Organised by Media in association with Branded and sponsors CNN, Microsoft, Newsweek, The Wall Street Journal, MTV, Nielsen and BPA, MediaWorks IV was attended by 138 delegates from across 12 countries, and was chaired by David Mayo, vice-president of Ogilvy Advertising Asia-Pacific.
Torie Henderson, another team mentor and MD of OMD International, described the brief – calling for increased usage of the frequent flyer programme Asia Miles – as the toughest one she had ever seen at MediaWorks.
The winning team cited overcoming the cultural and language barriers as a key to its success, noting that they came to their key insight, that people want more from the frequent flyer programme, only a few hours after the brief was delivered on Tuesday night.
“What’s really amazing is to see how the team has come together over the last couple of days,” said Choi. “Overnight, they went from not knowing each other to be almost a family.”
