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The trend towards bespoke, artisan services extends to how clients appoint their ad agencies.
This morning, I had an 'artisanal' cup of 'fair-traded', 'small batch' coffee, brewed at a 'bespoke' coffee 'atelier', just blocks from our office here in Singapore (what the hell is a bespoke coffee atelier?) Half-way through my cup of skinny cappuccino, it got me thinking about what we do as creative professionals that represents the Asian creative community to the rest of the world.
The worldwide trend towards all things artisanal, fair-traded, small batch and bespoke has seen its influence unknowingly expand towards us here in Asia. We may not call it all those things here, but a recognition and heightened sensitivity towards our particular ingenuity and general collaborative spirit has been growing among a new generation of clients who are, first and foremost, Asian in their approach, and global in their outlook.
An artisanal experience
It is all about making someone feel …