Ben Knight | ECD, HAVAS CX Helia
Managed William at Ogilvy Action / Geometry Dubai

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things that he thinks will beat 'skip ad'

Common sense and bravery. Cultural tension and news value. Human. Impact.


things that he goes through on every brief

First, he works out the purpose, tension and strategy — the ‘why’. Then, he comes up with lots of simple, big ideas — the ‘what’. Then, he kills 99% of them — with a smile. Then, he thinks of the boldest, biggest or smallest execution possible to fit into the client’s budget — the ‘how’. Then, he chooses the right moment and channel — the ‘when’ and ‘where'. Then, he sells the campaign — going once, going twice, sold. Then, he manages everything and get his hands dirty until the campaign is 'out on the street' — pull favours, do some hand-modelling, record faux-Japanese VO, whatever it takes. Then, and only then, he feels that paycheck feels right.


so who's will?

Will started his advertising career in BBDO Singapore in 2006, as an intern. 

Since then he has created a stand-up comedy show, a pop song, a music video, a mockumentary, a 'headline news' coffee cup sleeve, a glowing-in-the-dark basketball court and a branded ESC key — and has been lucky enough to receive shiny paperweights from Cannes, D&AD, One Show, Clios, Effie, Dubai Lynx, Webby, YoungGuns and Spikes Asia.