CAREERS MEDIA: Soh heads to Fallon McElligott in NY

Mr Calvin Soh is leaving Singapore and his job as Saatchi & Saatchi associate creative director to "broaden my horizons" in New York. Mr Soh has been appointed by Fallon McElligott - one of the top creative hotshops in the United States - as ACD. He said that he had been approached by many agencies but settled on Fallon because "it had the best vibe and it was buzzing with activity". "I'm hoping to take part and learn and broaden my horizon because advertising in Asia is still quite new; only a few decades old. "We don't have the heritage like in London and New York, where advertising has been around for about 100 years. It's a tremendous opportunity to find out how other people think and learn about the nuances of a different culture," Mr Soh told MEDIA. However, he stressed that the gap between Asia and the West was closing very fast. "Take China, for example. Today, it's like Hong Kong in the 1970s but the rate of growth is faster than Hong Kong and Singapore so the catch-up time is shorter," he said. Mr Soh has been in advertising for nine years; he began in traffic as a mail boy in Ogilvy & Mather. He moved up to become account executive and then account manager after spending his spare time over a six-month period watching O&M's training videos. "O&M has hundreds of videos in its training library, dealing with all aspects of agency work from how to write briefs to copywriting and how to spot great ads," he said. However, he said his artistic side was stronger and he later moved to become a writer. He later joined DY&R and then spent the last four years at Saatchis. He will take up his new post in mid-September.

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