DECODING THE MANY FLAVOURS OF CREATIVITYPAT BARON / HEOK SEONG NG
Creativity is the currency of our business and, in the ever more competitive hunt for top talent, there is a premium on innovation and imagination.
In a region as diverse as Asia, creativity manifests in many ways. Do different markets value different types of creativity? What’s the secret to unlocking the very best creative talent?
How can agencies benefit from diversity in their teams and within their networks?
From Australia to Malaysia, this presentation explores what makes a great creative and how cultural differences should be celebrated to get ahead in today’s globalized world.
Pat brings more than two decades of experience in behavioural change communications and a creative track record that has seen him awarded at every major international award show. Patrick is currently the chief creative officer at McCann Melbourne. During this time, McCann Melbourne was ranked by the ‘Gunn Report’ as the No.1 creative agency in the world and ‘Agency of The Year’ by Campaign Brief in 2013. Advertising Age USA ranked Patrick as the world’s No.1 creative director and art director and the ‘Directory Big Won’ rankings as No.1 art director and No.4 copywriter. In 2014, McCann Melbourne became the 3rd most effective agency in Australia and Pat was named ‘Creative Of The Year Australia & New Zealand’ by Campaign Asia Pacific. In 2015, Pat was also the first ever winner of the ‘Creative Of The Year’ at the Australian Creative & Effectiveness Awards. He is also the only Australian creative director and art director to have had work awarded by TED and housed in London’s Design Museum.
Pat has overseen some of the agency's most celebrated campaigns. These include the Cannes Lion, D&AD and One Show winning ‘Dumb Ways to Die’, V/Line ‘Guilt Trips’, The Melbourne international Film Festival ‘Emotional Trailer’, Macquarie Dictionary's ‘Phubbing’ and the Tigerair ‘Infrequent Flyer Club’ campaigns. With over 400 awards and fifty Lions across every category, Pat is one of the industry’s leading innovators.
Patrick actively supports his industry on award juries for CANNES (Film), the ONE SHOW (Film) the New York Festivals (Film), ADFEST (Film, Media, PR), SPIKES Asia (Film, Print, Outdoor, Radio and Print Craft), AWARD (Promotion and Experiential, PR and Media), Sirens Creative Council, is an AWARD School judge and an Australian Creative & Effectiveness Awards ADMA AC&E jury president. Patrick writes opinion articles in the media for B&T, AdNews, Campaign Brief and also presents at creative workshops, seminars and media events.
Born in multicultural Malaysia, Seong is adept to switching between speaking English, Malay and various Chinese dialects as swiftly as you are at swiping right on Tinder.
He tried selling Britannica encyclopedias (think hardcopy Wikipedia for the rest of you born after 2000). He processed insurance claims at Unilever. And dabbled as a set designer for theatre productions prior to his career in ad land.
In an advertising career spanning over 2 decades in Malaysia and Singapore, Seong has had the privilege of experiencing different agency cultures, working at the likes of DDB, Lowe, Havas, Dentsu and now McCann, helping them stay consistently in the Top 5 creatively.
He has been awarded at every major award show and is a big advocate for ‘Disciplined Creativity’, producing innovative creative solutions that deliver real business results.
Seong has judged at Cannes, ADFEST and Spikes. But perhaps his biggest achievement thus far, has been the many creatives that he has nurtured and mentored into award-winning creative directors.
A foodie at heart, he’s always game for a new culinary adventure. From horse sashimi to insects, there’s nothing he wouldn’t try… except maybe for stinky cheese.