After looking at 150 out of the 970 entries submitted, the biggest impression on Sinnock was the importance of being "brave and bold", he said in an interview with Thomas Crampton, Asia-Pacific director of social media.
"It's the key message we need to take out of that experience," commented Sinnock, "The work that's coming through is challenging and disruptive—not just in terms of media habits usage and behaviours but also the way brands are setting themselves up in Asia."
One such campaign Sinnock pointed to was one by BBDO India and P&G Gillette India, the "Shave Sutra" campaign, he said, combined consumer insight that "women found shaving their men sexy" with the Karma Sutra for a cheeky integrated campaign complete with TVC, online, social media and on-ground activation.
"It challenged all the preconceptions you might have about sex and naughtiness in a market like India," Sinnock commented.
Reflecting on Ogilvy's past work, Sinnock noted that the agency has done a lot of solid work. "But we need to be braver and bolder in strategic thinking and what we need to sell our clients," he said.
Ogilvy's Fuel event is an internal conference for 300 senior leaders and bright talent under 28 who Ogilvy terms "young stars", but the company is sharing highlights with the public.
