After two decades at Naga DDB and a stint at Leo Burnett, Ted Lim joined the Dentsu network six years ago, where he has helped to reposition Dentsu Asia Pacific as an “innovative business solutions” network.
From hiring some of the region’s sharpest creative leaders to running development programs to nurture the network’s talent, Lim’s role is multi-faceted and geographically vast. As Regional CCO of Dentsu Asia-Pacific, he oversees no less than 26 offices across 15 countries.
Lately, the non-traditional solutions his team has produced have been winning a slew of multinational awards – including one of just six Black Pencils at D&AD last week, when BWM Dentsu won a Black Pencil for ‘Project Revoice’(ALS Association Australia).
Marketing in the new economy has to be more relevant and personalized to move people and business. It goes beyond communications. Our business is at the intersection of data, media, strategy, creativity and technology. Not this or that, but this and that. We bring these together at Dentsu to produce non-traditional work to get people to stop, stare and share. Different work in the experiential, mobile, digital and social space that makes a real difference, from engagement to transaction. Innovative business solutions.
We spend an inordinate amount of time on people development at Dentsu. We run programs across the region and around the world. We work with Google and Facebook to stay ahead of the curve. People are our greatest resource and people development future-proofs our talent pool. This takes a lot of energy but it also recharges our batteries. My emails to our people typically end with two words, “Keep pushing!”
The work we do and the way we work at Dentsu are quite different. We produce Oscar-winning movies, make globally syndicated reality shows, create pop groups, work with robots and launch global events like the Olympics. Weird and wonderful.
What I do as Regional CCO is about “we”, not me. It’s more about the people I inspire, the work I influence and the outcomes we produce together than it is a personal claim to fame.
People are our greatest resource and people development future-proofs our talent pool. This takes a lot of energy but it also recharges our batteries. My emails to our people typically end with two words, “Keep pushing!”
I have to thank Rob Belgiovane, Asheen Naidu, Merlee Jayme, Santosh Padhi, Agnelio Dias, Paul Catmur, Andy Greenaway, Edmund Choe, Alice Chou, Judy Tao, Subun Khow, Jon Chalermwong, Kaz Tsuburaku, Hiroshi Yoda, Huang Ean Hwa, Lee Szu Hung and many more honest, humble and hardworking people who joined Dentsu across the Asia-Pacific to move people and business. I look for creative people with a good head and a good heart, and am fortunate to have found more than a few.
I spent a lifetime at DDB and a brief spell at Leo Burnett before I joined Dentsu. The work we do and the way we work at Dentsu are quite different. We produce Oscar-winning movies, make globally syndicated reality shows, create pop groups, work with robots and launch global events like the Olympics. Weird and wonderful.
Dentsu won a fair share of multinational and local business across the region in recent years and the work the team produced got global attention. We picked up Grand Prix at the Cannes Lions, ADFEST, Spikes Asia and AD STARS. We’ve won Best Of Discipline at The One Show, accolades at Clio, Webby, APAC Effie, New York Festivals and London International Awards. Last week, we won a Black Pencil at D&AD. The network was crowned Campaign Brief Asia’s Most Creative Network 2017 and 2018, ADFEST Network Of The Year 2017, 2018 and 2019 and won the Facebook Award for Innovation.
It’s all down to people and support from the network leadership of Toshihiro Yamamoto, Tim Andree, Takaki Hibino and Dick Van Motman.
There are only so many days in a month. I can’t do it all, not physically. I started Best Of Month when I joined Dentsu, an online platform for offices to submit their best work every month. The work is reviewed by the regional Creative Council and the noteworthy pieces shared with the network. This regular sharing and learning platform has contributed significantly to our people and product development across the region.
MamaLab is a strategic support unit at Dentsu Tokyo. We remodeled it into a specialized business solutions network by mothers for mothers and launched MamaLab Asia-Pacific. Mom is the world’s single most powerful consumer – she buys not only for herself but for her spouse, her kids, the whole family. BBC took notice of the massive potential of marketing to the “mom economy” and featured MamaLab on its World News. MamaLab has since won multiple projects from multinational clients.
This is my first time judging AD STARS and I’m intrigued. AD STARS is a global awards show that’s free to enter, which is unique. It levels the playing field for agencies big and small to show the world what they are capable of. I hope to see work that’s different and makes a difference, especially from smaller, independent agencies. Work that moves people and business.
I was invited to speak at the World Knowledge Forum in 2016. I thought I was mistaken for someone important as the other speakers at the forum included the UN Secretary General and Heads of State. There was a lot of debate about digital versus analog advertising back then and I was asked to share my thoughts on a subject that’s still raging today. I just gave a talk on “Gut versus Data” at the CreativeFest in Manila this April, so the debate isn’t quite over.
It’s actually not all that complicated if we strip away the jargon that people like to hide behind. Data tells us where the customer is. Media gets us there. What we do when we are face-to-face with the customer, that’s creative. That’s the moment of truth. Creativity moves the people we have spent so much data and media money to reach.
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