This week, I’m handing the w2fm keyboard over to Ogilvy Sydney Art Director Leisa Ilander who won this year’s GROWIE award and, therefore, a week with us in the Singapore office:
“I’m sitting in a small room with Barrie Seppings and two women infinitely smarter than I am. They’re talking about co-collaboration, startups and innovation and I’m quietly thinking to myself “this wasn’t in the brochure”…
But come to think of it, I’m not certain what type of brochure I was reading. Winning a chance to work in the Ogilvy Singapore office for a week appeared to be welcome relief to what has been a hectic start to the year in Sydney.However during the week, as I’ve been welcomed into this incredibly (both literally and metaphorically) warm office, I’ve realised I may have to re-write that brochure.
Start by visiting the land of un-paralleled award opportunities
On my first day I wasn’t given one brief. I wasn’t given two. I was given twenty nine. Each, bar one, was from the “wall of opportunity”; a magical place where briefs are given a new chance; and where an IBM creative can have a crack at a brief for Castrol, The Red Cross or Coca-Cola; in the hope of producing an award-winning idea.
At first the competitive part of me stepped into overdrive – where do I begin; which do I tackle first; how many can I do in a week; breathe, Leisa, breathe. By the end of the week I realised how far I travel down this path is up to me, but the fact this path exists; breathing space outside of the routine, makes it a uniquely refreshing place to visit.
By Wednesday I’d settled into my routine of walking the twenty odd minutes from my hotel to the office (something I’m told Singaporeans do NOT do, due to the heat), and was taken to my next sightseeing destination – the IBM Lab.
And although my imagination was not satisfied aesthetically (no scientists in lab coats doing experiments), our imaginations were ignited by the current projects demonstrated to us. Projects I’m sure the NDA would disapprove of sharing here, suffice to say we walked away with ideas for new campaigns outside of any currently briefed work. A trip I’d definitely be interested to replicate when I get back home. A similar one, I’m told, was where a boy and his atom originated.
Don’t forget to see the outside world
Which brings me to my meeting with Bernice Ang and Grace Clapham. As anyone working on the IBM account would know, you need to have something between your ears to work on this client. In a job where we sell complex software and service solutions every day, you need to be able to comprehend a thing or two.
But as Barrie begins his interview I am completely overwhelmed. By their intelligence. By their ambition. And by their comprehension of something so completely out of our world.
Barrie is preparing his uniquely Asian-centric coverage of SXSW, and these two women are giving us a sneak peak into their talk Co-Creation by Design: Asia, Women & Innovation. And it’s incredibly enlightening. Not only in it’s content; but the action itself. To look outside of our agency and category bubble and to prepare ourselves for the future is not only relevant, but possibly crucial for our survival as thought-leaders and taste-makers.
These three things I’ve learnt from just a week working with Barrie and the IBM team in the Singapore office. I’d like to say a big thank you to everyone; I’ve thoroughly enjoyed re-writing the brochure with you.