MAD STARS jury president Joji Jacob, regional CCO, co-founder & creative partner, BLKJ Havas: “If we want to create the best work for our clients, we have to be unreasonable.”

Joji has developed his creative expertise over 20 years with some of the biggest and best agencies in India and Singapore such as FCB, Ogilvy, JWT, BBDO and DDB. He became regional chief creative officer of Havas SEA + NA in February this year, retaining his leadership role as creative partner at BLKJ Havas Singapore, the agency that he co-founded in 2016. He is also a member of Havas’s Global Creative Council, and of chairing the APAC Creative Council. Under his leadership, that agency had built a notable portfolio of clients, including Great Eastern, Amazon, Ninjavan, Singapore Tourism Board, the Republic of Singapore Air Force, Economic Development Board, Reckitt Benckiser, IMDA, Hyundai, and MediaCorp.

Before co-founding BLK J, Joji was group executive creative director of DDB Singapore for nine years. Under his watch, the agency became one of the most awarded agencies at every important award show. DDB Group was also judged Agency of the Year at the Marketing Awards, at the Singapore Hall of Fame Awards and by Campaign Magazine. Joji himself was also named Singapore’s Most Influential Creative Director by the Institute of Advertising Singapore and South-East Asia’s Creative Person of the Year by Campaign two years in a row, and he headed up DDB’s Creative Council in Asia.

Joji’s experience covers many different cultures. MAD STARS asked him about the adaptations he has to make across his realm.

“I try to remember two things: One, we are all the same; we are driven by the same dreams and demons. Two, we are all different; each of us is shaped by the distinct culture we grew up in. So, I try and keep space for both these realities when dealing with my colleagues,” he answered.

Joji talked to MAD STARS about making work that wins awards, what he will be looking for in the MAD STARS jury room, launching his own agency and the work that makes him say, “I wish I’s done that”.

It’s the creative dream of many to launch their own agency. What made you do it? What challenges did you have to conquer and what helped BLKJ to be successful?

Joji Jacob: Starting BLKJ was one of the many fortunate events in my life. It so happened that the perfect conditions and people came into my life at the right time. We were four friends who decided that we had something unique to offer to clients and talent. What made us successful was our sole focus on the work. As a person who had only dealt with all things creative, the biggest challenge was wrapping my head around the financial aspects of running a business, and I’m still very much at sea when it comes to that.

You have led agencies to many award wins. What do you think are the most important “ingredients” for winning awards?

Joji Jacob: One word – Unreasonable. If we want to create the best work for our clients, we have to be unreasonable. Unreasonable with ourselves, our people, our clients. We have to be unwilling to settle for the easy.

What will you be looking for in both work and jurors as you oversee judging at MAD STARS?

Joji Jacob: I’ll be looking for work that brings to life strong insights with meticulous execution. People only absorb things that have both meaning and beauty.

What skills and talents have you relied on to become – and be – a successful creative leader?

Joji Jacob: I believe in the potential of everyone that I have the good fortune of working with. My job is to make that potential bloom by creating the right conditions.

What five pieces of work (outside MAD STARS 2024 eligibility period) make you say, “I wish I’d done that”?

Joji Jacob: These combine what I value most in any work – insight, intelligence, and exceptional craft.

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