12 Questions : 20 People – #16 Jon Pye, creative partner, Brilliant Agency, Singapore

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Jon Pyne photo.jpg12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in the region, 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 16th interview is with Jon Pye, Creative Partner, Brilliant Agency, Singapore.

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

It’s rich, colourful and constantly alive – adapting to new environments and the bigger world.  You’ve just to keep your eyes open to be inspired.

What inspires you?

Apart from the above – people who think from the head AND heart. They are the people that change the world and make a difference and get remembered.

 

How has social media impacted creativity in the region?

It has definitely made clients sit up and look beyond traditional media and prescriptive briefs. However, while everyone wants to be a part of the movement, I feel that many don’t know exactly how and when best to use it.

 

dumb_ways_to_die.jpgWhat is the recent campaign everyone wishes they’d done?

Not sure I speak for everyone but probably Dumb Ways to Die. Despite it actually not having an impact on the hard-nosed numbers it was designed to address, it was definitely a breakthrough on how to reach out and engage millions – and brilliantly executed not only in the viral video but also through traditional media and the online game.

 

Which clients are pushing the boundaries and how?

The ones that want to make a difference to people’s lives through brand association – for example SingTel’s old phones for the elderly, whereby customers upgraded their smartphones for new models and donated the old ones to the elderly for free so they could keep in touch – very smart.

 

Are there any cultural ‘creative watchouts’ working here?

Keeping the big idea simple.  Most of the campaigns we create at Brilliant need to travel across the region, so a clear understanding of what is acceptable throughout the region is important. Our clients all want one idea that travels.

 

Which Asian country is punching above its weight creatively?

Thailand has always been a favourite of mine when it comes to print and TV – the work gives you a clear look-in to the psyche of the people and how they see life – must be a cool place to live.

 

JS CF Surry Hills photo crop.jpgWhy does creativity matter?

It has the power to make connections, to change people’s feelings and emotions: whether to laugh, cry, or simply take action and purchase. Creativity done well creates a memorable impact.

 

What makes the local industry different?

Being a smaller independent agency, the network support from other independent agencies is tremendous. We are all definitely working towards showing how small can mean big.

 

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

We just talked about Creativity. Place that with innovation and social impact then you have something very special. Mayo DraftFCB’s innovative billboard for the 2013 intake of students to the University of Engineering and Technology in Peru is a great example. Lima is a very dry, arid place. Through some technology genius they created a billboard that harvests humidity from the air and converts it to clean, safe drinking water in a place where water is at a premium for the surrounding population. What student who wanted to follow a career in that field wouldn’t want to enrol?  Creativity, technology and social responsibility that impacts on people’s lives – that’s big.

 

What is the creative issue that frustrates you the most?

Inward thinkers not outward visionaries.

 

What’s the biggest opportunity for creative people?

Treat every brief you get to do something different. There is potential to even do great work on a SG$5k budget!

 

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

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