As part of our recap of the highlights from Mumbrella360, Mumbrella Asia editor Robin Hicks asks the questions of industry leaders on issues impacting Asia.
In this session he is joined by Y&R Asia president Matthew Godfrey, Omnicom Asia Pacific chief executive Cheuk Chiang, Edelman chief executive Iain Twine and Survey Monkey ANZ managing director Tony Ward.
Timeline of conversation:
0.57: Mumbrella Asia editor Robin Hicks to Matthew Godfrey: What frustrates you most about working in Asia?
1.50: Same question to Cheuk Chiang
2.10: Same question to Ian Twine
2.35: Same question to Tony Ward
3.40: Hicks to Twine: The perception is Asia as a region isn’t particularly creative and a land of copy cats.
4.48: Hicks to Godfrey: What’s your view on creativity?
6:00: Same question to Ward
6.45: Same question to Chiang
8.48 Hick to Godfrey: Another assumption is that a lot of creative directors go to Asia to do scam work to win awards. Is that an unfair assumption?
10:10 To Twine. Is Asia too conservative?
11: 38: Hicks to Ward: Do you want to build on that?
12: 40 Hicks to Chiang: What’s the key to getting conservative clients on your side to push the business forward?
14:00: Hicks to Chiang: So accountability and measurement are ways to push clients forward?
16: 40 To Godfrey: Which markets excite you the most?
19:07 Hicks to Twine: What is the secret of making money in China?
20:27 Hicks to Ward: Tony, what’s your experience of China?
22:08 Hicks to Chiang: Are there examples of companies which have done China well?
24:35: Question to the panel from the floor: What is the perception of Australia within Asia?
28:37: Hicks to Godfrey: What is your view of the Asia perception about Australia?
30:14: Hicks to Chiang: What’s your view of that?
34:00: Question from the floor to Godfrey. Can you elaborate on the point that companies are trading and exporting but not marketing in Asia?