Creative Catch-Up: R/GA's Ed Cheong

In April this year, R/GA Singapore appointed Ed Cheong (pictured) as ECD. Cheong was previously ECD at iris Singapore where he spent seven years. Before iris, Cheong was creative director at DDB for three and a half years and spent three years as creative group head at JWT, now known as Wunderman Thompson). He also previously worked at TBWA\Singapore and RAPP.

Upon the commencement of his role, he told MARKETING-INTERACTIVE that he looks forward to finally collaborating with the team and R/GA to work on "next-level" execution that he feels the agency is capable of.  He also added that rather than upcoming marketing and advertising trends, he is more excited about culture. Cheong called it "the stuff that real people outside the bubble actually care about".

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

Cheong: I’m the executive creative director of R/GA. Our purpose is to be change-makers for the brave new world. My role is to help walk that talk. Every single day.

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

Cheong: I worked in Borders back when it was the coolest spot in town. A divine encounter with a career guidebook while on shelving duty showed me that copywriting was an actual livelihood. With the audacity of a fool, I bought an idiot’s guide to being a writer, learnt the hard way that it was full of shit, and somehow still hustled my way into a first gig with a local joint. But it’s at the old JWT back at Maxwell Road, where I was really put through my paces. Great bunch of folks to conceptualise or screech in KTV with. Apologies in advance to the legends in the incriminating photo.

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

Cheong: It was nothing like what award annuals advertised.

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

Cheong: It’s the worst time for a brand because people are well vaccinated against bullshit. It’s also the best time to be a creative.

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

Cheong: When people see you as just that, a creative. The cliché perception of a creative as just some whimsical artsy type can be way off the mark.

MARKETING-INTERACTIVE: Proudest moment in your career? 

Cheong: Being able to give my mom a better life.

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

Cheong: It’s less of a mistake but more of a career suicide move. My ECD from way back once showed me a direct mailer sent to him by a student who wanted a gig. It was a replica of a tube of Mentos candy, but with the labelling tweaked to fluff my ECD up with words such as "100% Fresh Ideas", etc. He seemed pretty happy with it until I said – “Cool, you did this yourself?”

MARKETING-INTERACTIVE: Mentor you look up to most?

Cheong: I don’t have an MVP when it comes to mentors. But I have to say that my former global CCO, Shaun Mcilrath, really inspired me with his humility and generous spirit. It was never about him and always about helping you.

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

Cheong: The beauty inside by Pereira & O’Dell. Ahead of its time. Fittingly won an Emmy.

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

Cheong: Anything that just goes through the motion of being one.

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

Cheong: Any brand that gets being safe is the most dangerous thing to do.

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

Cheong: Stop trying and do pretty much anything else. It’ll show up.

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

Cheong: Repeat to self - it’s just bloody advertising.

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

Cheong: An average ad is never short of references.

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

Cheong: Creative stuff that somehow pays the bills.

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

Cheong: Zookeeper.

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

Cheong: Nice try.