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Creative Catch-Up: TBWA\ Singapore's Andy Grant

Creative Catch-Up: TBWA\ Singapore's Andy Grant

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While the Mad Men days are, safe to say, long behind us, creativity still remains the heart of our industry. While, no doubt, the conversation today has very much moved into data, performance and numbers, here at  MARKETING-INTERACTIVE we believe that ultimately it is the creative and content that will truly make or break any piece of work. As such we are bringing back our Creative Catch-up column for the Singapore market where we look at the biggest creative names in the industry and ask them on their personal beliefs, their inspirations and toughest moments in their career.

We are kicking off the column with Andy Grant, ECD of TBWA\Singapore. In 2019, the agency decided to hire Grant in the position of executive creative director after a global search for a new creative chief. This marked Grant’s return to Singapore after previously helming the associate creative director role at BBH Singapore from 2011 to 2013.

Prior to his return to Singapore, Grant was living and working in the US for approximately six years lending his skills to some of the world’s top agencies from BBH LA, Iris New York, Droga 5 New York and CP +B Los Angeles. A holistic integrated thinker, Grant has worked across nearly every category from strategy to concepting, to executing for film, online, social, content, experiential and events. He also has experience working in numerous markets from Johannesburg to Prague, London to Singapore to Hong Kong, New York and Los Angeles.

A published photographer, Grant has also had his work exhibited in New York and Los Angeles. Grantʉ۪s experience in the saw many of his ideas come to life in everything from high profile global films and integrated campaigns featuring top celebrities, to entertainment platforms that range from concerts featuring JLO, to product ideas for Netflix and T-Mobile.

Currently, Grant also proudly hosts his podcast titled Blank Page where he encourages open and honest conversations with different creatives from all over the world on their journey and creative process. A strong believer of responsible advertising, Grant said that in the current climate, agencies and brands have a huge responsibility to put work out into the world that truly makes a difference and adds value to peoples lives. As such, ECDs need to be compassionate and willing to listen to their teams to create the best work possible for clients.

Read more about him below.

MARKETING-INTERACTIVE: What's your role like?

I pretend to be the most creative person in the agency every day. Lol. Also, I do my best to inspire and encourage everyone in the agency to be creative. I’m a big believer in giving people the space to experiment, try different things and feel like they can fail. I’ve seen that it truly is the best way to get the best work and for people to thrive.

MARKETING-INTERACTIVE: How did you stumble into this industry?

ecd andy grant ad industry

MARKETING-INTERACTIVE: What was your first impression of the advertising industry?

MARKETING-INTERACTIVE: Creatively, what do you feel has been the biggest shift?

Speed, and the explosion of technology and the impact this has had on our behaviour. So many of our brands have moved to a social-first strategy and the demand for work is constantly there. It’s great because we get to make a ton more work, but it also puts pressure on how we make work and how quickly we can respond.

MARKETING-INTERACTIVE: What’s the most frustrating thing about being a creative?

Nothing. I love being a creative.

MARKETING-INTERACTIVE: Proudest moment in your career?

Seeing my creatives thrive.

MARKETING-INTERACTIVE: What is one career mistake you won’t forget?

Not speaking up enough.

MARKETING-INTERACTIVE: Mentor you look up to most?

ecd andy grant ryan renolds

MARKETING-INTERACTIVE: What is your favourite piece of advertising?

Oh wow I have so many. First would be this Boddingtons ‘Face Cream’ film by BBH London. It was one of the first pieces of work that inspired me when I started my career back in 2000. I loved how irreverent and entertaining it was.

Then I would say the KFC 11 Herbs and Spices Twitter idea. I love work that entertains and doesn’t follow any formulas. An incredibly simple and low budget idea that plays with the medium. Ideas that grow and take on a life of their own are always so much more rewarding.And then more recently, the REI #OptOutside work was truly ground-breaking and disruptive. An incredible brand act. Demonstrating how the brand truly stands for something. It paved the way for lots of great work like this to follow.

And finally, our work here at TBWA Singapore for Samaritans of Singapore. The team recognized that the pandemic had really taken a toll on Singaporeans mental health. But the problem was no one was talking about this and having these difficult conversations. So, they created a product to get people talking and sharing more. Creating their own fortune cookie and replacing it with questions to get honest conversations going. They called it The Honest Cookie. Over 50,000 of these cookies were produced and distributed through food apps and F&B outlets across Singapore.

MARKETING-INTERACTIVE: What do you dislike most in an ad?

When advertising just broadcasts and doesn’t engage the audience or add any value to them.

MARKETING-INTERACTIVE: What is your dream brand to work with?

Ryan Reynolds.

MARKETING-INTERACTIVE: How do you get inspired when you aren’t?

I stop trying – I get out and live life.

MARKETING-INTERACTIVE: What is your ritual/superstition before a big pitch?

Sleep. Don’t be a hero and work through the night. Nothing good ever comes of that.

MARKETING-INTERACTIVE: What makes the difference between an average ads and mind-blowing creativity?

A true human insight brought to life through disruption.

MARKETING-INTERACTIVE: What does your mom/family think you do?

Actually, they have a pretty good understanding of how the industry works and what I do - they are my biggest fans.

MARKETING-INTERACTIVE: If you weren’t a creative, what would you be?

A CCTV camera. I’m obsessed with people-watching. That’s why I’m also a photographer. People are fascinating and there’s so much we can all learn from each other.

MARKETING-INTERACTIVE: What is your guilty pleasure that you’ve kept hidden from the industry?

I’m a Kardashian fan.

Related articles:
Creative Catch-Up: R/GA's Ed Cheong
Creative Catch-Up: Wunderman Thompson's Mateusz Mroszczak
Creative Catch-Up: Media.Monk's Joao Flores

 

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