Q&A James Chung, founder Lash Creative

- April 9, 2013 4 MIN READ

James Chung, the founder of Lash Creative is extremely direct. He doesn’t mince words and when he asks a question, you can see his brain ticking over with pluses and minuses, trying to discern the point. As he himself shrugs ‘I’m a bit of a skeptic’. But this is a good thing in a town where people will tell you what you want to hear rather than what you need to hear. We sat down and talked to him about being successful, keeping clients happy and voice recognition.

Pitch Lash Creative to us in 60 seconds
Lash Creative thrives on creating beautiful digital products and services that are unique and extraordinary.

But I think it’s more relevant for me not to tell you how great we are, I think its best said by one of our wonderful clients Hale Ozmen, marketing manager at multinational Shriro Commercial:

“We appointed Lash Creative to develop our iPad apps after they successfully won the initial pitch against two other agencies. They did a fantastic job and they won all our digital account for Everdure, Omega Altise and now Shriro Commercial as well. If you need a mobile site or app, websites with full social media integration, or other digital conceptual ideas they can take care of it all. Give them a shot for anything digital and they will exceed your expectations every time.”

What is the Lash Creative philosophy
We take the time to understand our clients’ business objectives and work with them closely to achieve those objectives.

We believe in a collaborative partnership with our clients, rather than a client-vendor relationship.

There is never any compromise on the quality of work we deliver. We are all about creating solid and quality outcomes. We test and test and test and test until the final outcome is perfect. After all, quality and service start at 100%.

Tell us about the Everdure Campaign
Everdure recently launched a new product called the eChurrasco. It’s the world’s first gas-lit charcoal BBQ that heats up the charcoal in 15 minutes rather than the conventional BBQ where it takes 45 minutes. To really emphasise this feature we created an online campaign: “Zero to hero in 15 minutes”. The integrated campaign consisted of an HTML5 microsite that included a competition, Facebook campaign and PR. Overall it was a simple campaign that was executed using various digital platforms. However, with good strategy and planning, together with a well thought through media plan and placements, we achieved an extremely good result with a limited budget.

We achieved over 20,000 Facebook ‘likes’ during the campaign period, 10,000 competition entries, 100,000 visits to the microsite, 45,000 interactions with the Facebook application and an average of 1:05 time spent interacting with the website.

In your opinion, what is your personal yardstick for measuring a successful campaign?
For us it’s very easy to measure the success of any campaign we do as we are in digital. Everything that we do can be measured with the use of analytics. But putting all the numbers and stats aside, if a campaign is able to generate a lot of interaction and conversation, then I think it’s a successful campaign from my personal point of view. The fact that it generated conversation meant that the audience had a chance to interact with the brand.

You manage quite a few accounts for large companies, what is the secret to keeping them happy?
I take the time to understand their business and objectives, and work collaboratively with them to help them overcome their digital marketing challenges. I don’t use complicated marketing jargon to present solutions, but rather ensure that we all speak a common ‘language’ to present them with the solutions that will drive business impact and achieve their objectives.

I tend to draw up a lot of diagrams, flowcharts, wireframes and sketches to help the client understand what we are trying to achieve. I haven’t met a single client who wasn’t happy about the fact that we are trying to explain the whole project in micro details and spend more time in doing so compared to other agencies. Not only does this help them fully understand the strategy and plans, this also helps them to become digital gurus themselves. This is awesome for us as when we see them next, I no longer need to bring my diagrams as I just need to explain things to them simply and they will get it straightaway. Also by doing this, the time management from both ends becomes so much more productive and efficient resulting in a happy client and happy account managers as there isn’t a big need for much back and forth in trying to ensure that there isn’t any miscommunication.

But having said this, it’s all about the relationship. It’s best if you can form a personal relationship with your clients, rather than having just a “client and vendor” relationship.

Tell me about a time that a campaign didn’t go so well
We created a small campaign with one of our movie distributor clients. They didn’t want to spend too much money on media when we were explaining how it’s crucial to invest in media spend as relying on purely the viral effect is just too risky. Unfortunately the client decided not to go with our recommendation which resulted in poor campaign results.

What do you think are some of the trends that we will see in the creative space in 2013?
Gamification will become an essential part of many digital campaigns. Yes, there will be quite a few brands who may mis-use its context simply for the sake of including gamification. However, it will become a bigger and bigger part of any online strategy.

Every time I have a ‘creative beer session’ with colleagues from the digital industry, we talk about voice recognition. Voice recognition will become much bigger as well. We have seen a lot of movement sensors but not as many digital campaigns integrating voice recognition.  I am a strong believer that speech is easier than movement so it will only get bigger in the digital integration in the future…… but having said this, maybe not in 2013.