BBDO Singapore invests in next-generation talent with four new creative appointments
BBDO Singapore has announced four key creative hires with Lauren Lim as Creative Director, Mark Ibaviosa as Senior Copywriter, Tan Zi Wei as Art Director and Amos Chen as Copywriter.
Primus Nair, Executive Creative Director, said, “It is important for all of us to recognise that, as content is manifesting itself in all shapes, forms and formats, the need to stay true to a brand’s purpose and socio-cultural insights is as vital as it’s ever been. This is what every single creative talent is geared towards. And in their past work, this is something that Mark, Lauren, Zi Wei and Amos know a thing or two about.”
(Pictured from left: Lauren Lim, Mark Ibaviosa, Tan Zi Wei and Amos Chen)
The new creative members, together with BBDO’s growing creative department, will look to continue creating work that serves to the agency’s mission – to create the world’s most compelling commercial content.
3 Questions to 4 Creatives
To Create The World’s Most Compelling Commercial Content – What does that mean to you?
Chen: “To me, compelling content strikes an emotional chord with people.Something which they can relate to, and that requires a deep understanding ofhow people think and work. When you want to get people talking, you have toknow what gets them talking first, and that can only be achieved by tapping onhuman insights.”
Tan: “No space is too big or small for an idea and a thought to beconveyed. Be it on Instagram, a tweet or even a few seconds on Snapchat.”Lim: “Let’s put it this way, people’s attention spans aregetting shorter and we have to compete with the likes of famous Internet catsand selfie-taking celebrities. If we make something that breaks through thatclutter and gets people feeling and doing something, then I’d say we’ve doneour work well.”
Ibaviosa: “Anything that movespeople, really. Stuff that gets them sharing, posting, smiling, nodding ormaking a face. It’s getting people to feel something and act on their feelings.“
What is your proudest piece of work to date?
Lim: “As a woman in a male-dominated industry, the Pantene Philippine’s ‘Labels against Women’ campaign I worked on at BBDO Guerrero was very personal, and it was gratifying to see how this universal issue sparked dialogues everywhere.”
Ibaviosa: “Being part of a team that got Filipino men to reconsider using a razor brand which most thought was used by women to shave their legs marked a milestone for me, not only because we successfully reappraised the brand, but also because we earned the Philippines its second Cannes Gold lion.”
Chen: “I just graduated from NTU, and in my final year I was part of the team that created ”Familiar Strangers’, which aimed to improve our understanding towards low-wage migrant workers through their own stories. It gained coverage on The Washington Post and The Huffington Post and showed me that our work can make a positive difference in the world, which is what good work is all about.”
Tan: “Mine would be the ‘Liking Isn’t Helping’ campaign for Crisis Relief Singapore, where we reminded the public that volunteer work extends beyond the Facebook LIKE button. It was a sobering message, tapping on the increasingly disconnected and apathetic state of Singaporeans. It picked up a Gold at Cannes Lions and Grande for Humanity at AdFest.”
What is in the pipeline for you at BBDO Singapore?
ALL: THE WORK, THE WORK, THE WORK!