AgTalk | Culturally diverse workforce the key to success for a creative piece of work: Cheil Worldwide's Wain Choi

Like every other business outfit in India, creative agencies have sprung up and to a good number. While with current phenomena the market is expected to clutter in the near future, Adgully caught up with a creative mind of across borders, Wain Choi, VP & Global Executive Creative Director, Cheil Worldwide, who spoke to Adgully about his perception of the advertising and creative agencies in India and abroad, the plus and the minus of the business and much more.

Adgully (AG): What are the three things which clients in India can look forward to from your rich experience?

Wain Choi (WC): Advertising in India is getting mature with the passage of time. This is evident in the kind of concepts and creative executions they engage in. Also, in India culture has always been close to consumer, which I believe should be used to the highest potential. Secondly, to the advertisers, I feel that they should not too much to come across to the consumer. The messages should be sharp and brief and that according to me is always a success. Also, India is seeing an increase in the number of multinationals entering in the country. This, according to me should encourage the employment of more and more culturally diverse work force, especially in the creative department, to enhance multi-culturally wholesome work in a mature market like India.

AG: Having worked with some big international brands in India, which brand would you like to give your special touch to?

WC: I think the music industry is quite exciting and impulsive. Especially in India, it's very exciting to work on projects like music, which make up core essentials of any culture. It would be an elating experience to work on something that is non-technical to the company, but yet gives the creative heads a jolt to get the best out of them.

AG: How would you rate India creative agencies in the creative arena?

WC: Well, honestly, the agencies in India are no different from its contemporaries around the world. Regardless of the origin, the creative's in India, show great strength and progress with not much difference. In the last few years, Indian agencies could be ranked among the top ten agencies in the world.

AG: With recognition at your perusal, what are the learning's Indian creative agencies can take from it?

WC: The most important thing would be integration and smooth amalgamation of the process of living through different nationalities, especially in the organization. A multi cultural environment would lead to multi-cultural growth, the presence of various cultures, their colour, flavor, taste would help achieve multi dimensional growth on a creative piece of work. Also, since it's a business, this would encourage thinking with one mind to move the consumer and his heart to consume the product / service.

AG: In India, with a lot of independent agencies flourishing around, what would you attribute their success to?

WC: It's amazing to see so many small and medium sized agencies coming up at the given pace. The kind of coverage these have taken is commendable and threatening as well. The creative industry works on the motto of "living the dream' and these independent agencies are doing so, with compromise at all. According to me, the big network agencies need to watch out to these new and steadily growing creative work houses.

AG: What vision do you have for the Indian market and advertisers?

WC: According to my knowledge, be it a global market or a local market; the situation is not that different. The ultimate goal and vision remain the same, i.e. to inch work that will engage consumers and lead to positive results.

AG: What is your task at hand for your Indian team? What would you want their focus to be on?

WC: Be it Indian or any global project. We believe that the ultimate goal and aim is to find the best solution for our clients.

AG: What will be your advice to your Indian team?

WC: My only tip of advice would be, to sell and persuade the client as creatively and convincingly as possible. Rejection is nothing when it comes to creative work. If one idea fails, take two better ideas next time. To keep pushing yourself to get the best of creativity and pushing ideas are what will make for a wholesome and satisfactory project life and personal peace.

AG: Going forward, what is the way ahead?

WC: The way forward is to getting the feet well cemented in gaining high quality ideas. Also, having a critical view of each piece of work; supported with appropriate sharing and discussing ideas to be encouraged to generate superior quality work.

Wain Choi joined Cheil Worldwide in September 2010 as Global Executive Creative Director to lead its global creative division. Earlier he has been associated with Bates, Canada's largest advertising agency, Cossette Communications, as Associate Creative Director. In May 2001, he made the leap to Young & Rubicam as Vice President, Group Creative Director. In January, 2003, Wain made move to Dentsu Brussels to become Executive Creative Director. In March, 2007, Wain was honored to join the Seoul office of Ogilvy as Vice-President and Chief Creative Officer.

Wain's work has been recognized by some of the most prestigious award shows, including Cannes, The One Show, Communication Arts, London International, New York Festival, Clio, Eurobest and Spikes

He had the opportunity to leave his mark on such recognizable brands as Nike, Coca-Cola, GM, Hyundai, Warner Lambert, Hilton Hotels, AT&T, Campbell's, Colgate-Palmolive, Ford and Bombardier. | By Ankita Tanna [ankita(at)adgully.com]