I REFER to the letters, 'Why are most advertisements on Singapore TV not as appealing as those produced overseas?' by Ms Winnie Leong Wan Li (ST Online Forum, July 26) and 'Society needs to open up for ads to be more creative' by Mr Kenneth Yap Meng (ST Online Forum, July 27).
Both Ms Leong and Mr Yap observed that advertising in Singapore lacks a certain creative flair that is common elsewhere. It seems Singaporeans are unable to be creative and as Mr Yap suggests, perhaps Singapore is still too closed a society to accept creative advertising.
Having spent many years in London's culturally dynamic Soho district, and having met people who don't seem to regard my work as a writer as 'work', I can sympathise with Ms Leong and Mr Yap's views on the advertising industry in Singapore.
However, having said that, I believe neither has understood the purpose of advertising - that is, to sell products or services.
Advertising legend David Ogilvy said: 'I don't want you to tell me my advertising is creative. I want you to tell me my advertising is so interesting that you'll buy the product.' By that criterion, it seems advertising made in Singapore is doing quite well - it is persuading Singaporean consumers to buy the products and services advertised.
While I agree that advertising produced in Singapore sometimes lacks the 'wit' of advertising in Australia or Britain, there is a good reason for this. Singaporean consumers on the whole respond to the advertising directed at them and may not respond in the same positive way to advertising produced for the Australian and British markets.
Singaporeans can also take pride in the fact that more and more of their compatriots are taking greater responsibility for the advertising directed at them. Men like Mr David Tang, CEO and president of DDB, and Mr Tham Kai Meng, regional creative director of Ogilvy & Mather Asia-Pacific, have shown that as long as one has insights into the local and regional consumer, one can succeed in advertising.
Singaporeans who have created 'homegrown' agencies, such as Mandate Advertising, have also managed to do Singapore proud in the regional market. They have done this by investing time into learning the consumer mindset of the markets they enter and producing advertising consumers in these markets respond to. Mandate's Malaysia office, for example, has been in operation for 14 years, which has to be a sign that a homegrown agency is doing something right in the region.
It's not just the homegrown agencies that can succeed overseas. Singapore talent has also been tested in the international market. As Mr Kelvin Pereira, chief creative director of Crush Advertising, another homegrown agency to expand overseas notes, Singapore 'has always exported talent overseas from Tan Shen Guan (late 1980s) to Norman Tan (2005)'.
Admittedly, there is a long way to go before we see a Singapore born and bred Neil French or a homegrown agency reaching the size of WPP. But there are reasons to be optimistic. Agencies like Mandate and people like Mr Pereira show that although Singapore advertising may lack the 'wit' of other countries, its advertising industry is producing advertising Singaporean consumers respond to and, more important, advertising regional and international consumers respond to. The fact that we can compete in the international market in such a 'people-centred' industry is something we should celebrate on our 41st National Day.
Tang Li
Copyright: (C)Singapore Press Holdings Ltd 2006
Good that Singaporeans are beginning to understand that creativity is not limited to artists and other impractical eccentrics
July 29, 2006
IT WAS a delight to read the letter, 'Engineers not creative? What about Leonardo?' by Mr Ng Yew Hong (ST, July 24). It is good to see that Singaporeans are beginning to understand that the concept of creativity is not limited to artists and other impractical eccentrics.
This is a message Singaporeans need to understand as we compete against lower-cost producers like China and India. In order to compete, Singapore needs to continue to invest in its only asset - people. Singaporeans can no longer compete on price and need to show the world they are as effective as the best the world can offer. This means the average Singaporean worker msus have to be able to approach problem-solving with a creative mindset.
Mr Ng points out that Leonardo da Vinci, who was renowned for his artistic work, also applied his vision to create engineering feats. How can Singapore produce its own Leonardos, people who can successfully merge the intangibles of the arts with the tangibles of the sciences?
Singapore's tertiary institutions are aware of this challenge. Nanyang Technological University has gone beyond being a mere technical institution and opened a school of humanities. The National University of Singapore is adapting its syllabus to expose students to a variety of disciplines.
However, it is not enough for tertiary institutions to do this. Students are already streamed into science or arts streams before they reach university. They have already 'typecast' themselves. It would be an idea for A-level students to take one subject from the other stream before they graduate.
Singapore should also celebrate the success of its creative industry. If students are aware of the economic opportunities available in the creative industry, they are likely to be more accepting of creativity itself.
Take the advertising industry, for example. Traditionally, it has been dominated by multinationals but, in recent years, homegrown companies like Mandate Advertising, Crush Advertising and 10AM Communications have made great strides within the region.
It is encouraging to see that local businesses no longer hold the mindset that 'Western ideas are better and therefore we are willing to pay more' and now make the most of value-adding local talent.
Two examples of local businesses staying local are Marina Square Shopping Centre and Goodwood Park Hotel, which were rebranded by Immortal Design, a 16-year-old homegrown brand consultancy.
Both of these organisations had the budget to hire international agencies, yet they chose to stay local because the local firm was able to demonstrate its ability to add value to them.
It is a good sign that local creative talent is showing it can compete with international firms on its own merit. Companies like Immortal Design prove that Singaporeans can be creative and make a good living out of being creative. What is encouraging is that the consultancy did not just deal in paper collaterals but also worked on the design of the physical building, which requires a great deal of practical knowledge.
Singapore's performing arts scene may be several years behind the West in its development, but this should not be seen as a sign that creativity among Singaporeans is non-existent. Singapore's growing creative companies have shown Singaporeans can be as creative as the rest of the world and a growing appreciation of a creative mindset among Singaporeans can only point to the fact that creativity is on the rise - and that is something worth celebrating this National Day.
Tang Li
Copyright: Singapore Press Holdings Ltd (C) 2006
IT WAS a delight to read the letter, 'Engineers not creative? What about Leonardo?' by Mr Ng Yew Hong (ST, July 24). It is good to see that Singaporeans are beginning to understand that the concept of creativity is not limited to artists and other impractical eccentrics.
This is a message Singaporeans need to understand as we compete against lower-cost producers like China and India. In order to compete, Singapore needs to continue to invest in its only asset - people. Singaporeans can no longer compete on price and need to show the world they are as effective as the best the world can offer. This means the average Singaporean worker msus have to be able to approach problem-solving with a creative mindset.
Mr Ng points out that Leonardo da Vinci, who was renowned for his artistic work, also applied his vision to create engineering feats. How can Singapore produce its own Leonardos, people who can successfully merge the intangibles of the arts with the tangibles of the sciences?
Singapore's tertiary institutions are aware of this challenge. Nanyang Technological University has gone beyond being a mere technical institution and opened a school of humanities. The National University of Singapore is adapting its syllabus to expose students to a variety of disciplines.
However, it is not enough for tertiary institutions to do this. Students are already streamed into science or arts streams before they reach university. They have already 'typecast' themselves. It would be an idea for A-level students to take one subject from the other stream before they graduate.
Singapore should also celebrate the success of its creative industry. If students are aware of the economic opportunities available in the creative industry, they are likely to be more accepting of creativity itself.
Take the advertising industry, for example. Traditionally, it has been dominated by multinationals but, in recent years, homegrown companies like Mandate Advertising, Crush Advertising and 10AM Communications have made great strides within the region.
It is encouraging to see that local businesses no longer hold the mindset that 'Western ideas are better and therefore we are willing to pay more' and now make the most of value-adding local talent.
Two examples of local businesses staying local are Marina Square Shopping Centre and Goodwood Park Hotel, which were rebranded by Immortal Design, a 16-year-old homegrown brand consultancy.
Both of these organisations had the budget to hire international agencies, yet they chose to stay local because the local firm was able to demonstrate its ability to add value to them.
It is a good sign that local creative talent is showing it can compete with international firms on its own merit. Companies like Immortal Design prove that Singaporeans can be creative and make a good living out of being creative. What is encouraging is that the consultancy did not just deal in paper collaterals but also worked on the design of the physical building, which requires a great deal of practical knowledge.
Singapore's performing arts scene may be several years behind the West in its development, but this should not be seen as a sign that creativity among Singaporeans is non-existent. Singapore's growing creative companies have shown Singaporeans can be as creative as the rest of the world and a growing appreciation of a creative mindset among Singaporeans can only point to the fact that creativity is on the rise - and that is something worth celebrating this National Day.
Tang Li
Copyright: Singapore Press Holdings Ltd (C) 2006
woensdag, juli 12, 2006
The Singapore Security Solution
I was relieved to read the letters of Mr Maarof Salleh, “Islamic Centre condemns recent actions by Israel” (ST: 10 July 2006) and the letter of Harveen Singh Narulla, “Give both sides of story on Israel and Palestine” (ST: 10 July 2006.) People are finally pointing out the obvious – Israel’s recent invasion of the Occupied Territories supposedly in retaliation for the capture of Corporal Gilad Shalit is morally reprehensible.
Israel is an extraordinary nation. The modern State of Israel has grown into a vibrant and prosperous society in otherwise poor and unstable region in a relatively short time. Israel has made the most of her only resource –people. Israelis have shown themselves to be ingenious and achieved great things especially in the field of agriculture.
Singapore has rightly used Israel as a role model for many things. As well as adapting Israel’s model of a “Citizen Army,” Singapore has also learnt from Israel’s philosophy of maximizing scarce water resources, which has helped Singapore to develop a much admired water industry.
However, Israel’s achievements should not blind the International Community and Singapore to her short comings, especially when it comes to the Palestinians. There is simply no other way to describe the using of tanks and rifles against stone throwing civilians other than to call it a crime. Israeli governments have always shoot down such complaints as being either “Anti-Semitic” or pointed to the fact that Israel has a right to defend herself against “Terrorist actions.”
While nobody denies Israel the right to defend herself, it’s becoming clear that Israel’s military interventions against the Palestinians have not decreased terrorist activity against Israel.
Actions like blockading Palestinian territories and withholding taxes collected by a democratically elected government have only caused Palestinians to support groups who are hostile towards Israel. Look beyond the headlines of suicide bombers and at the economic situation of Palestinians in the Occupied Territories and one will realise that the Palestinians have reached the stage where they have nothing to lose and cannot be cowed by physical force alone.
How does one get both sides away from this bloody situation? One example could be the way in which Singapore has maintained its national security. On one hand, we, like Israel have our own well armed citizen army that is meant to deter potential aggressors. On the other, we have learnt that our security and prosperity depends on our neighbours prosperity and security. In spite of early disagreements with Malaysian and Indonesian governments, Singapore’s governments have always encouraged Singaporean businesses to invest in our neighbours creating a situation where by everyone benefits from peace.
Isn’t it time that Singapore acted as a true friend to Israel and instead of blindly accepting Israel’s justification of its current military offensive and provided Israel with a roadmap on how it could create prosperity for the Palestinians and other Arab regimes hostile towards Israel.
This is admittedly hard to do. History has given both sides an ingrained hostility towards each other and overcoming this will not be easy. But pure military solutions did not stop “Terrorist” when the Fatah party, which accepted Israel’s right to exist, ran the Palestinian Authority and it’s less likely to stop now that the Hamas party is in power.
As the more powerful of the two parties, Israel needs to take the first step in recognising that a prosperous Palestinian community is the key to securing its security.
One only has to look at the way Singapore’s relations with Indonesia evolved. In the 50s and 60s we were involved in Konfrantasi and there was the case of the hanging of the Indonesian Marines. Nobody thought Singapore, either as part of Malaysia or as an independent entity could peacefully co-exist with Indonesia. Today, after years of Singaporean firms investing in Indonesia and people-to-people interactions, Indonesia is an important ally of Singapore.
Now if Indonesia and Singapore can work together to develop a situation of prosperity and understand that this prosperity was dependent on mutual security, why can’t Israel and the Palestinians do the same? If only the Israeli government understood how much greater her business people could be at creating her prosperity than her military machine ever could.
Copyright: Tang Li (C)２００６
Israel is an extraordinary nation. The modern State of Israel has grown into a vibrant and prosperous society in otherwise poor and unstable region in a relatively short time. Israel has made the most of her only resource –people. Israelis have shown themselves to be ingenious and achieved great things especially in the field of agriculture.
Singapore has rightly used Israel as a role model for many things. As well as adapting Israel’s model of a “Citizen Army,” Singapore has also learnt from Israel’s philosophy of maximizing scarce water resources, which has helped Singapore to develop a much admired water industry.
However, Israel’s achievements should not blind the International Community and Singapore to her short comings, especially when it comes to the Palestinians. There is simply no other way to describe the using of tanks and rifles against stone throwing civilians other than to call it a crime. Israeli governments have always shoot down such complaints as being either “Anti-Semitic” or pointed to the fact that Israel has a right to defend herself against “Terrorist actions.”
While nobody denies Israel the right to defend herself, it’s becoming clear that Israel’s military interventions against the Palestinians have not decreased terrorist activity against Israel.
Actions like blockading Palestinian territories and withholding taxes collected by a democratically elected government have only caused Palestinians to support groups who are hostile towards Israel. Look beyond the headlines of suicide bombers and at the economic situation of Palestinians in the Occupied Territories and one will realise that the Palestinians have reached the stage where they have nothing to lose and cannot be cowed by physical force alone.
How does one get both sides away from this bloody situation? One example could be the way in which Singapore has maintained its national security. On one hand, we, like Israel have our own well armed citizen army that is meant to deter potential aggressors. On the other, we have learnt that our security and prosperity depends on our neighbours prosperity and security. In spite of early disagreements with Malaysian and Indonesian governments, Singapore’s governments have always encouraged Singaporean businesses to invest in our neighbours creating a situation where by everyone benefits from peace.
Isn’t it time that Singapore acted as a true friend to Israel and instead of blindly accepting Israel’s justification of its current military offensive and provided Israel with a roadmap on how it could create prosperity for the Palestinians and other Arab regimes hostile towards Israel.
This is admittedly hard to do. History has given both sides an ingrained hostility towards each other and overcoming this will not be easy. But pure military solutions did not stop “Terrorist” when the Fatah party, which accepted Israel’s right to exist, ran the Palestinian Authority and it’s less likely to stop now that the Hamas party is in power.
As the more powerful of the two parties, Israel needs to take the first step in recognising that a prosperous Palestinian community is the key to securing its security.
One only has to look at the way Singapore’s relations with Indonesia evolved. In the 50s and 60s we were involved in Konfrantasi and there was the case of the hanging of the Indonesian Marines. Nobody thought Singapore, either as part of Malaysia or as an independent entity could peacefully co-exist with Indonesia. Today, after years of Singaporean firms investing in Indonesia and people-to-people interactions, Indonesia is an important ally of Singapore.
Now if Indonesia and Singapore can work together to develop a situation of prosperity and understand that this prosperity was dependent on mutual security, why can’t Israel and the Palestinians do the same? If only the Israeli government understood how much greater her business people could be at creating her prosperity than her military machine ever could.
Copyright: Tang Li (C)２００６
vrijdag, juli 07, 2006
Pretty tips from an ugly playboy
Voices // Friday, July 7, 2006
ISay
TANG LI
WITH so much being said about sex or the lack of it in Singapore, I've been reminded of my friend Sam.
.
I met him when I was studying in London. Although Sam was considerably less educated, I learnt more from him in one drinking session than I did from all my university professors in three years.
.
I have to be blunt. Sam was everything one would not want to be. He was physically unattractive, jobless and unsophisticated to the point that he did not know the difference between email and the Internet.
.
He couldn't be described as a sports jock, either. Yet, Sam managed to pick up 167 beautiful women in a single year.
.
I wasn't the only person to be baffled by this. My neighbour, who was studying for a PhD in psychiatry, and my sister with her female intuition, spent hours trying to figure out what those women saw in Sam. Then one day, Sam and I found ourselves at the same bar.
.
Looking back now, I realise that Sam was right — if Singapore is serious about creating entrepreneurs, it will need many more people like him.
.
Let me sum up Sam's messages:
.
Listen. He may have been uneducated, but Sam understood one basic human trait. People are selfish and prefer talking about themselves rather than listening.
.
"Men," he said, "like to brag, thinking it impresses girls. Actually, it's a turn-off." Sam argued that a man improves his chances when he listens to the woman more than he talks. That way, he is able to tailor his message to his audience.
.
Imagine how much more successful we would be with prospective customers if we entered their offices eager to listen to them and understand their concerns instead of trying to dazzle them with our brilliance.
.
Be confident. Sam, for all his imperfections, exuded confidence. He approached women with some of the worst chat-up lines, such as, "Do you believe in fate? I do. It's fated that we meet."
.
The number of women who fell for such lines was staggering. Sam said: "I ask 20 women to go out with me every day and two accept." Only a 10 per cent success rate, but how many of us would be confident enough to approach 20 different women a day?
.
The same can be said of job hunting and client prospecting. It's hard work, rejection is likely, but if you don't have the guts to try, you get nothing.
.
Learn the art of "packaging". Sam knew how to package himself. I'm not the only person to describe him as ugly, but to his credit, he knew how to achieve a "funky" look.
.
His fashion sense was definitely out of place in Buckingham Palace, but it suited London's Soho culture. The beauties who flocked to the area found Sam's style irresistible. Now, if only someone would teach us how to get the right look for those job interviews.
.
My sister and I could not resist telling our mother about the "ugly man" and his 167 women. Mother must have gotten so tired of listening to all of this that, one day, she could only tell us: "Boy, he must have been really awful for 167 women to go through him."
.
But here lies the most important lesson. A good business needs a decent product or service. Bill Bernbach, the legendary founder of advertising agency Doyle Dern & Bernbach, expressed it best: "The magic is in the product."
.
Aspiring entrepreneurs or graduates looking for their first job would do well to learn from my friend Sam. It's funny how our culture dismisses the guys who seem so successful with women as "playboys".
.
Shouldn't we be learning from them a trick or two that can be applied to the various aspects of our daily lives?
.
This is contributed by a
.
freelance writer.
.
What's your view? Email us at
.
news@newstoday.com.
Copyright: (C) MediaCorp Press Ltd 2006
ISay
TANG LI
WITH so much being said about sex or the lack of it in Singapore, I've been reminded of my friend Sam.
.
I met him when I was studying in London. Although Sam was considerably less educated, I learnt more from him in one drinking session than I did from all my university professors in three years.
.
I have to be blunt. Sam was everything one would not want to be. He was physically unattractive, jobless and unsophisticated to the point that he did not know the difference between email and the Internet.
.
He couldn't be described as a sports jock, either. Yet, Sam managed to pick up 167 beautiful women in a single year.
.
I wasn't the only person to be baffled by this. My neighbour, who was studying for a PhD in psychiatry, and my sister with her female intuition, spent hours trying to figure out what those women saw in Sam. Then one day, Sam and I found ourselves at the same bar.
.
Looking back now, I realise that Sam was right — if Singapore is serious about creating entrepreneurs, it will need many more people like him.
.
Let me sum up Sam's messages:
.
Listen. He may have been uneducated, but Sam understood one basic human trait. People are selfish and prefer talking about themselves rather than listening.
.
"Men," he said, "like to brag, thinking it impresses girls. Actually, it's a turn-off." Sam argued that a man improves his chances when he listens to the woman more than he talks. That way, he is able to tailor his message to his audience.
.
Imagine how much more successful we would be with prospective customers if we entered their offices eager to listen to them and understand their concerns instead of trying to dazzle them with our brilliance.
.
Be confident. Sam, for all his imperfections, exuded confidence. He approached women with some of the worst chat-up lines, such as, "Do you believe in fate? I do. It's fated that we meet."
.
The number of women who fell for such lines was staggering. Sam said: "I ask 20 women to go out with me every day and two accept." Only a 10 per cent success rate, but how many of us would be confident enough to approach 20 different women a day?
.
The same can be said of job hunting and client prospecting. It's hard work, rejection is likely, but if you don't have the guts to try, you get nothing.
.
Learn the art of "packaging". Sam knew how to package himself. I'm not the only person to describe him as ugly, but to his credit, he knew how to achieve a "funky" look.
.
His fashion sense was definitely out of place in Buckingham Palace, but it suited London's Soho culture. The beauties who flocked to the area found Sam's style irresistible. Now, if only someone would teach us how to get the right look for those job interviews.
.
My sister and I could not resist telling our mother about the "ugly man" and his 167 women. Mother must have gotten so tired of listening to all of this that, one day, she could only tell us: "Boy, he must have been really awful for 167 women to go through him."
.
But here lies the most important lesson. A good business needs a decent product or service. Bill Bernbach, the legendary founder of advertising agency Doyle Dern & Bernbach, expressed it best: "The magic is in the product."
.
Aspiring entrepreneurs or graduates looking for their first job would do well to learn from my friend Sam. It's funny how our culture dismisses the guys who seem so successful with women as "playboys".
.
Shouldn't we be learning from them a trick or two that can be applied to the various aspects of our daily lives?
.
This is contributed by a
.
freelance writer.
.
What's your view? Email us at
.
news@newstoday.com.
Copyright: (C) MediaCorp Press Ltd 2006
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