"People don't buy ads. People buy relevance.
"The digitally-driven marketing landscape is more fragmented than ever. At the same time, the digitally-enabled consumer is more addressable than before. Getting the right message to the right people at the right time and the right place is critical. One size doesn’t fit all anymore.
"More than ever, marketing needs solutions to cut through the clutter of consumers, channels, content and commoditisation. Innovative business solutions that are more relevant and personalised to make the human connection required for business transaction.
"Is the solution different? Will it make a difference? Will it move people? Will it move business?
"The solution may or may not be an ad. It may or may not involve crunching a zettabyte of data. Sometimes it takes intuition, a bit of courage and a big leap of faith.
"Steve Jobs told BusinessWeek in 1998 before Apple launched its first iPhone, 'It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.'
"There's money in following the numbers and what's trending. But more so in innovation and making the next big thing.
"CEOs, CMOs and CCOs are all looking for innovative business solutions to win in the digital economy. I hope we will find more than a few in Cannes."
Ted Lim, Chief Creative Officer, Dentsu Brand Agencies
An English Literature graduate, Ted spent two decades at Naga DDB Malaysia where he helped win and grow over 50 accounts including DiGi Telecommunications (Telenor), BMW, Panasonic, Perodua Automobiles, Astro (Measat), Nippon Paint, Johnson & Johnson, Tourism Malaysia, Nikon, Carlsberg, Brand’s (Cerebos), Mamee Noodles, Malaysia Airlines, Hong Leong Bank and Prudential Assurance.
The agency was Malaysia’s most successful and consistently awarded, winning three Agency of the Year titles, Malaysia's first D&AD Yellow Pencil, numerous Cannes Lions, Clio Awards, One Show Pencils, AWARD Awards, AdFest Lotus, Spikes and the country's only Asia-Pacific Effie during Ted’s watch.
Bob Scarpelli, Chairman and Chief Creative Officer of DDB Worldwide felt, “The work Ted has done and inspired was always among the best in the Asia-Pacific and in our network. The people who have worked with him have learned, grown and soared under his nurturing style of leadership.” For his troubles, the bread-and-award winner was entrusted with raising the bar for DDB Asia-Pacific.
Ranked Asia’s fourth most awarded copywriter by Campaign Asia and the eighth most consistently awarded creative in Asia-Pacific over a decade (The Work 2002-2011), Ted was inducted into the Malaysian MC2 Advertising Hall of Fame and named the country’s top ECD by Campaign Brief Asia and AdoiMagazine.
He took the job of Chief Creative Officer at Leo Burnett Singapore in 2012 where he helped the agency win the regional IKEA business and worked on Samsung, UOB, Great Eastern Life and Earth Hour.
Now regional Chief Creative Officer at Dentsu Asia-Pacific, Ted works with 28 offices across 14 countries. Creative icons like Andy Greenaway, Merlee Jayme, Agnelio Dias and Santosh Padhi came on board and Dentsu won a slew of new business including Unilever, Nestle, Adidas, Coca-Cola, Disney, Toyota, Qantas, Uniqlo, Dulux and Yamaha across the region.
Ted’s creative strategy in the digital economy is to produce innovative business solutions in the mobile, digital, and social space. Relevant and useful content that’s different and better. Work that moves people to move business, from engagement to transaction. His first fully digital/social Wakudoki campaign for Toyota Asia-Pacific garnered 10 million views on Facebook and YouTube. TIME magazine weighed in, “This Toyota Ad Is Utterly Insane – and Wonderful” and deemed it, “The most delightful two minutes of your day.”
Ted served as Jury President at Spikes Asia and AdFest, judged the Cannes Titanium & Integrated Lions, D&AD, Clio, the New York Festivals, the London International Awards and the Asia-Pacific Effies. He spoke at the World Knowledge Forum in Seoul, the P&G Asia Brand Managers College in Singapore, the Dentsu Aegis Network Global Conference in Tokyo, the Creative All Stars in Kuala Lumpur, lectured at DDB University and headed AWARD School.
Dentsu Asia-Pacific picked up an unprecedented haul of awards at D&AD, One Show, Clio, Cannes Lions and was crowned Campaign Agency Of The Year 2016 in Thailand, the Philippines, Indonesia, Vietnam, Taiwan, Korea and overall Southeast Asia Creative Agency Of The Year.