February 2009
Ogilvy & Mather Asia Pacific has given full creative direction to Eugene Cheong, appointing him its Creative President.
Cheong was the Regional Head of Copy before this, working closely with Tham Khai Meng, who recently became Worldwide Creative Director of the Ogilvy global network.
"I cannot think of a better person to helm our creative company in Asia Pacific. I have absolutely no doubt that Eugene will thrive in this new pivotal role. He is a creative's creative, people will want to follow him as they know that he has that innate talent to help them achieve super great things. He will continue to work closely with me to do transformational work for our biggest brands," says Tham.
A member of the Ogilvy Worldwide Creative Council, Cheong joined Ogilvy & Mather in 1981 and worked in the network's Singapore and London office for ten years.
In 1991, he left to work for Batey, and wrote ads for iconic Singapore Brands like Singapore Airlines, Raffles Hotel, Tiger Beer and Singapore Tourism Board.
Cheong became Creative Partner at the Ball Partnership in 1994. A year later, he was made the agency's Creative Director. In 1996, he returned to Ogilvy & Mather as Head of Copy in the Singapore office.
In his 27 years in advertising and with over 300 awards, Cheong has worked on the biggest brands in every product category: BMW, Guinness, American Express, Coca-Cola, Unilever, Kimberly-Clarke, Johnson & Johnson, Singtel, Microsoft, The Economist, to name but a few. He is also the man behind some of Singapore's best-loved advertising like ‘East Timor Tourism,’ ‘Hospice Council’ and the ‘God’ campaign.
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