Spikes judge Tham Khai Meng: ‘we are highly vigilant of scam’

Ogilvy's Tham Khai Meng

Ogilvy’s Tham Khai Meng

One of the top judges at Spikes Asia has said that he will be giving global brands more points than unknown brands during the judging process – because it is harder for agencies to do good work on bigger brands.

Talking to Mumbrella about the print category, which is notorious for scam ads, Tham Khai Meng, chairman of the film, outdoor, print, radio and integrated categories, said: “These days, we try and award ‘degree of difficulty’ to big global brands, at least that’s what I try and implement.”

“Big brand work get more marks because they are extremely tough to manage and sell to,” said Tham, who is worldwide creative director of Ogilvy & Mather.

“Doing great work on smaller brands are easier, but they get knocked to the wayside, as they are harder to win these days.”

He added: “We are highly vigilant of scam ads, of course.”

Spikes Asia started today. Entries were down marginally this year, with a fall in support mostly from India and Thailand.


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