CAREERS MEDIA: Soh heads to Fallon McElligott in NY

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