thevietnamspecial
Love Affair with the City launch his latest brainchild called “Inchi”, Indochina’s first creative awards show, which stands for India, China, Myanmar and Laos. “We’re really excited. The city has much to offer and we’ve a lot to offer in return.” Before TBWA, Birger Linke was ever-so-briefly the former co-ECD of Ompong Remigio at JWT Vietnam.
Birger Linke loves the city!
He’s head over heels in love with Ho Chi Minh. Birger Linke, TBWA Vietnam’s ECD, is so enamored with the city’s chameleon-like market. “This is a fast-changing market. Whenever I walk down the street, I see something new. The possibilities are endless.”
“People here have started embracing Western ideas and international brands. They are more open to new ideas, new ways of doing and approaching things...That’s why it’s easier to sell ideas to clients here.” The very young populace makes for a very impressionable market. One that welcomes new lifestyles and trends with open arms. “People here have started embracing Western ideas and international brands. They are more open to new ideas, new ways of doing and approaching things. They’re even more open than the Singaporean market. They’re hungry for information. That’s why it’s easier to sell ideas to clients here. In fact, you won’t run out of pro-bono opportunities here.” Perhaps the only downside Birger sees is that clients have to be convinced to do TVCs outside of Vietnam. “There is no telecine here. Standards are not yet at par with the rest of the region. Since advertising is so new, some clients have yet to reach that level of sophistication for them to distinguish good productions from sub-standard ones.” Together with partner Joe Wong, former activation director for JWT Malaysia, Birger is set to
Family Man On The Block Luis Morelos has never been happier. Formerly with McCann Erickson Manila, Luis hopped on the expatriate bandwagon a little over a year ago upon the invite of JWT Vietnam’s Steve Bonell. Now group account director, Luis considers himself very fortunate. “The upside of working in Vietnam is the fact that the market is so open to new ideas. Although the industry is still in its formative
Creative Circle Vietnam Mr. and Mrs. Luis Morelos
stage, requiring lots of handholding, the market is growing at a very brisk pace. Here, we have the chance to help mold and shape the market’s tastes and preferences. The opportunity to create various needs in them is very big. Work here
“...I have to admit, another good thing about being here is the fact that the agency is deserted at 6pm!” is very stimulating! And I have to admit, another good thing about being here is the fact that the agency is deserted at 6pm! Now, I have more quality time with my family than I ever did back in Manila.” Unilever, Pepsi, Ford and Miller are some of Luis’ major accounts.
In a sleepy country like Vietnam, a knitting circle may feel perfectly at home. Surprisingly, so can The Creative Circle. This loosely knit group of advertising people, mainly creative directors in Vietnam who come together on the last Friday of every month. Rick Reid, ECD of Aktivation, the man who organizes the gatherings said, “We show awards “By exposing local reels or similar” which according creatives to award to those who attend, “ is also a winning international good excuse to have party and work, we can raise drink lots of beers!” our own creative Reid tells us his motivation standards to make for the Creative Circle, “AdverVietnam a true tising in Vietnam is still in its creative force in Asia.” infancy. The industry is a mere 14 years old. It is a responsibility of the international creative directors here to encourage, educate, and nurture local creative talent. Vietnam has a long cultural history of creativity, especially in writing and visual arts But not in advertising communication.” For an unofficial group, they proudly have a mission statement that reads, “By exposing local creatives to award winning international work, we can raise our own creative standards to make Vietnam a true creative force in Asia.” In early December, The Creative Circle, together with Vietnam Marcom, is staging The Big Show, an exhibition of the best creative work that has come out of Vietnam agencies during the year. The main players of this informal group are David Smail, ECD BBDO; Steve Hough, ECD Saatchi & Saatchi; Rick Reid, ECD Aktivation; Tom Notham, ECD Qgilvy; David Lester, Chairman Leo Burnett; Paul, ECD Leo Burnett; Sam, ECD Bates Asia; and Jonny Edbrooke, ECD 365 Days.