Newsmaker: Why Rob Sherlock took up the worldwide executive creative director gig at ADK

Earlier this month Campaign Brief Asia broke the story that well known Singapore-based creative director Rob Sherlock is to join Japanese-based ASATSU-DK (ADK) as its’ first Worldwide Executive Creative Director.

Sherlock, will focus on markets outside of Japan, and will lead overall agency creative evolution, while supporting ADK’s global expansion plans, especially in the Asian region.

He was Regional Creative Director of FCB Asia Pacific, moving on to become Chief Creative Officer of Draftfcb Chicago in 2007, leading the 1300 person office through 3 years of unprecedented growth. Sherlock will be based at ADK’s Singapore office.

In the first of a regular “Newsmaker” column Campaign Brief Asia finds out more about Sherlock.

What appeals to you about this new worldwide job at ADK?

The challenge, the people and the potential. Japan is the world’s second largest advertising market and ADK is a massive force that’s evolving both locally and internationally. There’s a big focus on Asia and, coincidently, that’s where I love working and living. 

This is a newly created role within the ADK network. What will be your main objectives/tasks there and what do you think the main challenges will be?

What are ADK’s aims outside of Japan in Asia?

ADK has a surprisingly solid Asian network and the plan is to grow this in terms of talent, collaboration and work. There’s a big focus on really raising the creative bar and a lot of this will come from new business.

Since returning from FCB Chicago what have you been doing?

I partnered in starting a retail lifestyle brand called Benares. We have two stores in Singapore and have just entered Hong Kong & USA. Please visit us. Use the words ‘I’m a friend of Rob’s’ and you’ll get a 10% discount.

What’s the difference between working in Chicago and working in Asia? What do you like about each market?

About 40 degrees in the winter.  No, USA is a massive machine that’s reliable but somewhat predictable. Asia is more renegade – a lot of unexpected things happen which makes it a far more interesting ride.

What did you do before getting into advertising?

I thankfully failed at chartered accountancy. I was also an apprentice electrician but got badly electrocuted. So I suppose I failed at that too.

How (or why) did you first get into advertising as a career?

My brother was working as a junior copywriter at BBDO South Africa and he seemed to be having far more fun than me.

What was your first big break in advertising?

JWT London in the eighties. An amazing agency led by Jeremy Bullmore and Allen Thomas.

What is your career highlight to date?

I think Chicago – coming in at the start of the recession in 2007 and helping build it to be one of the world’s biggest agency offices in just over 3 years. It was pretty brutal but certainly rewarding.

Your two favourite ads/campaigns that you have been involved with? (either as a CD or a writer/AD)

Dow’s ‘The Human Element’ is one. It really helped globally transform the company from the inside out. I also did an Avis campaign when I first started that taught me the pain & pleasure of rewrites.

Is there an ad that makes you green with envy? (your favourite ad ever)

Johnnie Walker – The man who walked around the world. A seamless story impeccably produced. BBH at its best.

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

Yes.

Is there a person you have enjoyed working with the most?

Jonathan Harries, Worldwide CCO of FCB. An incredible mix of humour, humility and intelligence. On top of that he’s a really nice bloke.

Who is the most interesting, or most inspiring, or funniest person you have ever met or worked with?

Chris Kyme would be the funniest. Although he’s certainly an acquired taste of humour.

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

Travelling. My family is splattered around the globe so I love visiting them as often as possible.

Favourite holiday destination?

Birmingham, England – to see my mom.

Favourite hotel?

Holiday Inn Express. Honestly. Small but perfectly formed. They’ve though of everything, including the environment.

Tell me something about yourself that not many people would know.

I wear a fake Rolex.