Staff Reporters
Sep 24, 2014

Spikes Asia 2014, condensed: The best bits from day 1

SINGAPORE - Our team at Spikes Asia 2014 provides a rundown of the best insights and quotes from the Seminars, Forums and TechTalks that took place Tuesday.

Spikes Asia 2014, condensed: The best bits from day 1

Our team of editors spread out to sit in on almost all of the Seminar, Forum and TechTalk sessions during day one of Spikes Asia 2014. Here, we digest the talks to give you the gist. Click each title for a fuller account. You can catch up on all of our Spikes Asia 2014 coverage here.

Seminar: Say 'f*ck it', but don't drop your pants: Luckysparks

In the eye-opening opening session, Henry Chen and Ssong Yang, founders of content production company Luckysparks enthusiastically seized the opportunity to elaborate on their mantra, which is simply “F*ck it”.

Read on for a full report, including Yang's three tips for a rewarding creative process.

Seminar: What Hollywood can teach the ad industry: Bates CHI&Partners

Hosted by David Mayo, CEO of Bates CHI&Partners, the session also included Larry Hama, comic book writer (and editor/artist) of Marvel; Hollywood producer, screenwriter and executive Gabrielle Kelly; and Johnny Hornby, chairman and CEO of The &Partnership and founding partner of CHI&Partners.

Click through for more, including Hornby's thoughts on where creative talent should come from. (Hint: Not necessarily from agencies).

Accidental agency leader Al Moseley describes how he came to take over the business lead for 180 Amsterdam, and why he ended up believing creatives too often sell themselves short by thinking they aren't suitable for such roles.

Read onward to find out what Moseley is describing in the picture here.

Seminar: 'Don't out-Chinese the Chinese', and other rules for creative entrepreneurs

Julian Boulding, founder of thenetworkone, introduced two speakers with two very different stories to share on starting a new business: Andrew Lok, creative director and founder of Civilization in Shanghai, and Daryl Arnold, founder of Newton Circus in Singapore.

One highlight here was Lok's 10 tips for creative entrepreneurs, including his admonition to "Trust everybody. Once."

Forum: Agencies failing to keep up with change: The Knowledge Engineers

Consumer change is outpacing agencies, new tech skills are required and organisation culture is a hindrance to change and innovation. That according to Niall McKinney, founder and CEO of the Knowledge Engineers, who headed a panel that also included Sean O’Brien, CEO, Carat Asia-Pacific, Aseem Puri, senior director of marketing, Fabric Cleaning Asia for Unilever and Paul Roebuck, Saatchi & Saatchi’s Singapore and Malaysia CEO.

Read on for a full report, including Roebuck's contention that creating a culture that can continue to change and innovate is “something that’s taking agencies a lot of getting used to.”

Seminar: How to stand the test of time: AKQA

In a simple yet enlightening presentation, Rei Inamoto, chief creative officer of AKQA, discussed what it takes to make a lasting impression.

Check out the full report, including Inamoto's worry that "most of what we do in the advertising and marketing industry is quite ephemeral”—plus his advice on how to create something lasting.

TechTalk: The immersive future: Xbox watches your every move

“The mouse and keyboard are not natural; they’re learned,” said Microsoft’s GM for advertising and online in APAC, Adam Anger, explaining the company’s goal to make interacting with technology as intuitive and natural as possible. That leads to deeper engagement, or what co-presenter Guy Hearn, chief innovation officer for Asia Pacific at Omnicom Media Group, called the "immersive future".

Click through to find out how far the Xbox can go in analysing a consumer's level of engagement. 

Seminar: Don't focus on technology when marketing technology: SuperHeroes

Rogier Viiverberg, executive creative director and founder of Amsterdam-based agency SuperHeroes, delivered a thought-provoking seminar about the importance of connecting with audiences emotionally, in the face of technology innovations.

Read the full report for more, including Viiverberg's claim that at his agency, “We save the world from boring advertising.” 

TechTalk: More than a 'Gee-whiz' factor: Technology generates actions

Three representatives from Proximity (Melanie Clancy, creative director; Laurent Thevenet, technology director; and Maik Lutze, executive creative director) showed how combining existing technologies into something new can, in their words, “make shit happen”—or, in more industry-centered language, drive results.

Read on to see what the trio cited as successful examples, including KFC's ploy to reclaim mealtime as a time for personal interaction.  

Seminar: How to do justice to a good idea: BBH

BBH Shanghai’s chief creative officer Johnny Tan believes that a lot of good ideas fail to develop into something tangible due to poor presentation.

What does Tan have against guitars and scented candles? Read on to find out.


Forum: Wunderman’s tips to entice talent

In the face of much needed digital reinvention, agencies and clients need to think about where to invest in talent, said Martin Conneen, Wunderman's regional president for Asia-Pacific, during a day-one Forum session on the always critical issue of talent. Conneen shared some of the company's initiatives to hire and retain employees, including graduate-trainee programs and moving high-talent individuals across partner offices.

Read our summary, including a pertinent audience question




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