12 Questions : 20 People – #8 Ajay Thrivikraman, chief creative officer, Publicis S.E. Asia
12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in Singapore and Hong Kong, Christian Finucane and Jon Skinner met with 20 creative leaders from the top agencies to discuss the opportunities and challenges for the industry. The interviews, ’12 Questions: 20 People’ are being published in a series of blog posts on Campaign Brief Asia. The 8th interview is with Ajay Thrivikraman (pictured), chief creative officer, Publicis SE Asia.
What’s the most exciting thing about working in Asia?
It’s home. It’s all I know. So when people tell you it’s exciting, I suppose it is.
What inspires you?
Real life. It has a habit of making your imagination seem small.
How has social media impacted creativity in the region?
It’s made advertising more truthful, more authentic, more accountable, day by day. What’s not to love?
What is the recent campaign everyone wishes they’d done?
Whichever campaign people are talking about. This year, we all know which that is. Sing with me…
Which clients are pushing the boundaries and how?
Every time a client backs a brave idea, a poster here, an app there, a new frontier is breached.
Are there any cultural ‘creative watch outs’ working here?
Respect is everything.
Which Asian country is punching above its weight creatively?
At awards shows? The tables and rankings are better judges of that. For me, it’s any place where people enjoy and look forward to good ads. Where it’s an integral part of pop culture.
Why does creativity matter?
It makes the world go round.
What makes the local industry different?
It’s local-ness. Anyone who thinks that any two markets are the same hasn’t lived there.
Cannes Titanium, Spikes Asia Grand Prix or AWARD Gold Pencil? Which and why?
Cannes Titanium. You have to tick every box to win it
What is the creative issue that frustrates you the most?
The second-guessing that follows the first instinct.
What’s the biggest opportunity for creative people?
That whatever is around the corner reduces everything you thought you knew to zero.
Photo above: Jon Skinner (left) and Christian Finucane (right).
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