Saatchi & Saatchi China attacks ad industry’s negative elements with Monsters Attack event
Seeking new ideas and breakthroughs, going wild and becoming monsters was all part of Saatchi & Saatchi China’s attack on negative elements holding back the ad industry at its Monsters Attack event.
Monsters were created for an app and online to represent skills, such as ‘Massive’ (Chris Foster, Saatchi & Saatchi APAC CEO); ‘Rainmaker’ (Michael Lee, Saatchi & Saatchi Greater China CEO); and ‘Connector’ (Ben Roberts, Saatchi & Saatchi global talent director).
Having been announced in February, the scheme pledges to reform the industry and redefine what advertising practitioners do in three years’ time with a series of revolutions in creative, talent management and business development.
Saatchi & Saatchi’s Greater China CEO Michael Lee explained: “The idea behind Monsters Attack came from the need for advertising professionals to highlight their individuality and embrace the reality that it is only through seeking new ideas, embracing change, making breakthroughs, having the courage to take risks and going wild—becoming ‘monsters’—that we can attack the different elements holding back our industry.”
The app already includes 20 monsters and invites advertising professionals to create their own monster avatar and compete with their peers.
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