Emily Tan
Feb 16, 2015

Turning Ogilvy HK around with respect: CCO Reed Collins

Continent-hopping creative Reed Collins believes a softer, nice-guy approach beats breaking heads for getting results in today’s non-stop, high-pressure environment.

Chill pill: Reed has learnt to eschew arrogance and to “hate assholes” as the basis of a more efficient creative process.

Advertising is no longer interested in the terrifying, arrogant and stormy creative head. The Don Drapers and Charles Saatchis of the world are stepping aside to make way for the nice guys, because the creative department now has to work with everyone.

“Maybe nicer’ isn’t the right word,” disagrees Reed Collins. “Respectful’ is better. I like tenacious, respectful people, not aggressive belligerent creatives. The team has to work so fast and produce on an...

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