10 questions with Cheuk Chiang

CEO, Asia Pacific, PHD and 2012 ame awards judge

It should be quite an honour to win an AME Award because it is judged and viewed to be the best and most effective in the world by an international group of judges.Cheuk Chiang


1. What are your top three criteria when deciding if a campaign is successful?

Firstly, are the results significant and link back to the original challenge? The work has to be effective and deliver a return on investment. Surprisingly, you often see results that have no connection to the original objective of the campaign.

Secondly, is the campaign creative unique and compelling? Originality is important here and it must evoke an emotion, tell a story, and entertain.

Thirdly and most important to me, does the strategy have a true insight, a human truth that is leveraged to engage the consumer with the brand?

2.What are your favorite campaigns of all time?

Too many to choose from. Ones that spring to mind over the past few years are “The World’s Best Job” campaign. From one small job ad giving someone a chance to work on Hayman Island, the campaign soon turned into one of the world’s most talked about viral campaigns. A simple but really effective idea that sold a dream.

And T-Mobile’s “Life's For Sharing” campaign. Really entertaining content (the flashmob) that received over 25 million global impressions (the last time I looked) and helped T-Mobile stores enjoy record breaking footfalls and sales during a period of recession.

Also loved Obama’s 2008 social media campaign. It took McCain 9 months of fund raising to make $11M whilst Obama made $55M using social media in 29 days. Genius.

3. How has the definition of success for advertising campaigns changed over the years?

We’ve moved from metrics like brand awareness and CPM to metrics like CPC and CPA. The digital age has made campaign success far more measurable and measurements far more accurate.

4. Do you have any advice for next year’s entrants?

The judges have lots of entries to read. Make your story stand out.

5. What’s the biggest campaign challenge you’ve faced as a creative?

Understanding and engaging with a changing and complex consumer.

6. What, in your opinion, is the number-one mistake to avoid when creating an AME entry?

Always put in tangible results. You’d be surprised to see how many entries didn’t include results.

7. What can a small market entry do to compete with one from a large market?

It’s really important that they set the context. Most of the judges are not familiar with your market so you need to give your challenge, your consumer and your results some context.

At the end of the day, size doesn’t matter as long as the results are tangible and significant for your market.

8. Which aspect of the AME Awards made you interested in judging?

Seeing world class work that works. The marketing effectiveness angle really got me.

9. How do you feel regional judging and maintaining an international jury affect the outcome of a competition?

In a big way. Judges from around the world bring different experiences, different outlooks and different expectation and standards.

International juries are far more difficult to please because expectations are high and you have language barriers to contend with.

10. What do you consider the value of an AME Award to a winner?

It should be quite an honour to win and AME Award because it is judged and viewed to be the best and most effective in the world by an international group of judges.

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