Grey Advertising APAC

Persistence in the new virtue in creativity


  • Toggle Nav



    Persistence in the new virtue in creativity

    In the lead up to Cannes it’s always fun to speculate on what type of idea will be lauded. Whether the print ad is dead, if charity work will be overlooked and which network will be snubbed.

    June 15, 2017

    One thing is for sure though – the work that wins big this year will shape the work for the following year. And will set the bar for what ideas an advertising creative should be putting forward.

    When we talk about the virtues of a creative person we think of things like ambition, defiance, enthusiasm and may often describe them as industrious or spontaneous. But interestingly, due to the ideas that we applaud as best-in-class, we’re seeing the virtue of persistence rising to the top of that list.

    And this is because the ideas that are a measure of what our industry is capable of doing often take a shit load of time to execute.

    Ideas like The Swedish Number and McWhopper are best in class and have been accordingly awarded so. But, damn, they took a long time to enter the real world. I think, what’s most impressive about these campaigns is the persistence of the team behind them. We’re talking over two years of it. That’s serious persistence.

    The degree of difficulty with ideas of this calibre is enormous too. More chance to fall over, to fall out of love with, to be hen pecked and, most importantly, more chance to lose the people who championed the original nugget of an idea.

    Isn’t it funny how a classic, dare I call it traditional, print ad can seem small? Sometimes even labeled now as a ‘quick win’. We’ve raised the bar in terms of what we, as an industry, consider brilliant creative work.

    And don’t get me wrong, I think putting work like this on a pedestal is a good thing. A very good thing.



    Jun 8, 2017


  • Press Release

    Change of Leadership - Grey Group Japan

    Grey Group AMEA has announced today that Yumi Shibuya will be taking on the new role of Non-Executive Chairperson, with Yukiko Ochiai stepping up as the new Chief Executive Officer of Grey Group Japan.

  • Press Release

    Change of Leadership - Grey Group Singapore

    Grey Group Singapore has appointed Konstantin Popovic (pictured right) to CEO, effective 1 January 2018. This is in addition to his current role as executive VP, MD (GSK). He will be replacing current CEO Subbaraju Alluri (pictured left), who is taking on the newly created role of area director – Indonesia and Thailand. Alluri takes over from Monika Rudijono, CEO of Grey Group Indonesia.

  • Huma Qureshi - Music Maketh The Ad

    When the English model Nick Kamen strolled into a laundrette in 1985 to the sound of Marvin Gaye’s I Heard It Through The Grapevine, Levi’s knew what it was doing. Music, subtle humour, emotional connection, 501 jeans, sex appeal.

  • Boboy Consunji on Adobo Roundtable

    There are many innovations right now in the office. What innovations have you brought in your own offices. How has it changed the office culture? And why, what prompted it in the first place?

  • Juan Manuel De Borja on the Philippines - a society in transformation

    The Philippines is in the middle of massive changes. We have a one of the fastest growing economies in the world, turbulent politics, a population that's doubled since the 1980s, and a median age that's a bull's eye for that demographic that's a constant reminder we live in different times - Millennials.

  • All Articles
  • Duracell Durathon get Mumbai families up & running View
  • Grey Group Singapore wins at the HR Asia Awards 2017 View
  • Press Release Change of Leadership - Grey Group Japan View
  • Press Release Change of Leadership - Grey Group Singapore View