Book by Ogilvy duo shows creativity as business necessity in Asia

Raw: pervasive creativity in Asia by David Mayo, president at Ogilvy ASEAN, and Kunal Sinha, regional cultural insights director at Ogilvy Asia-Pacific, highlights real-life examples of the creative spirit and can-do attitude on the streets of Asia.

The book, which took two years to make, showcases images of creativity across China, Japan, Indonesia, Korea, the Philippines, Thailand and India, shot by renowned photographers Steffen and Thomas Billhardt.

Mayo said the book follows the acknowledgement that creativity is an essential ingredient of modern business.

“The book actually shows you how to place and deploy creativity to maximum business effect—that’s new,” he said.

Sinha added, “There’s much conversation these days about creativity that’s enabled by technology. But that can’t happen without people possessing a native ingenuity—which has been employed for many generations in Asia to solve problems and for economic development.”