Creative Q&A: Leo Burnett's Chris Chiu is in the hot seat

How did you get into advertising?
Actually it happened whilst I was in university. Went to business school in the US and part of the curriculum there was advertising. Apart from thoroughly enjoying it, we had to take part in some countywide competitions that I won. Got me going, did some internships in San Francisco and boom, was hooked.

What was your first ever ad?
First ad published was a full page, black and white one for Citibank. For a foreign currency time deposit.

What was your first ever job?
My first paying job (outside of National Service) was working for the Riverside Golf Club in California. I was on the university golf team for 2 years before I lost my place on the roster but by then I was pretty familiar with most of the club pros in the area and they offered me a job that got me some cash and free play. Basically the job description was to get stragglers moving along and on occasion, join some groups to make up the numbers.

What was your worst job ever?
I’ve only ever worked in advertising and in less than a handful of agencies for that matter across the last 19 years. So to answer this in context, and I won’t mention which agency, but it was the one that made me pitch all the time. We won two of the three pitches but it wasn’t fun and I left after 11 months. Made some really good friends though.

What does it take to impress you?
Without doubt, it’s got to be intelligence. And people who are genuinely happy with their lot in life.

Where do you go to be inspired?
I like talking to people. Strangers or even people whom I’ve know for years. We could be talking about anything and I find that I can sometimes latch onto experiences or emotions that I’ve never personally gone through myself. I’m a big believer that life is an incredible journey. The ups and downs need to be embraced.

If you can spend one day with a celebrity/ historical figure, who would it be? Why?
Wow, tough one. A couple of years ago I would’ve said Michael Jordan who makes me feel that a human being truly has no limits. Then I was fortunate enough to have met Jordan once for a brief period on a golf course in California - that was cool. But I suppose these days it might have to be Clint Eastwood. I think he’s got a great gift at telling stories and that only comes from being able to look at things in a certain way. Would be great to have a chat with him over a beer or two.

What is your guilty pleasure?
My guilty pleasure(s) would be food, casinos and women. A good friend of mine once said I could well be James Bond if I was 50 pounds skinnier, fluent in multiple languages and could ski!

If you have to come back as an animal, what would you be? Why?
I used to think an eagle just because I would love to be able to fly. But then I’ve just come back from a business trip in Hong Kong where I went to Ocean Park there for a day and saw how the Giant Pandas live – changed my mind completely. Their ‘job’ is to eat, rest and play in a 17 degree celsius paradise all year around! That would be awesome!

What is the last book you read?
Does Golf Digest count?

What is the first thing you do when you wake up?
Kiss my son Brody.

Worst haircut you’ve ever had?
When your hair is curly, you can never get too adventurous ever, so can’t really say.

Describe your typical day:

1. Wake up and wish I had the fortitude to go do some exercise. Never do.
2. Walk my kid to the school bus and head off to work.
3. Catch up on reviews, emails, meetings pretty much all of the day.
4. Wish I had the fortitude to head for the gym after work. End up at a pub instead.
5. Have some super oily supper dish knowing that I will wake up the next morning and work it off. Hah!

Can you suggest a question for our next Q&A candidate?
What’s your BMI (body mass index)?