ASIA-PACIFIC – SINGAPORE, NOVEMBER 23, 2010 – Jarek Ziebinski, president of Leo Burnett & Arc Asia Pacific announced the launch of an unconventional creative scheme, Internal Product Committee (IPC) for Leo Burnett Asia Pacific to foster closer creative sharing, educating and inspiring to set creative standards and drive creativity throughout the network.
The scheme has been beta tested successfully with all offices over the past ten months. It eliminates the conventional regional executive creative director role while assigning additional geographical responsibilities to selected creative leaders. Ziebinski, who will be personally involved with every IPC session, referred to the new system as ‘multi-headed regional creative director’: “Regional executive creative director spend huge amount of time on the plane and may be hard pressed for time to devote the same level of attention to every office. On the contrary, a ‘multi-headed regional creative director’ is more focused and has a lot more power and ability to deliver.”
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Andy DiLallo, ECD of Leo Burnett Sydney, Chris Chiu, Group ECD of Leo Burnett Singapore, Jason Williams, ECD of Leo Burnett Melbourne, Shapoor Batliwalla Regional CD of Leo Burnett Hong Kong, have been charged with additional geographical responsibilities for Japan, Southeast Asia (Singapore, Malaysia, Philippines and Indonesia), India and Korea respectively.
Modeled to mirror the Leo Burnett’s Global Product Committee (GPC), IPC is an annual event that takes place over a day that involves all agency employees of the receiving office. Local teams of the receiving office will present campaigns to Ziebinski and the visiting creative leader who will then score the work based on the HumanKind scale, a 10-point scale that gives the lowest score of 1 (Destructive) to 10 (Changes the world. A 7 is “An inspiring idea, beautifully crafted” or a HumanKind Act. All offices are expected to aim for a 7 plus creative output.
