SINGAPORE – As the world continues to change drastically — thanks to the widespread impact of the COVID-19 pandemic — the creative industry is also settling into a new rhythm. adobo magazine has been checking in with some of the world’s best, award-winning leaders in the communications industry to find out how they are doing.
Today, we peek into the mind of Valerie Madon, chief creative officer of VMLY&R Asia, as she reflects on the pandemic, as a human being and as a creative: What has challenged her? What has surprised her?
“As the world mourns the lives lost and collapse of businesses, I can’t help but feel we all had this coming for how we’ve abused our ecosystem and taken the everyday for granted,” said Madon.
“The nature around us, contact with loved ones, the freedom to walk outside without fear and even our ‘metal rice bowl’ jobs, as the Chinese saying goes. Clearly everything is ‘breakable’ and sadly, it’s human nature to appreciate what we have only when it’s taken away from us or when it’s about to slip away,” Madon added.
As a painter, Madon’s love for creative expression put her on a path to the advertising world. She now has over 20 years of brand-building and creative work for major brands such a Hewlett-Packard, Procter & Gamble, Singapore Airlines, HSBC, Burger King, VISA, Singapore Tourism Board, Changi Airport, and many others.
She was awarded Singapore’s first Digital Creative Director of The Year award at the 2011 Advertising Hall of Fame, then again in 2012. She was also voted by IAS one of Singapore’s Most Influential CD from 2011 to 2018. Under her leadership, JWT Singapore picked up the Best Of Show award at Creative Circle Awards 2012.
Now months into the pandemic, she shared a photo of, what she described as a “painful hike” up to China’s Huang Shan:
“COVID-19 has made us realize how powerful nature is but like the simple man-made steps and bridges, we can find a way out of this tough period while learning to respect and appreciate what we have,” she said.
“While many factors are still out of our control – like the economy – we can at least give it our best shot with hard work and smarts. It’s a time to be resilient, to reflect, and get back to simplicity. Coincidentally, these are critical values of what makes a great creative great.”
Madon also shared VMLY&R Asia‘s recent campaign #RayaStyleLain for leading tech company vivo Malaysia, which highlights how technology can provide bittersweet relief in tough times:
VMLY&R Asia also produced a TikTok campaign #ChampiBeats for Indian hair-nourishment brand Parachute Advansed, which encouraged encouraged family members to perform a traditional head massage, or “champi,” for one another. It garnered 21 billion views in just a few weeks.
“The bigger reward is seeing how creativity can bring much-needed relief for people during dark times,” Madon said. “When COVID-19 caught us by surprise, we’ve shown our ability to move fast. To observe faster, learn faster, and be creative faster so that we can help brands connect emotionally and culturally through more meaningful experiences during this unprecedented time.”
Besides painting, advertising, and spending time with her family, Madon also shared that her other creative refuge is cooking, which inspired her to start her own artisan ice cream shop Licktionary with her husband, advertising veteran Farrokh Madon.
“Ultimately, the main source of joy that lights even the darkest moments for all creatives is still seeing the work come to life, and in tougher times, we are learning to make it happen in new ingenious ways. I believe these lessons will continue to be with us even when COVID-19 is a thing of the past.”
This article is part of a series by adobo magazine exploring “Creative Minds in Lockdown,” a look into how industry experts are coping with the COVID-19 pandemic and the implementation of community quarantine in select parts of the world.
