Originally from Malaysia, Sook Ping has been in the advertising industry for 25 years. In 2017, she was officially appointed as Vice President and General Manager of R/GA Shanghai. Prior to joining R/GA Shanghai, Sook Ping's career spanned across Malaysia, Singapore, and China, working for advertising agencies such as M&C Saatchi, Leo Burnett, TBWA, and Wieden+Kennedy.
When asked about why she chose to work in advertising, Sook Ping credits a strategist she met while working in Singapore as her inspiration. "She always encouraged me and told me that creativity and strategy come from everyone. So even though I was a newcomer at the time, she would listen to what I had to say," Sook Ping told Modern Advertiser. This encouragement and inclusiveness led Sook Ping to choose advertising and has continued to influence her approach to work. "So now, my attitude towards people is the same. Whether it's an intern or a seasoned professional, I believe everyone can contribute." This aligns well with R/GA's corporate culture of "humanizing technology for a better future."
Another influential figure for Sook Ping is R/GA's founder, Bob Greenberg. "As a true creative pioneer, he not only pioneered the 1978 trailer and title sequence design for the movie 'Superman,' which still has an impact to this day, but he has always believed in the fusion of design and technology, with a forward-looking vision."
Like Bob Greenberg, change is in R/GA's DNA, and design and technology have always been at the core of the company. Founded in 1977 as a special effects company, R/GA initially focused on website production. Today, R/GA has grown into a global advertising agency with over 1,600 employees and 15 offices, providing services in digital design and marketing communication.
01 Brand experience focusing on the consumer journey
At the beginning of 2022, R/GA Shanghai announced its new positioning as a "brand experience agency." Under this new positioning, R/GA is committed to creating comprehensive brand experiences for clients, focusing on brand strategy consulting, new retail experiences, product and service innovation, and more. By innovating experience design, R/GA effectively integrates brand stories into consumers' lives.
Different from other agencies that simply tell brand stories, R/GA's focus is on enhancing the connection between consumers and their journey through design and technology. "And when we create brand experiences, we don't just talk about what the brand is. We let consumers personally experience the brand."
Whether it's through mobile devices online or in-person at brand stores, consumer experiences should not be limited to a single stage. So R/GA aims to engage with consumers in various aspects of their lives and empathize with them. "In interacting with the brand, consumers can truly feel the brand as a current market trend. By allowing consumers to fully experience the brand, they can form their own opinions and feelings about the brand, rather than solely relying on storytelling."
R/GA created a new interactive experience for the street skateboarding brand Vans in January 2022. Through the innovative concept of "MixMatch," Vans embarked on a new chapter of smart retail, providing inspiring experiences at every stage of the consumer journey and creating a personalized shopping experience for thousands of people. The creative team designed an O2O interactive play based on the "MixMatch" concept, in collaboration with renowned illustrator Kim Hyun-joo, to explore fashion through cartoon characters and establish a comprehensive brand experience for Vans, injecting trendy energy into the Chinese market.
The "Vans MixMatch" interactive experience was launched in early 2022 on the official Vans Mini Program, where users could freely mix and match, modify, collect, and share their personal fashion styles. They could also explore the "Inspiration Space" to browse the styles of other players. Once the desired style was confirmed, users could make a purchase with one click. In physical stores, users could interact with smart screens, play blind box games, customize their outfits, try on the same styles, and receive rewards through the assistance of store staff.
"In the process of playing the game, the brand also educates the audience, deepening their understanding of the brand. It's not just about buying cool clothing or products, but about building a deep brand affinity. This resonates well with the interests of Generation Z," explained Sook Ping.
02 Web 3.0 is a collaborative process
Regarding the current trend of the metaverse in the marketing industry, Sook Ping also has her own interpretation. "The metaverse trend is burgeoning in China, where consumers can already create their own virtual avatars and interact w
