Creativity 50 2014: Scott McClelland
BBH Asia Pacific has been on a creative streak. There was its hilarious sendup of Apple marketing: a viral video for Ikea Singapore touting an old-fashioned paper catalog as though it was a tech innovation, with "eternal battery life" and "zero lag" for page-loading. Then came another hit Ikea spot, timed for Halloween and inspired by Stanley Kubrick's "The Shining," with a boy on a trike riding through a creepy deserted store. And there's been strong work for Nike and Chupa Chups, too.
It's teamwork, of course, and includes creatives who have come to Asia from as far away as Peru, but the leader keeping the agency's Singapore office on interesting terrain is Scott McClelland, the executive creative director.
Doing a lot of social media work keeps things lively, he said. "We have to do fun stuff that people want to share," he said. "That's a big influence for us, rather than the old days of, 'We're just going to shove things down people's throats.'"