Antti Toivonen

Guan Hin Tay and I both wrote books this year about creativity. So we decided to write a review about each others book. Here is mine about a brilliant and thoughtful book that gets to the heart of the paradox that is creativity. Collide is available on Amazon here https://lnkd.in/gbmJvDRq #creativity #ideas #advertising "Collide: Embracing Conflict to Boost Creativity” by Tay Guan Hin is a thought-provoking exploration of the power of conflict in driving innovation and creative breakthroughs that I really enjoyed. The book challenges traditional notions of avoiding conflict, instead advocating for its constructive use as a catalyst for fresh ideas. Simply put, you need to harness and embrace tension and friction if you want to do anything original, innovative or creative. Tay Guan Hin, shares how to do this with his insights through fantastic real-world examples and stories, emphasizing how the clash of differing perspectives can lead to unexpected solutions. With loads of illustrations that accompany the text, the book takes readers on a visual and conceptual journey into the dynamics of creative tension. Collide offers a refreshing perspective for professionals, creatives, and anyone interested in harnessing the productive potential of disagreements to fuel innovation. This book is more than a guide—it’s an invitation to view conflict as an essential ingredient for success.

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👊👊 Thank you LBBonline - Little Black Book for the feature and giving me a platform to share my thoughts on creativity. #thoughtleadership TBWA\Group Singapore 🇸🇬 🏴‍☠️ TLDR Creativity: Being a creative is a lifestyle. Stay inspired, be a sponge and embrace all kinds of fandom. Collaboration: The Creative Lead protects the idea and steers the ship but having good partners will ensure the core of the idea is executed to the best of its potential. Making everybody feel like they are part of the journey helps build ownership. Young Creatives: With any career, it’s a marathon and not a sprint. Don’t expect overnight success. Luck is when preparation meets an opportunity.

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“95% of surveyed respondents in South East Asia said they watch both short-form and long-form videos on YouTube.” Gone are the days of a single content format ruling the roost. Multi-format storytelling is about meeting your audience at every touchpoint with the right content, in the right format, at the right time. Short, attention-grabbing snippets on YouTube Shorts can spark initial interest, while in-depth documentaries or explainer videos on YouTube itself can provide deeper dives. A multi-format strategy ensures your brand message reaches the right ears, regardless of how they choose to listen. As the lead for this category, I want brands to understand that they have the whole of YouTube and its formats at their disposal to reach their target audience. I can’t wait to watch all the work. Join me and the entire jury team at the award show and let’s dictate the future of this category and YouTube marketing together! Can't wait to be judging your long and short ones. Also i have long hair now, this is an old pic. :P #YouTubeWorksSEA

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I RECENTLY REDISCOVERED THIS MANIFESTO. It comes from the first international ad agency job I had. In 1999, I moved to Singapore to work for what was considered the hottest creative agency in the Asia region at the time - Batey Ads. It was founded and led by the charismatic but firm Ian Batey. His successes included the creation of iconic campaigns for Singapore Airlines, which for a long time was the #1 airline in the world. He started his agency at the same time the airline started and they grew together. It was a challenging agency to work at, the bar was set high when it came to the thinking and the work. No excuses were accepted. I produced some ads that to this day are still some of my favourites. Ian wrote an agency manifesto that, by today’s standards, may not pass the HR filter, but there are still some points in there that would benefit agencies today. Here it is in its entirety. Our Staff ·  We believe in sharing our financial rewards solely with the most deserving, our staff. ·  We believe in open-door management, delegating responsibility and making everyone responsible for their actions. ·  We believe every single person on staff, from office boy upwards, should think creatively, eat creatively and sleep creatively. ·  We believe that hard work makes Jack a bright lad. Our Craft ·  We believe in advertising that tickles the toes as well as the head. ·  We believe in creating ideas that endure rather than one-off ads that win awards. ·  We believe in never sacrificing the art for the profit. ·  We believe raw concept testing of advertising ideas was invented by a frustrated Tasmanian transvestite. ·  We believe that the most important rule to follow in developing an idea is not to have any rules. Our Business Attitude ·  We believe the best clients are the ones we have; it’s more important to develop existing business than to continuously chase new business. ·  We believe we must seek to know as much about our client’s business as the clients know themselves. ·  We believe there’s no such thing as a bad client, just bad judgment or salesmanship on our part. ·  We believe that the most effective way to build a strong client relationship is when the clients see us not only as an advertising/marketing partner but also as a business partner. ·  We believe forward planning is next to godliness. ·  We believe in treating the bottom line like grandma: with reverence. Our Personality ·  We believe we’re lucky to be in such an exciting industry and it shows in the energy and passion we apply to every task. ·  We are more like barrow boys than suave admen. ·  We believe in being fair to the point of being irreverent; cheerful, always cheerful – to a point. ·  We believe that a little madness helps keep us sane. As I said, some parts would not pass the HR litmus test today. But there are other parts that are worthy reminders of what could or should be done. #advertising #bateyads #creativeadvertising

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An honest look at how AI is reshaping creative agencies, revealing some fascinating and uncomfortable realities: - APAC is already implementing AI to reduce head count costs - what impact is this having on quality and of course staffing - AI vs human staffing plans are now becoming standard in RFIs to compare cost savings - a seismic shift. - The entry role job is likely to be replaced by AI - what does this mean for anyone wanting to join the industry - but more than that, learning the trade often starts with doing the grunt work - If the low level work is being replaced by AI - how will agencies differentiate their offering? Highly likely that it will be the human in the loop that makes the difference. Is that the expensive 'older' experienced talent that in many cases has 'disappeared' from the workplace And reading forward it does feel like there is going to a human IP problem where if we don't bring great talent through and the experienced talent leaves (or has already left the building) then what happens? An ex agency leader and now AI start up founder was discussing this me - their comment was 'if you're not making or using the tools - you should be worried'.

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The storytelling. The drama. The humor! While many are banking on AI, (which will effectively homogenize thinking and turn even more ads/spots into garbage), here is a wonderful example of how trust develops something people WILL watch for the full 5+ minutes. Cheers to creatives BEING creative. #trust #play #badass

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Just recently a respected senior Hong Kong creative leader said something to me at a reception that nearly caused me to choke on my shandy. She said “Ideas don’t matter anymore” That’s a pretty sweeping statement and had me mulling this over for a few days, at the end of which I concluded “Nonsense.” In advertising, in driving brands, I think ideas are as important today as ever. Whenever we see people sharing good work in social media (the irony) it’s nearly always something founded on a great idea, not an execution. Ideas are what get our attention (not pop-ups FFS). They entertain us, intrigue us, make us want to know more. We all love great ideas. The problem today is not that they don’t matter, it’s just that in this world of technology-driven and data-reliant mass marketing, a whole generation has grown up not knowing what ideas are, or how to have them. Most advertising these days tries to get attention through execution alone. But great work does get done and does stand out. So with my AdCademy presentation and workshop on ‘What’s the big idea?’ I set out to try and get to the bottom of all this. Where ideas come from (some great direct and surprising examples), how they lead to great campaigns, how to evaluate ideas at concept stage beyond just personal taste. It does get a bit Carl Jung in places, but it’s an entertaining journey. Here’s the link to the site if you want to know more: www.kcadacad.com

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Maybe you want to explore fresh creative territory, flip your way of thinking or work on its head. Or maybe you want to start a new creative venture. Or reinvent yourself or your career. Doubt can linger and become an unwelcome guest at this party. Please just let it linger while you get on with doing what it is you want to do. Is there any guarantee of success? Of course not. But as the old saying goes - you’ll never know until you try. “Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit at home and think about it. Go out and get busy.” Dale Carnegie One thing I often tell creative people I coach is to jump into the deep and see where the current takes you. Sure, it can feel uncomfortable, but as I always like to say - Comfort zones are only good if you’re a mattress tester. #creativity #creativecoach ##creativecareers #creativedirector

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Based on Rickshawalas in BKC😅

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Change the Angle is changing VML to the TOP.

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Out Of Home ideas that become destinations, offering an immersive experience in a specific place and time, have the potential to generate organic video shares when they are captivating. Livio Grossi, Group ECD, Dentsu Creative Vietnam & Dentsu Redder, shares with Campaign Asia-Pacific, how technology can be best used to create the most engaging campaigns to captivate consumers. Read more: https://lnkd.in/dKK2uE3b Speak to us to create captivating campaigns: [email protected] #dentsuSEA #dentsuSoutheastAsia

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Fake OOH ads (FOOH) are taking creativity to bold new heights! From sky-diving foundation bottles to giant sweet potatoes on Orchard Road, these unconventional stunts are challenging us to rethink what advertising can be.🧠💭 Our Executive Creative Director, Shawn, shares his perspective: "Does FOOH push creatives to reimagine their boundaries? I think that’s probably not its greatest contribution. Creativity has always been about pushing boundaries, and things like MR and stunt marketing have been around for years. But now, with tech, we can simply do it faster and cheaper. We no longer have to apply for permits or produce, say, 2 blimps to fly over our skyscapes; or hire someone to dress up like Pikachu to eat a plate of chicken rice at Lao Pa Sat. We can now do it with a subscription and a few keystrokes. The boundary FOOH push therefore is not imagination but speed to market and the ability to do them at scale. But more significantly, FOOH has forced creatives to step up to the boundary lines of brand safety and ethics. That’s the real exciting space to watch. It’s even more critical to respect other brands’ or properties’ IP and integrity when staging stories. We’ve seen so many executions gone awry. The best balance now is still to play on an element of fantasy, rather than play on public perception or deception. Which is where ethics come in. It’s interesting to see where the scene goes. FOOH is just the flavour of the month, as I’m sure new flavours will roll in later. But ethics and respect for IP – that’s eternal." What do you think? Jump into the conversation and share your thoughts below! 💬✨ 👉 Check out the full story on Marketing Interactive here. #anticsATplay #anticsShare #FOOH #anticsThoughts

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Early in my advertising career, my ECD at the time said something funny to me. He said… “Rodd, this industry is just a lot of scary bits strung together.” He said it while laughing after we emerged from a rather bad client meeting. One of my first mentors also had me read a book called “Feel The Fear And Do It Anyway” by Susan Jeffers. I highly recommend it. It helped me do the following. 1. Didn’t take no for an answer in an early interview. - I bombed badly at an early interview when starting my career. - Instead of wallowing in sorrow, I did something about it. - Straight after the interview I bought a ream of A4 photocopy paper, 500 sheets, and wrote an ad on each page for their clients.  - I worked late into the night. - The next morning I bundled them up with a note - “Dear (insert CD here), I’ve been up all night thinking of you. Rodd (mobile number). - I got a phone call around 2 pm and started at the agency the next day. 2. I accepted my first overseas role. - When offered the chance to move to Singapore for a great role, the founder of the agency gave me 2-minutes to decide. - I said yes.  - It started a 24-year journey of working internationally, a journey I'm still on. 3. I took breaks. - On more than one occasion I stepped back and took a break after leaving some agencies. - I’d hop on a plane, head somewhere to inspire me, clear my mind, switch off my ad brain, and reset. 4. Walked away from jobs I was unhappy in. - If you hate your job it will show in your work and demeanour.  - Best to cut your losses and reclaim your happiness. 5. Took a lot of risks. - My first award-winning ad, at the start of my career, for a surfboard company got me a lot of ridicule, but it was also nominated in a national business magazine as one of the best ads of the year. - I took on roles that challenged me. - I moved from ad agencies to design/branding agencies to PR/marketing agencies and back to ad agencies - which opened up my experience and understanding of what brands need and want from agencies. 6. I stopped entering awards for some time. - I got caught up in the award ride for quite a while. - It was fun. But it became a distraction. - The last time I entered an award was in 2007. - Before that, I picked up awards at all the major shows except one - D&AD. - I may do it again for fun. Maybe I need to make D&AD my goal. 7. Kept being myself. - Oscar Wilde said, “Be yourself; everyone else is already taken.” - I came into advertising fresh from rock ‘n roll, and have pretty much stayed my rock ‘n roll self ever since. I started coaching creative people because there is a lot to understand and navigate in a creative career. I use 30 years of experience to help others climb and stay on the ladder. 🔴 I’m offering 20% off or free additional coaching sessions until Dec 7 - you can start in Dec, Jan, or Feb. Details in comments. … 🤘 ⚡ 🏴‍☠️ #advertising #creativity #creativedirector #creativecoaching #creativementor

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Pride month is coming to an end, but it's never too late to discuss important matters. Along with Ching C., I was invited by Ogilvy Singapore for a fireside chat about "How to be an ally?". In times where oppression against queer people is still alive and well across the globe, it's even more important for companies to create safe environments for their LGBTQ+ employees - and allyship is the key to that. For me, growing up queer meant growing up in fear. I feared being exposed, disappointing my loved ones, and worried that my "gayness" would hinder me from achieving my goals - and many LGBTQ+ individuals share these same feelings in their youth. When companies openly discuss allyship, we can work without the fears that used to haunt us. It sends a clear message that our sexuality or gender identity will not hold us back in any way. Based on what we chatted, here are five key tips for being a true ally (in a nutshell): 1 . Keep your ears wide open: be able to listen, understand, and show empathy. 2 . Forget assumptions and preconceptions (as they may lead to uncomfortable situations). 3 . Take a stand: bullying and homo/transphobic "jokes" can't be indulged or tolerated. 4 . Educate yourself: don't expect queer people to "teach" you everything (we are tired). 5 . Representation does matter: are you promoting diversity in your teams? Thank you Jeryll Lim (and the whole DE&I team) for making this happen and Nikhita Sejpal for being our host.

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*This film isn’t trying to make you cry. The world of advertising is buzzing about humor right now, with Thailand leading the charge. But before humor took center stage, we were known for something deeper—those emotional, tear-jerking stories that connect with the human soul. In Thailand, we may seem like a land of freedom, but in reality, life here is full of burdens, pressures, and struggles. Thai Life Insurance has always tapped into the heart of Thai life, empowering people to live without the weight of these burdens. This year, Thai life insurance teamed up with VML to launch a new belief: “Live life with no regrets.” Directed by the legendary Thanonchai from Phenomena, we produced a 4-minute film that captures this message at its core. I hope it’s worth your time, LinkedIn Peeps! #LiveLifeWithNoRegrets #EmotionalStorytelling #AdvertisingThatConnects #VMLThailand #PhenomenaFilms #MarketingStrategy #BrandBuilding #ThailandMarketing #CreativeCampaign

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How to outpitch big agencies: Finding the right creative talent is often a headache for big brands and agencies. But for a creative studio like ours, that's where opportunity knocks. In my latest podcast episode, I chat with Rob Middleton, former ECD at Astro in Malaysia, about just this topic. Check it out now at @Unfolding — Learn From Creative Legends. You don't need an agency to work with big brands. I've learned this firsthand winning 6-7 figure branding pitches against huge agencies. It’s simpler than you might think. Many creatives hesitate, believing it can't be that easy and never reach out to big players. Here’s how you can do it differently: Step 1: Leverage Your Network Networking is key. Utilize connections within the brands you aim to work with. If a direct introduction isn’t possible, always reference your mutual connection when reaching out. Step 2: Craft a Tailored Message Keep it brief and precise. Introduce who you are, what you offer, and what sets you apart. Tip: A quick Loom video can make your pitch stand out, giving it a personal touch that emails and showreels can't match. Step 3: Initiate a Conversation Instead of sending your portfolio right away, ask if they’d like to see your work. This approach ensures you engage in a real conversation and gauge their interest directly. Step 4: Follow Up Respectfully Persistence pays off. If you haven't heard back in a few weeks, a polite follow-up shows your commitment. Remember, most replies come after multiple follow-ups. Nothing complex, just the basics—done right. Remember, winning big projects is about building trust through personal connections. #businessofdesign #creativebusiness #Pitching #outreach 

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Found this photo on my phone. It was the work laptop shipped from Tokyo to Singapore - today marks three years since I started working at VML & Ogilvy Japan amid the pandemic. There were three goals that I based the change on: 1. I wanted to see if I could achieve something in a different context within the team and practice setting. 2. I wanted to (re)experience the feelings of facing unknowns that couldn't be cultivated in a familiar environment. 3. I wanted to move to a city that I had always been in love with and discover new dimensions as my perspective shifted from that of a visitor to a resident. These have progressed well. As I write this, I now have a team I didn't have back then, consisting of talented individuals - the thinker/maker hybrids. We have been working on some of the most interesting projects that we are proud of, and we are still growing. 😎 I've had some sleepless nights and a few emotional roller coaster rides, not desirable but expected. It's just how I respond when challenged with new scenarios. Through them, I gained a better understanding of myself—knowing how far I should stretch, when I should make a decision, and where I should take a break (still practicing). 😴 I've developed some new routines as evidence of my "deep living" in Tokyo, including a list of favorite places to go for coffee, books, music, and walks. I stay indoors as much as before, but I cook much more than I used to, and I've relived through cold weather reminiscent of my formative years. ☃️ I’m thankful for how the journey has been. It would not have been possible without the support of others (thank you Gareth, for the conversations we had back in 2020 before all these), and it would not have been possible without me wanting to have a change in the first place. All the fun is in the process of trying to create a close-to-ideal state of being, however dynamic and ever-changing it is.

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