"Don't be afraid to
start from nothing"
At the Singapore Creative Circle awards in the year 1990, a young man took home all the awards in the Chinese language category, and in the international arena, his work was the only Chinese entry awarded. He did that again the next year and won them on behalf of five different agencies. And this is only the beginning for the life of one of, if not, the biggest name that emerged out from Singapore's creative scene.
Peter then joined DY&R as creative director & his team struck gold at many international and local awards. He went on to join DMB&B in 1992 and became the most-awarded Chinese language creative director in the 1993 Creative Circle awards.
The next year, he started Fong, Haque, and Soh with suit David Fong and copywriter Rita Haque. Their local shop took home 12 awards in the 1995 Singapore Creative Awards. The following year, the agency rose to one of the top 3 in Singapore. With the track record of winning every pitch during the last 3 and 1/2 years, his local shop was bought over by TBWA, and became TBWA Fong, Haque & Soh.
With a few good men--Jimmy Lam, David Sun, and Tomaz Mok, the 4 Wise Men, also known as the 4 Godfathers, founded the World Chinese Creative Awards "Long Xi." Today, it is the only Chinese award that is recognized by the western world.
He proceed to set up "The Noble House," a creative brands consultancy that specializes in Chinese creative content. Again the group won many local and overseas awards, including best Chinese copywriting and art direction award.
The creative legend was once again headhunted, and after talking to quite a few agencies for almost a year, he finally took the offer from Saatchi & Saatchi to head their shanghai office as their CEO and CCO. The next year, the Shanghai office expectedly won many major accounts as well as their fair share of awards.
In the year 2005, he stepped down from his CEO role, found a seat on the Worldwide Creative Board, and became Saatchi's greater China and North Asia Chief Creative Officer. He now masquerades as a judge at the local and international award shows; these include the coveted Cannes in both print and outdoor categories.
He was also invited to talk at most of the colleges in mainland China, as well as the rest of the world, and is a regular speaker at the Asia Pacific region. He is also the first Chinese lecturer at the Miami Ad School. He has been invited to talk not twice, but three times on the TED stage.
At the end of 2008, he decided to call it a day, but not before he and his team took the first and only gold for China at the world Effie festival, which happened to take place in his old home town, Singapore. He also received the Creative Achievement award from New York Festival, as well as being nominated for the Singapore Entrepreneurship in China award.
Two years ago, he was recalled back home to have his advertising life recorded in the Singapore National Archive. A ranking was done by a Chinese ad magazine, China Modern Advertising, and his good name came behind David Ogilvy and Bill Bernbach.
How can you
be part of his
Fill up the quick application form below to confirm you are coming on the 26 August 2016, 7pm.
Appear on the 26th August with your portfolio
Think of what you want to achieve & tell Peter
e.g. set up creative agency, win competition, career advancement
Work very hard under Peter's personal guidance for the next 12 weeks
Peter Soh to have a one-to-one guidance with every apprentice at least 3 times a month, depending on progress of apprentices
Access to designated classroom (subjected to availability, call/email to book) from 10am - 10pm daily on weekdays for working on project/company, networking & collaboration
Free invitations to all talks conducted by MAD School
Free social entrepreneurship workshop & working opportunities with Make The Change
Personal guidance & sharing of experience by different entrepreneurs for those who are looking to start a company
$1,800 for 3 months
Apprentice can decide if to enroll into the programme or not after personal consultation with Peter Soh on the 26th August