Stories & Sips: Inspiring Conversations with Wavemaker

​From a creative agency to a media agency - George joins Wavemaker after his eight year long stint with Ogilvy.

Q> What motivated you to move from a creative agency to a media agency?

George> I was never a traditional creative guy. Even at Ogilvy I was always looking beyond TV and print. Creativity is in the DNA of Wavemaker and I really believe that it has the ability to deliver unique solutions that most creative agencies will struggle to offer. So, even though there were many questions when I moved from a creative agency to a media agency, for me it was a natural progression.

Q> In your experience so far, what is the biggest difference between working at a creative agency and a media agency?

George> While creative agencies are driven by the power of creativity, media agencies are driven by the business of creativity. At Wavemaker, I am surrounded by people who are not only media experts but who have a very good understanding of creative. They have made sure that even if there are differences, I don’t really feel it.

Q> How do you stay creative and come up with new ideas?

George> I don’t think I make a conscious effort to stay creative or anything like that. We live in an environment of heightened creativity. Everywhere you look people are trying to be creative - from social media to movies, music, technology, product design, architecture and even manufacturing. I just soak in this fantastic environment and completely absorb the wonderful creativity that surrounds my world.

Q> How do you see the intersection of data, content and creativity in the advertising industry?

George> I believe we have gone past the intersection. Today data, technology and content are driving all forms of advertising, especially in Wavemaker.

Q> One advice for younger professionals looking to make a career in the media industry?

George> The kids of today understand media far better than we did in our younger days. I would advise them to spend their time to discover what they are good at and then focus on becoming excellent at it. There is no room for mediocrity these days.

Q> What's something you've learnt on the job that has helped you in your personal life?

George> In the 3 decades of working I learnt that you must enjoy what you do, and then do it with focus and dedication. These are qualities that I picked up on the job and try to apply in my personal life.