An interview with Sheung Yan Lo, Jury President of Outdoor at this year’s AdFest
Sheung Yan Lo has transformed JWT Shanghai into one of China’s most successful agencies, which is why he was selected to be Jury President of Outdoor at AdFest 2010.
As Executive Creative Director at JWT North East Asia, Sheung Yan Lo – who is known as ‘Ma Yan’ by his peers – says he is inspired by other human beings. When he is not creating award-winning ad campaigns as Chairman of JWT China, he is busy writing Cantonese pop songs. The following interview unveils a few secrets about Ma Yan’s success…
You are famous for transforming JWT into China’s most awarded agency. How did you achieve this? I love to work with great talented people (I hope they like to work with me too).
How would you describe the quality of advertising in China compared to other Asian markets?The market is so big that we have all kinds of advertising, rangingfrom something that you don’t want to see and something that you wantto see time after time. We are getting there.
There are also a lot of great ideas in new media that people create inChina, but they don’t get exposed in the regional award shows due tothe need to re-work the whole thing with lots of translation. I thinkpeople just need to go on with their current project and don’trecognise the value of winning regional and international awardssometimes.
What trends are impacting the future of advertising in China?Competition among agencies (both the multinationals and the locals) isfierce here. You can get things done in the widest price rangepossible. We need to prove the value of innovative work, otherwisepeople will just repeat what others are doing.
An the moment, the market is so big and demand is huge, as long asmarketers do the distribution right, pricing right, product right, theywill have good returns. But I am sure one day, the way you engage yourconsumers in the communication will be decisive in their prospects asthe market becomes more matured.
How would you define ‘great’ advertising? People can sense it and feel it, then want to talk about it, play with it, spend time with it, and hopefully share it.
When did you realize you had a talent for advertising? I thinkI’m amazed by this industry and more specifically the people, how fun,how fluid and resilient they are. And as long as you love something,your love will become your drive.
What is the proudest achievement of your career? I have worked with a lot of great people who selflessly give a lot.
What people, places and things inspire you? Anywhere you feel the warmth of human beings.
When do you come up with your best ideas? I don’t think I have come up with my best idea yet.
How would you define ‘success’? Success is happiness that can last, and can be shared.
How has the GFC affected agencies in China? It’s a good wake upcall for everyone, as this market has always been good, good, good, nomatter what you do, and how you do it. It’s a great learning.
What are your expectations for ADFEST 2010? It will be interesting to see how the industry has coped with the worst economic time in the history.