Linda Locke
Chairperson of The 4As Creative Advisory Panel
Regional Executive Creative Director, Leo Burnett Asia-Pacific.

1. Creative is one of the key elements for successful Out-of-Home applications. What do you see as the strengths and what as the limitations of a creative execution?

The great strength of an outstanding idea and execution in Out-of-Home is that it has the power to literally stop you in your tracks. Potentially it can be larger than life. It can take over, use and dominate the environment that it's placed in.

Take for example a Gold Cannes winner last year – a poster for Aerial that looked like it was 2D. It showed what looked like an ink stain on a white shirt. As you drove past you realized it was 3D and a trick of the eye – the ink stain was actually a separate poster in front of the shirt revealing a stain free shirt behind it, thus selling the cleaning power of the detergent. You would not be able to drive past the poster and ignore it.

The limitations would be the cost and therefore the ability to replicate it in a number of locations so as to reach greater numbers. It relies on creating buzz to generate interest and column inches to reach more people.

2. The 4As have formed a Creative Advisory Panel and appointed you as the Chairperson with a group of senior creative directors to assist you. What is the aim of the panel?

The main agenda for the Creative Advisory Panel is to ensure consistency in our award shows and to develop a high standard of creativity in the industry. In addition, we are charged with making sure the award shows reflect the changes in the industry so as to stay relevant and meaningful. The panel is also assisting the 4As in developing relevant training, creative seminars and workshops to develop the creative prowess of the industry in Singapore.

3. Has the Creative Advisory Panel set any specific practices and controls so that ‘creative' remains strong, innovative and most effective in the Out-of-Home industry?

No, the Creative Advisory Panel has not set any specific practices and controls specific to the Out-of-Home industry, rather it is implicit in all the training and development programs that the 4As is involved in.

4. The Singapore Creative Circle Awards 2006 is a highly regarded and well-established event in the industry. What characteristics are essential for a creative to have in order to enjoy a successful entry?

The creative work that wins at the CCA has to have a world class idea because the judges are all world class mega award winners. That's how high a standard the CCA aims for. The ideas have to be fresh, engaging, intelligent and memorable. They then have to be crafted to perfection. These days crafting can make or break an idea.

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