Dr Mumbo

‘Everyone still hates briefs’ – says comScore boss and IAB chair Joe Nguyen

Most days, Dr Mumbo is chained to his keyboard in Singapore bashing out stories for you dear readers.

Yesterday was one of those rare occasions when he ventured out for the afternoon to attend Unruly’s ‘Great Programmatic Debate’ at Tanjong Beach Club on Sentosa.

Amid the acronym-filled discussions around digital IDs, addressable channels and a celebration of programmatic’s 10th birthday one thing stood out to Dr M.

And that was Joe Nguyen’s hat.

Nguyen’s ‘F*ck briefs’ hat caused a stir

The Asia-Pacific senior vice-president of comScore, and chairman of the Interactive Advertising Bureau South East Asia + India, apparently created the cap to give out at Cannes a few years ago.

It was used as rallying cry for agencies and clients to collaborate more closely, in a piece of cheeky messaging back in 2014.

“I love the hat because the message really resonated with agencies and how they would like to work with brands,” said Nguyen, explaining his decision to persist with the apparel.

“I still wear it because it’s still damn relevant: Everyone hates briefs, but they are still ever present.”

Who could argue with the man?


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing