Chris Kyme: Postcard from Hong Kong
Chris Kyme continues his “Postcards from…” series and this time his topic is the importance of reinventing yourself…
Just recently, some earth shattering news swept across the local Hong Kong industry (and across Asia I’m sure) like a number 8 signal typhoon that creative veteran and Hong Kong advertising icon Spencer Wong was leaving Marks & Spencer…sorry, McCann & Spencer…the agency where he had his name on the door and had been its major driving force in recent years.
A revelation which was met with the same level of astonishment as Sir Alex Ferguson stepping down at Manchester United or Arsene Wenger at Arsenal.
But there it was. For someone who has been such an influence on the local industry in recent years (I’d actually considered changing the name of our agency to Kymechow & Chris until my missus pointed out that my name was already on the door, along with hers..) to abscond just goes to show that anything is possible in our world. Rumours then abounded as to what it was exactly the man was up to next (retirement not being an option for sure).
Some said he was applying for the post of Chief Executive (Hong Kong & Spencer), others speculated that he was about to take over from Jose Mourhino (Manchester United & Spencer) while he himself hinted to me that it was “Back to basics”.
Now I’m a great believer in reinventing yourself in this industry, when the going gets too comfortable, or you’re bored, or both. There’s nothing like going back to the drawing board to fire up your creative juices once more, it’s why many people go off and start an agency. You can get too comfortable. Too complacent. And eventually, irrelevant. I’ve always left a job I had before the time came when the job decided to leave me. Stay one step ahead of the game. Think ahead. All that stuff. It takes balls and it takes self-belief.
And then the man resurfaced, as the new head honcho at the helm of the newly re-opened M&C Saatchi office in Hong Kong, which will be called M&C Saatchi Spencer, and where Spencer (pictured left) is officially CEO/Chief Creative Engineer. So that’s a double whammy of news, because the same agency closed its doors here not so long ago.
Well last week Spencer hosted a relaunch party at the new office. I was invited and was intending to go but work, alas, got in the way on the day. However, I did drop by to see him a few days later to get the lowdown on what it was all about.
The last time I had been in to see someone (a friend) at M&C Saatchi in Hong Kong I had terrified the receptionist by announcing myself as Charles Saatchi in my most uppity British voice, which did proceed to get me ushered in quicker than you could say Nigella Lawson, and I apologised afterwards.
This time around though there was to be no such illusion, as this is an office in its infancy and as such, no receptionist to mislead. Just lots of flowers everywhere from well-wishers, and a jolly nice little premises it is too I must say. All the markings of a creative shop. Leather sofas..pinball machine..wacky gear that screams ‘instant creative agency’. So I had a nice 10 minute chat with young Spencer who still has the same cherubic features as when I interviewed him as a hotshot copywriter many eons ago (oh yes, we go back..as does just about anyone and their grandmother here with me).
Clearly he’s happy. Happier than I’ve seen him in ages. And rightly so. What an exciting new venture. But, seeing as he was top of the heap at where he’d just left, why? “I just wanted to get back to a smaller environment, where there’s more of a family feel” he confessed. “I like the fact it’s not so big, and my idea is to establish a sort of creative village. Inviting talents to work with us on and off. Come and go. Who cares? But build a great creative environment.”
I can relate to all of that. Certainly he has nothing to prove. If anyone can say “Been there done that” Spencer certainly can. From creative director to film director (he was pretty good at that too, I can say from the experience of him shooting one job for me) back to CD to eventually God of the Universe or whatever his title was at McCann with squillions of awards in the process. Also, he clearly still has a passion for Hong Kong. “Hong Kong is still a very special market with lots to offer. It has a unique place within China. We are at the crossroads, given our unique creative heritage, and we can and should stand for creative quality. I very much want to focus on that.”
Finally, he was drawn to the M&C Saatchi creative heritage and culture. “When I went to see them in London, you see the same guys who have been creating great work for years. No grandness. Just getting on with the work they love. It was refreshing.”
I’m sure he will do well and I have to say, best of luck. It’s an exciting new venture and ultimately, good for the Hong Kong market. It’ll shake things up a bit. We need more of it.
Chris Kyme is Co-founder and Creative Director at Kymechow, Hong Kong
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3 Comments
Looks like he got out at the right time. Or did his departure impact the CX decision?
For those who believe in auspicious moments, I shall point to Spencer tripping over on the carpet at the launch event for McCann & Spencer. Ouch.
By the way, a lot of BS in his rationale for leaving. Such a humble guy wanting to get back to basics. Oh yeah, but make sure my name is on the door.
The more interesting story here though is what this means for M&C, an agency that has opened and closed its doors across Asian markets with unsurprising regularity (usually coinciding with losing an anchor client). Will this time be any different?
Chris,
The Hong Kong industry looks depressed and underperforming.I’m not sure this will change with this new start up. M&C are hardly a creative operation. Don’t think they have ever won a creative award in Asia. There needs to be better work from HK. Only Ogilvy and Cheil seem to have any creative desire, but their works smack of proactive opportunities.
Has there ever been a great campaign out of Hong Kong?
@interested
HK rocks with tactical campaigns for supermarkets and soy milk.
Plus flashy and generic ads for property developments.
It’s a volume game.
The odd decent campaign filters through all this crap. But it’s rare.I can’t think of anything memorable top of mind. Take a look at kam fan winners. Scam and more scam. And not even good scam. Wouldn’t even make the shortlist at Scammes, sorry Cannes 😉