Valerie Madon, Chief Creative Officer at APAC, tells us about the recent work that’s stunned her, if the spirit of Southeast Asia be defined, and shares her must-see top spots.

L[A] What was the last work that you saw that stunned you?

Valerie Madon: The Last Barf Bag for Dramamine by FCB Chicago. It’s inspiring to see entertaining work done for a ‘serious’ category like Health & Wellness. The idea was so unexpected, yet delightfully surprising, for a brief to establish brand superiority in nausea control.

L[A] With wide-ranging experience in the Southeast Asian hub, what would you say are the specific creative qualities of that region which make it unique?

VM The diverse and colorful cultures that spark interesting storytelling (like Thailand’s Sammakorn Not Sanpakorn) and craft for the world to enjoy, but also meaningful solutions carefully curated for unique problems that only exist in a specific country. For example, the work by our Indian office – Dabba Savings Account – that got shortlisted for the Glass Lion at Cannes this year.

L[A] What are some key moments and memories you have from your career that you could share with us?

VM Creating and launching The Guardian Angel for Aware, a wearable technology to keep women safe, which got featured on The Queen Latifah Show and we subsequently received orders for it from all around the world.

An extremely successful year at Cannes, in 2023, when we won multiple trophies including the Health & Wellness Grand Prix for The Killer Pack with my team in India. The highlight wasn’t so much about collecting trophies, but more about the sense of fulfilment and validation for the team’s effort and working with an exceptionally hungry team who stops at nothing to make great work happen. Teamwork with rare talents is the most satisfying feeling.

L[A] As a judge at all major creative award shows, what is the main quality that you are looking for in new work?

VM Something that catches me by surprise creatively and has meaningful real-world impact, like the recent work by our London office for Microsoft called The Everyday Tactician. It’s a great reminder that creativity can cross boundaries and there are many more ideas waiting in corners of our world for us to uncover.

L[A] At one point, you moved away from creative advertising to become director of Meta’s Creative Shop for SEA and emerging markets. What enticed you back to agency work?

VM I realize my greatest joy comes from making work happen. Seeing a project through from start to finish and creating something I’ve not done before is what gives me job satisfaction. Regardless of the stress and pain, the end product makes all of that worthwhile and gives me a sense of purpose.

L[A] The word “innovative” is often used (or overused) in the advertising community. What does that word mean to you and how would you define innovation?

VM One thing for sure is that it doesn’t always have to involve technology. It can be an ingenious way of using existing material and human skills, such as our Indian project called Fit My Feet that recently won a Gold Lion at Cannes.

Favorite work for McCann

Xbox

Agency: McCann, London. Meaningful creativity that changes the game.

The First Edible Mascot

Client: Pop-Tarts, Agency: Weber Shandwick. Creativity that challenges the status-quo.

L[A] You have talked before about how the metaverse can act as a new canvas for people to explore and experiment with. Can you elaborate on the strengths that the metaverse can potentially offer as opposed to traditional media?

VM The metaverse has many definitions. VR, AR, gaming and mixed realities are all part of it. One key dimension that the metaverse has over traditional media is the power to transport you from your current position. It can put you into a mixed reality space with other imaginary elements or connect you with people and your connections in various ways. The ability to transport you beyond your current position opens new avenues of creativity, like the Wendy’s Fortnite campaign.

L[A] How do you balance the needs and expectations of a client with your own creative vision?

VM What we do must be led by what serves our clients’ needs best. Their objectives drive our creativity, but that also means we must leverage our gift to provide a solution that is the least expected and helps to create exponential effectiveness. The value of creativity is to generate earned media, beyond making paid media effective. Without creativity, none of the above will be achieved.

L[A] You have talked before about the necessity and benefit of diversity in advertising. How do you incorporate diverse perspectives and backgrounds into your creative work?

VM As we recognize that creativity tailor-made for markets is more effective than one-size-fits-all ideas, we also must operate using the same principles. Having diverse team members is critical for tapping into their experience and knowledge of their cultures because no one can understand a culture better than its locals. Hence today, I always strive to get creatives from key markets as part of my team for any brief. That can only happen with agencies that have a strong network and established partnerships with their international offices.

L[A] Where do you go when you need to get into a creative headspace?

VM Anywhere outside of the office because inspiration exists in life. Thinking out-of-the-box is thinking out-of-the-office for me. Even the home is not conducive because we have a pre-set mind state and I find myself wired differently. Instead, going somewhere unusual takes me out of my comfort zone and being displaced unchains me from my typical mindset.

L[A] As an observer of developing technology, what regulations (if any) should be put in place with AI?

VM Currently, we use it for internal purposes and conceptual presentations. We have a global team in McCann Worldgroup that advises us on the usage of AI and we follow their advice closely. Only certain tools are allowed after strict assessment by our global team.

L[A] What’s an unpopular opinion that you have?

VM Senior or ‘gray-haired’ creatives are under-rated and under-valued in our industry. We are probably the only business in the creative and craft industry that silently penalizes people with experience. Compare us with the fashion or music industry where older professionals are idolized instead of being questioned for their relevance. Young musicians today would pay homage to musicians like Bob Dylan whereas our ‘older’ creatives are perceived as too traditional and their experience, which they have honed for years in craft, such as copywriting and art direction, is dismissed.

L[A] Is there a trend or habit that you would like to see the end of in the next five years?

VM Over-emphasis of scaled work that devalues bespoke creativity, which is the core of what creative agencies stand for and what differentiates one brand from another.

L[A] What are the top three qualities that you admire in others?

VM Calmness to articulate thoughts clearly in stressful situations. Fearlessness to procrastinate less. Arrogance that’s just enough to help me stay on course with my vision.

L[A] What is your favorite ritual?

VM Walking my dog at 5am, when I can be completely in the moment with him.

L[A] You have had a love of fine art from a young age. Is there a piece of art that has had a large impact on you that you can recommend?

VM Not sure why, but it would have to be The Birth of Venus by Botticelli. Guess it’s my feminine side connecting with the image and there’s something very spiritual about the painting. It’s probably why I prefer creativity that has a touch of magic and surrealism but is still solving a client’s problem, like Fearless Girl.

L[A] Has your definition of success changed over time?

VM Yes. I started out as a digital-native creative coming from pure-play digital agencies building websites and apps, etc. My satisfaction then was creating usable and effective solutions that were often very logical and lacking in magic and artistry. Today, I strive to reach the heart first, more than the mind, because I believe most of us buy with our hearts first and then use our minds to justify it. Not the other way around.

L[A] Finally, as well as creative advertising and painting, you have also ventured into artisan ice cream, with your own business (Licktionary). Are there any comparable qualities that your two seemingly unrelated jobs have?

VM Absolutely and, in fact, it probably takes creativity a step further because now the experience doesn’t stop at just satisfying the eyes and mind, it has to ultimately satisfy our taste buds. Creating Licktionary was creating a brand of my own, so everything I knew about advertising went into the process. From coming up with the concept of ice-cream flavors based on words to the name, logo design, store design and eventually marketing, I worked on it with my husband, Farrokh Madon, who is also in our industry. Launching and running Licktionary placed us in the shoes of our clients and the responsibilities they have to handle beyond communication. We were fully responsible for the whole experience including product safety for our customers. Unfortunately, due to COVID we had to wind the business down but running it for 3 years was a priceless experience and learning journey.

Valerie Madon is Chief Creative Officer at APAC, McCann Worldgroup.