Check out latest interview with our very own Dirk in creativesocialblog.com
An interview with Dirk Eschenbacher
How long have you been in Asia and what are you doing now?
10 years in Asia, almost 11. Came via Thailand to China. I am with
Tribal DDB and I look over the creative product of the 18 offices in
Asia. Yes, I travel a lot.
What do you see as the biggest difference between Asia and where you are originally from?
I am from Munich and the beer is better there. In Asia basically
everything is different from home, which is great. Lots of growth and
change here, many surprises make life a bit unpredictable. I like that.
I love to explore new cultures and in Asia there are a lot. So many
things to see and do.
What inspires you the most in Asia?
The "yes we can do this" attitude of the people. The deep connection
between religion and every day life, whereby religion is not
indoctrinated but more a way of life
Is there any comms work in the digital space that you have really admired?
Most of us in Asia look at Japan for leading the digital advertising
wave through Asia. In Japan you have fantastic creatives, both
conceptually and in execution, where the rest of Asia cant cope with. I
admire work from Yugop, Bascule, Dentsu, IMGSRC, GT, Projector and all
the other crazy guys from Tokyo.
What is the advertising landscape like in China?
China is gigantic, yet very unsophisticated. We have 270mio internet
users, 230 of which are on broadband. They want to be entertained, they
download MP3, they play online games, they watch the latest episodes of
LOST on video sharing sites. Technology is part of everyday life, much
more than elsewhere I'd like to say. This gigantic number though is not
all well educated and sophisticated consumers, many times you really
have to break down your message to the lowest common denominator.
China is very wide spread, from 1st to 3rd tier cities mentality,
language and also cultural background vary widely. What works in
Beijing might not work in Wuhan and if you want to reach the 1 billion
people without internet access then you still have to do some serious
TV ads.
In terms of agencies we have all big networks here, most of them
have two to three offices in China. The centers are clearly Beijing and
Shanghai. There are not many creative or boutique agencies here.
Chinese consumers are not yet hard to get to or influenced as that it
would take extremely creative ideas. Clients know that and do not
really pay for creativity, yet. This will gradually change though.
There are a few very creative small studios around China. Lots of
young kids, incredibly talented and hungry set up their own thing and
do what they like to do. You will find a few of them amongst the
students we work with. They need to be told though that their
creativity needs a direction and that an agency could help them find a
way into commercial creativity.
What do you think the key developments are going to be in the market?
As consumer grow up, so will the clients and therefore the industry.
Technology will play a more and more important role, as it is rapidly
adopted into everyday life. The internet in Asia is slightly different
than it is in US or Europe. In China it is completely different than
anywhere else in the world.
What is the talent situation like in Asia? What are the key challenges in this area?
There are not that many senior creative talents in Asia and there wont
be for the next 2-3 years. This is an opportunity for anyone from
abroad who has a serious interest in Asia to be part of that small
community and make a real difference. There is not a real shortage of
junior talents especially design and art. There could be more
conceptual creatives and better writers. The divide between traditional
and digital creatives is fairly big. TV and print plays an important
role in Aisa and this wont change that fast.
Some of us are running a panel for Chinese Students as part
of One SHow? What do you think we can show them say to them to really
inspire them?
What they do is making a difference. Currently in China pop culture is
created online. The internet is the single most influential thing in
this society and growing up to be a master of digital communications
will make them very powerful in the future. They can shape society,
they can change the world, they have responsibility.
They should never stop to learn. And what they need to learn is
simplicity and the power of an idea. They get lost in execution or
unimportant side track rather than focusing on an idea and bringing the
idea to life.
What is your favourite place in Shanghai?
Though I am frequently in Shanghai, I am a true Beijinger. The old North-South-thing ...
In Shanghai I like the Bund with all its history and glory.
I like drinking a coffee in the little lanes winding through Taikang Lu.
I like strolling through the French concession
I like to eat dumplings or noodle soup on the road
I also like to eat great international food in Shanghai's many top restaurants
I like the architecture and the blade runner feel you get cruising on the elevated road
I like the clubs and endless nightlife
What is your favourite restaurant in Shanghai?
The one I always keep coming back to is "M on the Bund" for its stunning views.
If the Creative Directors who are here only have time to do
one thing while they are here (outside Creative Social), what would it
be?
Go walk about The Bund and feel the grandeur of the past, the Asia of the present and the world in the future
Then take a taxi to 210 Taikang Lu, near Sinan Lu, and stroll the creative area.
Then have a snack in Xintiandi
You can also dink a coffee in the Grand Hyatt on the other side of the
river. Do this on a clear day only. Coffee in the lobby on the 56th
floor, but do take an elevator up to the 89th floor for some
spectacular views.
How would you describe Shanghai (one word)
Hustling
P.S. Here you get some good ideas on how to find things in Shanghai
Shanghaiist
Urbanatomy
Time Out
