The former Batey group account director, creative solutions on the SIA account, took on the Motorola task after joining WPP sister agency Ogilvy & Mather Hong Kong as regional business director for Asia-Pacific."I have always wanted to work for O&M. It's the strongest network worldwide which still has a belief in creativity and is strong in Asia."
Despite his lack of background experience in telecoms, Richards is confident that his experience in building airline and consumer goods brands has prepared him well for the new challenge. "The category is not important.
The principle still applies - understand the brand and the power of brand over product.
"I plan to continue to drive the brand across the region, given its great strength in China, and emulate what's happening in China where it's the number one brand."
As Motorola is the top telecom brand in China, Richards anticipates that 40 per cent of his time will be spent growing and protecting the brand in China. "I personally see 2008 as a good year in China because of the Olympics."
On past achievements, he cites his work on the SIA account.
"One of my proudest moments was to try to keep the Singapore Girl relevant for many more years to come for various markets in the world. The direction has been approved, and work is being produced."
Richards counts his ability to listen and his patience as key strengths.
He believes he has the right temperament to handle what he sees as a "bigger role, a bigger account in a far more fast-moving industry".