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Tag: Reed Collins

  • Ogilvy appoints Reed Collins, Sonal Dabral to head APAC team

    Ogilvy appoints Reed Collins, Sonal Dabral to head APAC team

    MUMBAI: Ogilvy announced today a new creative leadership team in the Asia Pacific region. Reed Collins and Sonal Dabral will lead the agency’s creative efforts throughout Asia Pacific, with Collins continuing his focus on North Asia while Dabral will take on the role of leading the agency’s South East and South Asia offices. Eugene Cheong, who has served as Ogilvy’s chief creative officer in Asia Pacific for the past decade, will be transitioning to a new role that is being finalised in joint conversations with Ogilvy and WPP.  

    Ogilvy worldwide chief creative officer Piyush Pandey said, “I would like to thank Eugene for his invaluable contributions throughout his tenure. He is a fantastic Creative champion, who has helped Ogilvy shine around the world”.

    On the appointment of Dabral and Collins, Pandey added “I have great confidence in our next generation of leadership with Reed and Sonal to continue to deliver great creative solutions to all our clients.”

    “Reed and Sonal are true Ogilvy giants with modern marketing skills and the right experiences to take the agency into the future. They are both dynamic, inspirational creative talents whose energy and ambition are infectious”, said Ogilvy co-chief executives Kent Wertime and Chris Reitermann.  

    Collins joined Ogilvy in 2013, has since served as chief creative officer in Hong Kong and was announced as chief creative officer, North Asia in 2018. Dabral will remain based in India, where he has held the positions of chief creative officer and vice chairman of South Asia. Collins and Dabral will work closely with Reitermann and Wertime in their business leadership roles, and with Piyush Pandey, as Ogilvy’s chief creative officer, worldwide.

    “I am proud of all that we have accomplished over my ten years as regional Creative leader for Ogilvy. Our offices, according to Campaign Brief Asia, are amongst the hottest in their markets with a few exceptions of course. We have, in my unbiased view, the best team of CCOs and ECDs in the Ogilvy world. If you want proof, our being named Cannes “Asia Creative Agency of the Year” in 2018 is hard evidence of that.” added Cheong.

  • O&M Hong Kong uses DNA testing to put a face to litterbugs

    O&M Hong Kong uses DNA testing to put a face to litterbugs

    MUMBAI: Ogilvy & Mather Hong Kong (Ogilvy) has launched a city-wide campaign for the Hong Kong CleanUp Initiative organised by Ecozine and The Nature Conservancy. The campaign, entitled ‘The Face of Litter’, has launched in conjunction with Global Earth Day.

     

    With a staggering sixteen thousand tons of waste dumped in Hong Kong every day, the campaign aims to raise awareness of the extent of littering across the city, pinpoint those responsible and encourage people to change their behaviour.

     

    Turning to science for answers, Ogilvy has targeted key locations in Hong Kong to collect, analyse and create DNA-based composites of the perpetrators. By combining the expertise of US-based research centres and advanced Snapshot DNA phenotyping provided by ParabonNanoLabs, data has been used to create a visual representation of the person who has littered. Because age is impossible to determine through DNA alone, but still integral in creating an accurate portrait, DNA data has been combined with other factors, such as demographics based on the type of litter and where it was collected to determine the approximate age of the litterer.

     

    Ogilvy & Mather Group Hong Kong chief creative officer Reed Collins said, “This campaign is one of a kind. It’s interactive. It’s innovative. It’s our own science experiment that we’re using to create social change. Litter is such a major problem in Hong Kong and thanks to newly available DNA technology we can now put a face to this anonymous crime and get people to think twice about littering.”

     

    The Hong Kong Cleanup founder and CEO Lisa Christensen added, “We are thrilled to be part of this innovative campaign, which is sure to have a positive impact on people and the community. Last year, during the six-week Hong Kong Cleanup Challenge, 418 teams comprising 51,064 participants, collected a total of 3,894,000 kgs of litter from city streets, coastal area’s and country trails. Sadly, we suffer from a serious ‘pick up after me’ mentality, and this simply must change.”

     

    OgilvyOne Hong Kong executive creative director Rafael Guida said, “While this method may not identify specific individuals, it will be enough to make people think twice about littering. The campaign combines a public service message with science and technology, enabling us to communicate with Hongkongers in a very different way.”

     

    Poster portraits of perpetrators will be placed across the city as well as online. To create further awareness, Ogilvy will also be promoting a video that demonstrates the experiment and warns people not to litter at the risk of becoming the next face of the campaign.