frustrates you the most?
The fact that we can't add more hours to a day.
 
What's the biggest opportunity for creative people?
Opportunities are everywhere. Anything is possible with talent and tenacity.

Pictured above: Jon Skinner and Christian Finucane.

12 questions to Eugene Cheong, Ogilvy & Mather Asia Pacific.
12 questions to Joji Jacob, DDB Singapore.

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