Creative force

PUBLISHED : Friday, 04 March, 2005, 12:00am
UPDATED : Friday, 04 March, 2005, 12:00am

Teamwork and language skills play a crucial role in advertising

Young Post: How did you become a creative director in advertising?

Tsang: I studied journalism and communication at university. I wanted to produce dramas at the beginning, so I joined TVB as an assistant director after I graduated.

But the job was boring. I only booked venues and clothes for the dramas. So I resigned and tried my hand at advertising.

I had good language skills so I started out as a copywriter. I was promoted and did some creative work before I became a creative director.

I had some very good colleagues and we earned big money for our company.

Three years ago, we decided to set up our own advertising firm, which has done really well. We have won a lot of local and international advertising and marketing awards.

YP: What are the commercials you have made?

T: Our most famous, or you may say controversial, commercials were the trendy ones for SUNDAY. One of them had a ghost in it.

Our recent work includes a series for KMB - for example, a grandmother telling her grandson that an elephant is not transported by bus to the zoo.

In a commercial for NEC computers, a boy who is surfing the internet comes out of a trumpet which a little girl is blowing.

YP: Have there been any complaints about your commercials?

T: Yes, but I don't really mind. People complaining is not a bad thing because it means that the commercials are getting attention. This is

the main purpose of an advertisement.

I think attractive advertisements can help our clients earn money.

YP: How do you come up with ideas for commercials?

T: Advertising is all about teamwork. We usually have two to four people brainstorming for ideas. We have long discussions before making a decision.

YP: What satisfaction do you get from producing advertisements?

T: It is the power to persuade people that I enjoy the most in my job.

It feels great to hear people talk about my commercials on the street. And I get a great sense of achievement when the commercials enhance the image of the products.

YP: What problems do you come across?

T: It is frustrating when clients object to our ideas because they are worried that advertisements that are too creative or surprising would cause harm.

Even though we truly believe that the ideas are great, our clients have the final say.

They may even completely change our original proposal.

YP: What are the qualities a good creative director should have?

T: In addition to creativity, they must have good language skills so they can convey their message clearly to the public.

They have to be able to work long hours and cope with the pressure of deadlines.

Name: Tsang Kam-ching | Occupation: Creative director in advertising | Age: 40