Wednesday, September 30, 2009

Eugene Cheong

Ogilvy´s Worldwide Chief Creative Officer, Tham Khai Meng, is the most famous name of Singapore. But the real talent from the Southeast country lies on Eugene Cheong. From the many Neil French´s Asian Pupils, he was, definitely, the one who shined most.

Cheong is working at Ogilvy since 1981, from the time David Ogilvy himself was still there, and has also spent a brief time in some hot shops in the middle of the 90s. Eugene has worked in London´s office, which puts his thinking much closer to West than East. His ideas are usually very high-class, always using the combination great copy + long text, instead of visual puzzles.

Respected as a big talent, Eugene finally got a well deserved recognition at Ogilvy and was named Top Creative of the office in Asia. Neil French refers him as the world´s second best writer and some say he can write speeches better than Obama. From his more than 300 awards around, we will highlights the ones he has won in Cannes.

Ad Genius 13: Eugene Cheong.
Countries: Singapore and UK.
Agencies: Ogilvy, Bates, the Ball partnership.
In Cannes: 14 lions, 6 gold.
Strong Points: Long Copy.







































video video

17 comments:

  1. Scam hack. Traditional, print bullshit work! Your time has past, matey!

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  2. Giv me dave droga any time of the decade! I don't need a Neil French protege. And wasn't there a controversy over the God campaign ... a rip-off of a published work? And in this Internet age, who actually reads long long copy set in whimsical fonts? 20, 10 years ago, such work would have been lauded but now, any graphic design student with a mac on mobile broadband can churn out similar ideas by the '000s. Take an analogy - why did Wong Kar Wai make Days Of Being Wild, Chungking Express, In The Mood For Love and 2046 as a finale? Cos a true master knows 'all this will pass'. Even Droga quit his CD job to set up his multi-disciplinary design studio.

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  3. Neil French thinks EC's the 2nd best writer in the world - is it French's way of saying he himself is #1? The best back-handed compliment I've read! And what does that make S Rushdie ... a literary hack? Surely a chap who won the Booker of the Bookers twice, can't be reduced to walking in the shadows of a fellow who writes copy to clients' orders? Ad hype!

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  4. Giv Eug a break won't u? What's his age? 50 past? How many +50 Creative Directors u see going past 60? Should eug get the chop from Ogilvy top management - too expensive too high-clas - what would he do 4 a living? Teach kopiwriting at local polytechnics' media depts? Means very big pay cut and drop in status. So what if he is a scam hack, he is just protecting his job, show he is giving all his expertise. I googled dave droga, dat chap set up his own company, be his own boss, make his money as good as his effort put in ... I say this is smarter than being a take-pay employee in a big MNC.

    So hav pity on eug. He is running on a threadmill which donch slow down or age in parts.

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  5. Eugene Cheong?
    Boring Song!

    (thank you, thank you - please keep applause to a dull roar)

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  6. for once I would like to see a real selling ad from this pretender. I can't believe Ogilvy continue to indulge this wankery

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  7. J E A L O U S.......so sad

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  8. "The truth is never pretty. But never as ugly as a lie." - Shane Weaver. RIP. ECD Ogilvy

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  9. Saw today at MRT signboard on Singapore 2012 Most Influential Creative Directors and EC isn't on it after 2010 & 2011. So he is going down or some new boss at Ogilvy let him go? Anyone knows? Good riddance to the Lance Armstrong of Singapore advertising!

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  10. Seriously? Why all the haters? He has won more awards than everyone who has commented on this article combined. So what have you done?

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  11. Won for scam ads? Won as part of a team? Won following a brief given by higher CDs in the agency ladder? Won by original thinking not by usurping other creatives' ideas and passing off as own?

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  12. He is getting old. Better to retire soon.

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  13. "Neil. Ditto"

    Dog of God.

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  14. "Ogilvy´s Worldwide Chief Creative Officer, Tham Khai Meng, is the most famous name of Singapore."

    Oh stop it you stupid boy! You'll go blind.

    LKY aka GOD

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