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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
MAY/JUNE 2013 CAMPAIGNBRIEF CREATIVITY EAST MEETS WEST WITH GRAHAM FINK "I knew it would be very, very hard," Fink says of his relocation to the Far East. "I knew the language was the hardest in the world to learn, I knew very little of the amazing culture, I actually felt very ignorant; and when I looked at the work in China, the general standard was not as high as in the UK." After this initial reaction, there was only one course of action Fink could take: "I thought perfect - what a fantastic challenge." With an enviable body of award- winning work produced for leading global clients, a background as a respected filmmaker, owner of the innovative concept TheFinkTank and a judge at renowned advertising shows the world over, Fink can be forgiven for looking for the next big move in his career. "The magical word was China - it felt different, exciting, adventurous and scary," he says. "Ogilvy China wanted to raise the bar of creativity in its country and I thought this was an opportunity I couldn't turn Appointed chief creative officer to Ogilvy & Mather China in early 2011, Graham Fink arrived from London to Shanghai with a set mission to steer the agency into unchartered creative waters. Since arriving, he's flexed his regional muscle securing Ogilvy Asia's first Grand Prix at Cannes. Larissa Meikle caught up with Fink to discuss new market challenges and the best fit for Chinese clients and consumers.
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013