Bangkok--1 Apr--Arc Worldwide
Leo Burnett Thailand strengthens its reputation as a leader in the advertising industry by hosting the annual Global Product Committee 2009 (GPC), which features works from across the Leo Burnett’s global network.
Leo Burnett Thailand was given the honor of hosting the Global Product Committee of the first quarter in 2009 that will bolster the gathering of many creative works from all across the Leo Burnett’s global network. Each creative work will be judged and scored by a Leo Burnett executive committee of more than 30 individuals from 15 different countries with the event’s main aim being to give new inspiration in creating new and more innovative work for the future.
Mrs. On-Usa Lamliengpol, Chief Executive Officer of Leo Burnett and ARC Worldwide Thailand, said “It is a great honor for us to be able to host the Global Product Committee again, because the chance of being able to participate and witness the judging of these great creative works that was specifically chosen from all over the world for this event ranging through five types of media categories including TVC, Radio, Print, Integrated and Interactive media, does not come around very often. For us, the Global Product Committee is the standard or the “Yard Stick” that measures the value of our creative ideas which is of the highest importance to all Leo Burnett’s personnel world wide. Being the host this year, it gives our people the chance to learn new ideas from a different point-of-view and also provides them with the strength to continue doing what they do. We are all very proud that Leo Burnett Thailand was given the label of being the “Creative Hot House” of the Asian Pacific region and is widely accepted by the Leo Burnett network all around the world.
Mr. Mark Tutssel, Chief Creative Officer of Leo Burnett Worldwide, was an honored guest who participated in this year’s Global Product Committee to judge and gives his views on all of the creative works and the current situation in today’s advertising industry. He said, “I think today the advertising industry is highly competitive, more so than before, and the toughest competition of all happens within oneself. This is because we all need to find within ourselves how to create a work that is outstanding, not repetitive, and builds a strong impression to whomever come across it while answering the needs of the particular brand effectively. With the current global economic downturn that we are facing today, the first thing that might be affected is the amount of money available for advertising. However at the same time, the brands cannot stop communicating between the consumers and themselves. From this, it has forced me to see from a different point-of-view that a good creative will have the ability to create a truly influential work, even if there might be many limitations like how the consumers now holds the power to choose what media they receive or even the issue of diminishing funds, because a great idea can act as a powerful weapon that can alter and change human behavior. And this year, I have witnessed an array of wonderful works with a standard that inspires all who were participating in this committee. Works from Thailand itself proves to us also how exceptional Thailand’s creative are.”
“At Leo Burnett, we have the HumanKind Scale as the standard that we judge each and every piece of work by seeing what values people will receive from these works. If a piece of work have the power to change the way that human behave, it will receive an award of 7+, which is the goal that everyone in Leo Burnett and ARC Worldwide all wish to reach.” Mr. Mark Tutssel added.
Executive Creative Directors from Leo Burnett Thailand, Mr. Keeratie Chaimoungkalo and Mr. Sompat Trisadikun gave their thoughts on the creative works on display at the Global Product Committee with the potential of receiving the 7+ award, they said; “A creative work that has the potential of receiving the revered 7+ award, other than being outstanding in the creative sense, the idea must come from the people because people are the consumers and in this day and age where consumers are top priority because they can choose what they want to view, it has become increasingly more difficult to get through to them if we use the traditional methods.”
Mr. Keeratie pointed out that, “A good creative must be able to understand the way people live and think. The reason for this is because the ideas must be able to become an integral part of their lifestyle and in the end, understands the way the consumers are so that it can make an impact in their lives.”
Mr. Sompat also added, “A good creative work cannot and is not measured by how flash, humorous, or beautiful it is but by how much it impacts and changes the way people think and live, which is also known as “Act”. This covers from an individual level all the way to the social level as well, and only after that will it be able to change the way in which the world behaves. An example of this is the “Earth Hour” campaign that Leo Burnett Sydney creatively thought out to help with the issue of global warming in 2007. It was a huge success and in this year, people from all around the world are continuingly following the progress of this campaign, which can truly be called a world class “Act”. It was this very campaign that reaches the summit of creativity, scoring an incredible 9 on the HumanKind scale in the 2007 Global Product Committee. And for me, it is with great pleasure to see that this year; a creative work from Thailand had received a 7+ award right from the first day of judging. The creative work that I mentioned was the Imperial fire extinguisher piece from the print category, which was able to communicate with people from all around the world, no matter what nationality they are. With a clear insight, an idea that is simple to understand and topped off with beautifully crafted image that our creative have pour their hearts and creativity into creating this piece of work. I cannot tell you enough of how proud I am.”
Mr. Sompat went on to say, “This year, I have seen many wonderful works that has the ability to easily ignite new creative ideas for anyone who have witness them and it can also be a motivational drive to help us strive in becoming better and surpass even the standards that is set by “HumanKind”.
The Global Product Committee or as it is known simply as GPC, was first held in 1993 at Leo Burnett’s headquarter, Chicago office in the U.S.A. and will be alternately held throughout many of Leo Burnett’s offices around the world. This year is the 16th annual event of the Global Product Committee and the third time that Thailand has been given the honor of hosting the event, which is considered to be a glorious opportunity for Leo Burnett Thailand to again reinforce itself and show its capability as a true leader in the advertising industry.
For further information, please contact Arc Worldwide Thailand:
Siribuddhanadda Dhisanuvongse (Jao - Onn) / Tel 662 684 5704 / Mobile 66 81 851 9188
Email: [email protected]
Sophana Tanmanatragul (Zona) / Tel 662 684 5694 / Mobile 6681 079 0988