Newsmaker: Yang Yeo’s challenge at Wieden + Kennedy China is to create work that their Portland head office would be jealous of
During the Week of the Cannes advertising festival in June this year it was announced that Yang Yeo was to leave JWT China to take up the executive creative director role at Wieden + Kennedy Shanghai.
It was a major appointment for Wieden + Kennedy China as creatively the Shanghai office has never really made an impact in the market, despite the reputation and pedigree of their network of highly regarded offices in Portland, New York, London and Amsterdam. It was also a brave move on Yeo’s behalf – to take up the challenge of breathing creative fire into Wieden + Kennedy China and leave the security that the North Asia Executive Creative Director and China Chairman of JWT position brought with it.
At the time of his appointment Mark Fitzloff, W+K’s global co-executive creative director, commented: “Yang represents a new kind of leader for us, in that he is deeply immersed in the business and creative communities of the region. His experience in the region including the last 8 years in China expands the possibilities for W+K and our Shanghai office. I am incredibly excited to see his impact not only in China but around the W+K network”
Yeo’s creative reputation and leadership garnered international attention when he led TBWA China to win the Cannes Gold Lion for the adidas Olympic campaign in 2008 (pictured right). He then followed up that performance by leading JWT Shanghai to win the coveted Cannes Grand Prix in 2011 with the Samsonite ‘Heaven & Hell’ work. Both wins where the first of its kind for mainland China and demonstrated China’s entry into the global creative stage. Yeo was also named ‘Creative of the Year’ by Campaign Asia at the end of 2011.
Campaign Brief Asia spoke to Yeo about these new challenges in another of our regular “Newsmaker” columns.
What made you leave the ‘comfort’ of JWT for the challenge of Wieden + Kennedy?
I had a great gig as Chairman & Regional ECD of JWT China, but I’m at my life stage where I’m no longer motivated by big job titles and bonuses. I’m driven by new successes and clear sense of purpose. I knew W+K Shanghai is a good agency with huge potential, and am very keen to work with the existing leadership team, to pilot and elevate the agency to greater heights. I will not stop till we become a great agency that our Portland office would be jealous of.
What do you think are the key differences between a WPP company and W+K?
Most network agencies put their focus on ‘growth’ by doing more work that the clients want. Whilst W+K focuses on producing the ‘best work’ that is right for the brand. We strongly believe that when this is done right, ‘growth’ will follow.
What will be your main objectives at W+K?
In the next six months, we’ll be reorganising to improve efficiency, morale, and quality of work. In the longer run, we’ll want W+K Shanghai to be a happy and healthy agency that produces smart and popular work.
You have achieved so much in the time you have been at JWT, but what are you most proud of?
I’m most proud of my team. We’ve spend a lot of time and effort grooming and nurturing talents, and many have now moved up the ranks to take on leadership roles in the agency. Those who left JWT also became successful ECDs, MDs, and senior leaders of other agencies, which is also beneficial in raising the overall standard of creativity in China. All the awards won during this period were simply the bi-product of having great people in the agency.
How large is W+K in China and what clients does the agency hold in the market?
W+K Shanghai is made up of a hundred and eight talented and passionate people. Some of the brands we work with includes (but not limited to) Beats, Heineken, Momo, Nike, Shanghai Disney Resort, and Tiffany & Co.
What did you do before getting into advertising?
Like all abled Singaporean male, I served in the Army for two and a half years before joining advertising, and I was pretty good at it too. I was the Best sharpshooter at Military School, Best in Section Leader Training School, Sword winner at the Officer Cadet School, and ended my military service with the rank of Captain, Officer-in-charge of Bravo Company, 313 Combat Engineers Battalion.
How did you first get into advertising as a career?
I started out freelancing at Saatchi & Saatchi Singapore. I was drawing ‘Head & Shoulders’ storyboards for Linda Locke, and visualising ‘Chase Manhattan Bank’ print ads for Francis Wee. After a week, they offered me a full-time visualiser job, because I can draw. I took it because I love the Saatchi & Saatchi name card with my name on it. I kept looking at it, in between meals, on the bus ride home, before I sleep, for months. That was how much I loved my job.
What was your first big break in advertising?
I don’t remember having one big break, but many accumulated small breaks. Starting out at Saatchi & Saatchi and learning from Linda Locke (top left), Francis Wee (top middle), Ding Yew Mong, and John Griffin, set me on the right track as an Art Director. Joining BBH Singapore and working with Simon Sherwood, Cindy Gallop, and my writer partner Howard Collinge (bottom left) helped sharpen my ideas and how to sell them. My time at BBH London with John Hegarty, John O’Keeff, Rosie Arnold, Tony & Kim, Jim Carroll, and the list goes on, up my game to a global level. Getting in bed with Pat Fallon, Joe Duffy, Calvin Soh (top right), and Chris Lee to open Fallon/Duffy in Asia taught me how to run an agency. Moving to China to lead the adidas Olympic campaign with Elvis Chau (bottom middle), Yeat Mung, Psyop, and Mark Zibert, was the single biggest project of my advertising career till date. Working closely with Mayan (bottom right), Tom Doctoroff, and the regional team at JWT during the last seven years provided me valuable knowledge about operating successfully in China and the Asia Pacific region. All these encounters added up, but I hope my big break will finally come at W+K Shanghai.
What is your career highlight to date?
In 2012, my mum and in-laws attended a ceremony where I received the ‘Designer of the Year’ Award from Dr. Tony Tan, President of Singapore. My mum was so proud of me that day, as she got a photograph taken with the President himself.
Is there an ad that makes you green with envy?
Many, but a tvc from the 80’s for Solvil et Titus, titled ‘Pilot’, left me in awe, that a 60 seconds film could be so emotional, engaging, and beautiful.
Who is the most interesting, or most inspiring, or funniest person you have ever met or worked with?
My wife Ching Ian, she’s a lot of fun, armed with nuggets of seemingly useless but entertaining information, and she never fails to amaze me with her strange but somehow workable ideas. Above all, she keeps me real.
What’s your favourite activity outside of advertising?
I love designing spaces and building houses. It’s immensely real and the end product lasts way longer than advertising, which is increasingly transient. And I’m the client as well, investing in my own passion projects. They’ve gone on to win at the Architectural Review House Award, International Architecture Award, World Architectural Festival, and the Chicago Athenaeum Good Design Award.
Previous Newsmaker profile stories:
RajDeepak Das – Leo Burnett India
Rahul Mathew – DDB Mudra West, India
Rob Sherlock – ADK
Masako Okamura – Dentsu Vietnam