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.

Nigel Roberts & Paul Belford

Worshipped in UK, not so in Cannes, Paul Belford and Nigel Roberts are probably the most influential advertisers in the world in the most classic category: print. Their system "poster design + beautiful headline that works alone" is a must in countries like Brazil and Singapore. Their "scam ads to win advertising festivals" is also repeated exhaustively in the rest of the world. And finally, their "Economist" posters are taught in the first grade of every advertising school.

It´s not easy to choose the best of the team, since they have always worked together. Now, after almost 15 years together, they split. Nigel is creative director at CHI & Partners, while Paul (the most awarded art director in the history of D&AD) is partner of a small agency, "This is Real Art". Together since DMB&B times, they worked at TBWA, Ogilvy, Leagas Delaney and AMV BBDO. Their constant agency changing and their scam scandals, suggest that they might not be easy to handle.

Ad Genius 11: Nigel Roberts & Paul Belford

Country: UK.

Agencies: DMB&B, TBWA, Ogilvy, Leagas Delaney, AMV BBDO, CHI & Partners, This is Real Art.

At Cannes: 20 Lions, 6 golds.

Strong points: Beautiful layouts + smart headlines.