AME’s Grand Jury is the powerhouse behind the prestigious AME Awards, their high standard of excellence ensures that AME’s 26-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction. Jury members have a world-wide reputation for innovation, creative excellence, strategic prowess, and the ability to deliver distinctive and effective results for global brands.
2020 Grand Jury member Cheelip Ong Cheelip is a hybrid creative leader with over 18 years of integrated advertising experience, having successfully helmed creative departments in markets as diverse as Singapore, Vietnam, Indonesia, Tokyo and China. In his current role as Regional Chief Creative Officer he is tasked to drive Lion and Lion’s digital and creative capabilities across five countries in Asia.
AME Awards: Tell us about your process of creating and delivering effective results.
Cheelip Ong: It is important to have a strong understanding of the nature of the client’s business to get into the heart of the business issues they could be facing. I will work with the client and our strategists to analyze why the problem exists and also, to understand the consumers and the markets that they are trying to connect with. After having a clear definition of the barriers we have to overcome, we will also frame how success (results) should look like, before constructing the right creative solution that will get us there.
AME Awards: As a strategic creative, what do ads that have taken the brief and turned it into campaign that transforms opinions, evokes action and raises the bar for the brand have in common?
Cheelip Ong: They are all build on piercingly strong insights, which translate into powerful and refreshing brand experiences that resonate with the target audience.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Cheelip Ong:It is important that we don’t just celebrate creativity for creativity sake, but rather, celebrate breakthrough creative solutions that bring value to brands; solutions that are proven to work.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Cheelip Ong: It is an honor a join an illustrious list of industry leaders to judge some of the most creatively effective campaigns around the world. Through the works, I could also challenge myself to see how I would tackle the same briefs creatively.
AME Awards: What is your all time, favorite most effective ad and why does it hit the bullseye for the brand.
Cheelip Ong:It would be Apple’s 1984 commercial. This highly disruptive commercial was ahead of its time and pivotal to Apple as it set itself as an innovator and revolutionary player in the field. Although the ad was aired more than 30 years ago, it set a precedent-breaking tone for Apple that still prevails today. The commercial related to its audience and inspired the creative individual to break free from convention and do something different; it helped launch Apple on its amazing brand narrative and growth trajectory.
What multi-channel techniques are being used most to strategically and effectively set apart brands from the pack? I don’t think there can be a one size fits all cross-channel technique that can be replicated again and again with the same results. Even though we know the importance of a digital-centric approach, it is important to take into consideration the diverse behaviors and patterns of the intended users and consumers – which can vary for different brands – before constructing the right cross-media brand, experience to connect with them.
In your opinion, which brands are doing the most effective millennial friendly creative?
Burger King, Apple, Coca Cola, Nike, Spotify, Xbox, Old Spice, Playstation, JD.COM (China), Ikea, just to name a few.
AME Awards: What campaign or campaigns are you most proud of and how did it move the needle for the brand?
Cheelip Ong: It will be my “Make Joy Happen” Cross-channel Campaign for JD.COM (China’s second leading e-Commerce brand) which launched the global platform and DNA for the brand as it took on Alibaba during China’s Singles Day Shopping Festival (the equivalent of Black Friday but way bigger). In 2018, the brand recorded a 27% jump in revenue, with $23 billion dollars sold in goods across just 11 days.
AME Awards: What cultural and or social changes do you think will influence this year’s work?
Cheelip Ong: Social consciousness, environmental and youth activism (The Greta Generation) and Equality Culture.
AME Awards: Any advice for entrants? Will you share your tips for entry success?
Cheelip Ong: Although AME Awards celebrate the effectiveness of the work, it is equally important that entrants submit work that demonstrates groundbreaking creativity being applied.
AME Awards: AME’s Grand Jury provides the opportunity to earn trophies within a region and on the global stage, what are the advantages for the opportunity to earn both a regional and an international award within the same competition?
Cheelip Ong: Simple. Entrants get a chance to enjoy twice the glory with the same piece of work.
AME Awards: What do you do keep your creative and strategic juices flowing?
Cheelip Ong: Travelling often and immersing myself deeply in the cultures of different countries never fail to stimulate my mind and imagination. I am blessed that I have a job that takes me across cities to interact with different colleagues and clients. As a result, I am constantly exposed to new thoughts and ideas.
AME Awards: Who is your inspiration and how has this philosophy made you who you are today?
Cheelip Ong: Life is my inspiration and my best teacher. Just go out there and live a life, as fully and as authentically as you can. Try new experiences whenever the chance presents itself and never be afraid to fail. And even if you do, fail forward and rise again. Make sure you have fun in the progress and memories to take to your old age. Enjoy the process, my friends.