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Red hot black sheep

John Hadfield, CEO of ad agency BBH Singapore, talks about pushing the boundaries and selling 'the worst parents in the world'.

Annabeth Leow
Published Fri, Feb 1, 2019 · 09:50 PM
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MARKETING guru John Hadfield thinks that last year's Hollywood flick Crazy Rich Asians, set in Singapore, was the Republic's best ad ever.

True - grabbing eyeballs has become a challenge for the industry in an age of digital distraction, says Mr Hadfield, 50, who is chief executive of creative agency Bartle Bogle Hegarty (BBH)'s Singapore office.

But a global rise in digital culture and savvy, wired audiences has also kept creative juices flowing, he adds.

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