TBWA to focus on creativity

<p>TBWA Singapore has reorganised its business operations in a bid to </p><p>enhance its creative potential. </p><p><BR><BR> </p><p>The reorganisation is being undertaken under the "break the rules" </p><p>banner and a new operating model. </p><p><BR><BR> </p><p>The key to this process will be to discard the outmoded and increasingly </p><p>irrelevant convention of rigidly enforced departmental demarcations. </p><p><BR><BR> </p><p>TBWA has long believed "that Asia works in its own special way, quite </p><p>differently from Europe, Australia and the United States in its </p><p>universal hierarchical structure", said Johan Fourie, TBWA Singapore </p><p>chief executive officer. </p><p><BR><BR> </p><p>"Our rule is simple. At TBWA, we should all be made to feel like </p><p>creative people. That said, some of our team are conceptual specialists, </p><p>some are strategic specialists while others have specialist management </p><p>skills and each team member will play to their strengths," he told </p><p>MEDIA. </p><p><BR><BR> </p><p>Under the reorganisation, creative director Mark Bamfield also takes on </p><p>the newly-created role as head of art, while John Sheterline is promoted </p><p>to creative group head (copy). </p><p><BR><BR> </p><p>Justin Barry is promoted to chief operating officer, Robin Nayak to </p><p>strategic director and Christina Lim to client services director. </p><p><BR><BR> </p><p>Under this new operating structure, TBWA aims to short circuit the </p><p>conventional paper trail briefing process and dedicate more time to the </p><p>creative process. </p><p><BR><BR> </p><p>Designed to put the agency firmly at Asia's creative cutting edge, the </p><p>re-organisation will see creative teams, account teams and creative </p><p>planners brainstorming on client briefs, the moment they arrive in the </p><p>agency. </p><p><BR><BR> </p><p>The idea is to harness the broader creative energies of the company and </p><p>to make every member of the team a stakeholder in the creative process, </p><p>within the compressed timeframes that are more common in today's high </p><p>pressure business world, Mr Fourie said. </p><p><BR><BR> </p><p>Citing similar successes from its sister agencies TBWA/Chiat Day and </p><p>TBWA/Hunt Lascaris, as well as UK hotshop, St. Lukes, Mr Fourie added </p><p>that "Great ideas don't care who came up with them. Our colleagues have </p><p>shown that when motivated, creatively-minded people work together, </p><p>world-class creative works are often the result." </p><p><BR><BR> </p><p>The new approach by TBWA has been widely accepted by creative staff </p><p>ensuring that the commitment to development and breakthrough creativity </p><p>will continue on into the future. </p><p><BR><BR> </p>