Adrian Peter Tse
May 19, 2016

MediaWorksXI kicks off with media and creative brief for Bulgari

HANOI - The 2016 edition of MediaWorks, the four-day training event for young media talents, has kicked off in Vietnam with a challenging brief from global luxury brand Bulgari.

MediaWorksXI kicks off with media and creative brief for Bulgari

Torie Henderson, president of global account management for Omnicom Media Group and chairperson for the event, now in its 11th year, opened MediaWorks with an anecdote.  

“I heard someone say MediaWorks is like jumping into a bath full of ice after being in 50 degree heat,” said Henderson. “I’ve also heard them say that only the strong survive.”

Under the guidance of senior industry mentors, MediaWorks aims to replicate real life, challenging teams to pitch for a client with a real brief in real time.

This year’s event has attracted 108 trainees from across Asia-Pacific. The participants have been split into 13 teams, each with a designated mentor.

The mentors are:

  • Anathea Ruys, Head of Fuse APAC, Omnicom Media Group
  • Lee Smith, President, Annalect APAC
  • Charlie Newbery, Regional Head of Media, Red Fuse Communications
  • Chor Mui Lee, Head of Communications Planning, APAC, ZenithOptimedia
  • Tomonori Inasaka, Communication Planning Director, Dentsu Media
  • Nathan Cook, Head of Trading, Asia Pacific, Maxus
  • Steve Garton, Proprietor, Steve Garton Consulting
  • Amrita Randhawa, CEO, Mindshine China & Hong Kong
  • Lyndon Morant, Head of Strategy - Japan, Korea and Taiwan, Mindshare
  • Navaneeta Das, International Client President, Carat Asia Pacific
  • James Spendlove Hawkins, Chief Digital Officer, Dentsu Media Asia
  • Rosalynn Tay, CEO, Dentsu Aegis Network Singapore
  • Paddy Crawshaw, Head of Strategy, OMD APAC

Opening the event, Henderson offered the delegates some words of advice. Then Bulgari was revealed as the client.

Representing the client are:
  • Edouard Leng, regional client services director, ZenithOptimedia (client chair)
  • Boris Barboni, International Marketing Director, Bulgari
  • Cristiana Cucco, Global Media and Advertising Director, Bulgari

Before Bulgari presented the challenge to the delegates, a panel of senior industry leaders shared their journeys in the media industry and offered some invaluable advice on approaching the client brief and MediaWorks experience.

“Make sure you ask the questions behind the questions in the brief,” offered Gerry Boyle, chief executive officer of Publicis Media Asia-Pacific. “Be a team for the next 66 hours and enjoy it. Make sure you have a line of sight between the strategy and the outcome for the client.”

Amrita Randhawa, CEO for Mindshare China and Hong Kong, advised teammates to lift each other up. "The teams here [delegates] come from diverse markets and disciplines," Randhawa said. "Take advantage of that and add to what each of you are saying. It’ll be the best product only if you do that.”

Rosalynn Tay, CEO of Dentsu Aegis Network Singapore added: “I think you all [delegates] need to get some sleep so you can think clearly. Plan properly and be mindful of what you do. Eat well and rest properly.”

Henderson, echoed the advice to get some sleep, ahead of a busy four days. “One of the most important things to remember is to listen and ask questions. The mentors are not here to do the work for you, they are here to guide.”

 

Related Articles

Just Published

6 hours ago

Performance marketing, is it really effective?

Following Airbnb's move to shift spend out of performance, five performance-marketing experts from across Asia-Pacific discuss where the brand may have gone wrong and argue the value of balancing performance with brand.

7 hours ago

DDB's hard-driving culture delivers wins, but at ...

AGENCY REPORT CARD: A dogged pursuit of pitches pays off in terms of new business, but our concerns about a lack of innovation and the network’s employee churn remain.

7 hours ago

Let’s call time on the masculinity of beer

It's no wonder many women don't feel beer is a drink for them when much of the sector's most famous advertising—including for AB InBev's brands—has been so geared towards men.

7 hours ago

Standard Chartered to use Dentsu Curate to drive ...

This win follows a pilot project across 30 markets using a made-in-APAC programmatic solution, which resulted in a more than twofold improvement in both campaign efficiency and video completion rate, according to the agency.