In December 2002, it started the world's first global creative independent that operates borderlessly on the web.
The Dukes of Urbino.com draws on the main agency's strategic and creative services and works for brand owners in any country, as well as design companies, media specialists, management consultants - and other advertising agencies.
But if that inspires you to run out and open Asia's first virtual agency, you're too late. Ian Thomson and Evan Burford did it in 2002. It's called The Naive Network, bristling with clients who are anything but naive.
Their roster includes the famous Oriental Hotel Bangkok, MGM, Indonesia's Bir Bintang, the Prana spa in Bali, and Thailand's first international wine, Monsoon Valley. The client-agency relationships are mostly conducted online, with face-to-face meetings as required. Clients log in to their own secure area where they can view work in progress. And on that score, Naive is solutions-neutral. Their recommendations could encompass above-the-line advertising, direct marketing, interactive, promotions - whatever it takes to achieve the objective.
Why did the duo go virtual? They were both fed up with the "big corporate ad agencies and their stifling layers of bureaucracy". At the same time, they were reluctant to open just another small agency with burdensome overheads. Buoyed by the widespread acceptance of video conferencing, broadband access and streaming video, Thomson and Burford realised that the time had come when work could be sent anywhere in Asia, or the world, for that matter. To support them, they have assembled a pool of like-minded creatives, who are bound by legal confidentiality contracts.
Thomson's last 'real' job was executive creative director of Ogilvy & Mather Shanghai. Burford was creative director of Rediffusion DY&R in Mumbai.
Ironically, their first project was turned around in 10 days for a client disenchanted with his multinational agency which had been sitting on the project. But internal politics forced the client to reluctantly hand the job back to his agency.
Since then, however, agencies have also become clients with work flowing in from Japan, Indonesia, Thailand and Singapore. These agencies are open to the idea of outsourcing work, especially in pitch situations.
But why the name 'Naive'? Because it conveyed the sense of childlike enthusiasm applied to the business of generating ideas. And so to passion of a more traditional variety.
Invited to speak at the 18th Philippine Ad Congress, I discovered one of the most passionate ad industries in Asia.
Some 5,000 people - clients, suits, media specialists, production companies and creatives - gathered at the Baguio hilltop resort.
Their passion carried right to the top, too: President Gloria Arroyo herself delivered the opening address, calling on the advertising industry to help shape the national identity and make the country a global icon by developing a "Brand Philippines". The creative awards were the climax.
The year's work was utterly stunning. Immaculate print, television to die for.
The winners were fairly evenly spread over the main agencies. David Guerrero, the best-known Philippine creative, scored his usual triumphs, but was genuinely delighted to share the gold with some highly talented rivals.
For my money, the Philippines served notice that Thailand, Singapore, Malaysia, Hong Kong, India and China now have a serious challenger.