To underline the point, BBDO Malaysia recently organised an in-house seminar to reinforce the agency network's vision and mission to staff, who were all suitably attired in special forces garb and greeting each other with a military salute.
The gathering was addressed by regional chariman, Raymond So - who played the part of commander-in-chief - and his number two, Tom Kao.
Jennifer Chan, the agency's Malaysia chief executive officer, told her staff not to be afraid of anyone and outlined how their goals would be achieved: systems and processes, training, HR and operating smarter than the enemy.
The staff lapped it all up with great gusto and there was talk of "Let's nuke 'em all", "It's death before dishonour", and that they would be "the most feared unit since the Kamikaze".
So revealed that if the Malaysia morale-boosting initiative proved to be a success, he would roll out similar endeavours in BBDO's other Asian operations.
Diary's only concern is what happens to delinquent staff and prisoners of war.
