Creative Catch-Up: Cheil Singapore’s Mahesan M

Cheil Singapore’s ECD Mahesan M has over 20 years of experience working with corporate brands and government entities. Previously, he worked for RTG Consulting Group as general manager and led projects in the Chinese consumer market.

Throughout his journey in the adland, M has accumulated several interesting experiences. He would also consider being a beach footballer if he wasn't a creative. Find out more about M here.

MARKETING-INTERACTIVE: Tell us a little bit about your role.

M: Boss. Friend. Mediator. Asshole (hopefully not too often!). Writer. Shoulder to cry on. Drinking buddy. Employee (My boss may read this).

MARKETING-INTERACTIVE: How did you stumble into this industry?

M: Stumble is apt. I went for an interview to be a suit and walked out as a copywriter. (Thanks to the OG Singaporean CD, Looi Boon Beng.) Go figure.

MARKETING-INTERACTIVE: What was your first impression of the advertising industry?

M: People actually get paid to do this?!?

MARKETING-INTERACTIVE: Creatively, what do you feel has been the biggest shift?

M: Has there really been a shift? I am not so sure. Yes, the way we consume and use various mediums has changed. In fact, the medium itself has undergone a dramatic transformation. But given the current fragmented market/media landscape, more than ever, a core idea is what keeps a campaign on track. Not many brands do that and even fewer industry professionals seem to be able to resist the obsession with what’s new and shiny.

MARKETING-INTERACTIVE: What’s the most frustrating thing about being creative?

M: When everyone doesn’t let you be creative.

MARKETING-INTERACTIVE: Proudest moment in your career?

M: Knowing that you have built a team that will pull long shifts after long shifts to meet deadlines without complaints. Also, to know that a creative stayed two years longer than she planned to because she was learning so much.

MARKETING-INTERACTIVE: What is one career mistake you won’t forget?

M: Too many to recount.

MARKETING-INTERACTIVE: Mentor you look up to most?

M: Guess I learnt most by observing Looi Boon Beng. He was a Chinese-educated man who learnt how to write English copy and award-winning copy at that. He learnt art direction and did property ads that didn’t look like property ads. Most impressive of all, he had the temerity to stand up to Neil French and lived to gain his respect.

MARKETING-INTERACTIVE: What is your favourite piece of advertising?

M: A print ad that I saw when I first joined advertising. It was called "One in three women in America will be raped. Will it be your mother, sister or wife?” That’s when I realised advertising is about taking logic and making the leap to magic.

MARKETING-INTERACTIVE: What do you dislike most in an ad?

M: When it is clear that the client wrote the ad.

MARKETING-INTERACTIVE: What is your dream brand to work with?

M: That is a fallacy. To steal a famous quote, "There are no small brands, only small creatives."

MARKETING-INTERACTIVE: How do you get inspired when you aren’t?

M: Trust the process.

MARKETING-INTERACTIVE: What is your ritual/superstition before a big pitch?

M: A shot of whiskey (thank god for Zoom meetings!) and a short prayer (not a big fan, but hey, every bit helps) with the team.

MARKETING-INTERACTIVE: What makes the difference between an average ad and mind-blowing creativity?

M: Average ad – may have an idea. Good ad – has an idea. Mind-blowing ad – takes the idea to the most unimaginable conclusion.

MARKETING-INTERACTIVE: What does your mom think you do?

M: She is happy I even have a job.

MARKETING-INTERACTIVE: If you weren’t a creative, what would you be?

M: Beach footballer (you don’t have to get changed to get a beer.)

MARKETING-INTERACTIVE: What is your guilty pleasure that you’ve kept hidden from the industry?

M: There are very good reasons why I have kept it hidden. 

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