Ogilvy & Mather

Wallpaper - - Singapore Revealed -

The Sin­ga­pore-born, New York-based Tham is co-chair­man and world­wide chief cre­ative of­fi­cer of ad­ver­tis­ing gi­ant Ogilvy & Mather. He has long cham­pi­oned ‘per­va­sive cre­ativ­ity’, in which ev­ery Ogilvy staffer, re­gard­less of rank, has a re­spon­si­bil­ity to be cre­ative. De­spite early scep­ti­cism, the idea has paid div­i­dends, with the firm reg­u­larly sweep­ing global ad­ver­tis­ing awards. What’s your take on the busi­ness of de­sign? We all know how eas­ily ideas are stran­gled at birth. The more orig­i­nal the idea, the stranger it ap­pears and the more hos­til­ity there will be to greet it. It needs de­fend­ing fe­ro­ciously. Great de­sign can­not ex­ist with­out any­one fight­ing for it. Sin­ga­pore was des­ig­nated Unesco Cre­ative City of De­sign in 2015. How should Sin­ga­pore’s cre­ative in­dus­try live up to that des­ig­na­tion? It needs to take on big­ger and bolder chal­lenges, use de­sign as a tool to solve busi­ness prob­lems, and trans­form Sin­ga­pore into a sus­tain­able trop­i­cal city. How do you scale ur­ban farm­ing, use more al­ter­na­tive en­ergy, rely less on fos­sil fuel, cut down on cars and use more bi­cy­cles? Sin­ga­pore has the funds, the am­bi­tion and the ap­petite to an­swer these ques­tions. What’s the best de­sign you’ve seen in Sin­ga­pore? For me, it’s the clas­sic shop­house with a shop on the ground floor and res­i­dences above. It is an amal­ga­ma­tion of clever, ef­fi­cient de­sign, and it makes ter­rific busi­ness sense. ogilvy.com


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