Articles by Jay
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Selling an "experience"? Easier said than done
Selling an "experience"? Easier said than done
By Jay Soo
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Moving Bits is featured on Marketing Interactive!
Moving Bits is featured on Marketing Interactive!
By Jay Soo
Contributions
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What are the key factors for effective leadership in Advertising?
Passion and enthusiasm are infectious. Demonstrate it to your team authentically and regularly (make it a way of life in your agency), they will pick up on it and ride the wave with you. And your client will feel it, too. I cannot tell you how often I've been told: "Jay, your idea isn't the most cost-effective or the most innovative, but your sheer passion and enthusiasm tell me that you will hit our objective" by CEOs in boardrooms. And so we get awarded the job. Always look for that kernel of excitement in a brief, no matter how mundane the product or service might appear on the surface. If you look at it hard enough, I promise you'll find something in it that excites you.
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What are the key factors for effective leadership in Advertising?
When you play in a band, and even with a score, every musician listens to the others while playing their own part. And the musician responds to what he is hearing instantaneously, in real-time. That is how a leader can handle communication and feedback. And if that communication you receive is in tune with what you have in mind big-picture-wise, or not, you still need to look it over. Because there is nothing more powerful than the minds of "talented" people working on a big idea. Presuming, of course, that the people you've chosen for your "band" are truly talented. And if the answer to that is "yes!" then you look forward to it because their thinking could spark yours and take you off on a whole different tangent.
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What are the key factors for effective leadership in Advertising?
I like to view my role as the leader of a band. Or a conductor if you like. Everyone you've chosen for your team is an "expert" at something. But you, as the leader, have the score. You see the big picture. Your job is to bring out the best from your assembled team so that the work you create hits all the right notes (pun intended). Everybody talks a good game when it comes to collaboration and empowerment. How will you know if you've hit the sweet spot? Like a great band or orchestra in full flight, you will know. You will feel it. And it is powerful.
Licenses & Certifications
Publications
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Guts and Gumption
Marketing Interactive
Honoured to be a cover feature on Marketing Interactive's May 2018 issue.
Honors & Awards
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Agency of the Year Awards
Marketing Magazine
Gold - Production Agency of the Year
Local Hero - Production Agency of the Year -
Far East Organization: In Essence (tvc)
Communicator Awards
1. GOLD Award of Excellence The Communicator Awards Commercials - Real Estate
2. SILVER Award of Distinction The Communicator Awards Commercials - Videography/Cinematography
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Far East Organization: Skyline (tvc)
Communicator Awards
SILVER Award of Distinction The Communicator Awards Commercials - Real Estate
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Resorts World Sentosa: GO and GO+
New York Festivals / Telly Awards / Communicator Awards
1. FINALIST New York Festivals 2013 Film and Video - Craft:Films/Productions – Soundtrack/Audio Mix
2. GOLD Award of Excellence The Communicator Awards Film/Video – Entertainment
3. BRONZE TellyAwards GO+ - Internet/Online Commercial - Entertainment/Amusement
4. BRONZE TellyAwards GO+ - Internet/Online Commercial - Travel/Tourism
5. BRONZE TellyAwards GO+ - Internet/Online Commercial - Use of Animation -
Resorts World Sentosa: Incanto – A Magical Spectacular
New York Festivals
1. BRONZE New York Festivals 2013 Television - Craft:Promotion/Open & ID – Soundtrack/Audiomix:Promotion/Open & ID
2. FINALIST New York Festivals 2013 Television - Craft:Promotion/Open & ID – Direction:Promotion/Open & ID
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Smithsonian Channel: Chilean Mine Rescue
New York Festivals / CINE
1. SILVER medal New York Festivals 2012
2. CINE Golden Eagle 2011 -
Ex-Patrick (sitcom)
New York Festivals
FINALIST for ENTERTAINMENT TRAILERS/PROMOS at the New York Festivals
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