SINGAPORE - Roger Makak (pictured), the creative ranked number one in Campaign Brief Asia’s recently released rankings, has been exposed as a work of fiction created by Saatchi & Saatchi Singapore.Speaking to Media, Campaign Brief Asia publisher Kim Shaw said: "From our point of view we’re disappointed that this agency chose to use a false name for work done by someone else.”
According to Shaw, Makak is actually a nom de plume for the agency’s regional creative director Andy Greenaway, who said: “He does exist, but not in the form you might think. He goes bananas sometimes.” Greenaway added that more would be revealed in one week.
“I think they were trying to dupe the whole industry and then come out with some fantastic award concept at the end that would appeal to other ECDs,” said Shaw. “But, of course, because he ended up winning our rankings it’s come out very quickly that this guy doesn’t exist.”
“At first, I was really angry because I felt for (Creative Juice ECD) Thirasak who came second and he would have been the first person to win it twice,” continued Shaw. “But if Andy is in fact Roger, my comment is I’m disappointed that it’s not Andy topping the rankings.”
Saatchis Singapore has won a swathe of metal at awards shows across the globe over the past year, with Makak credited heavily on almost of all the award-winning entries. He was ranked fifth in Media’s ranking of young creatives last year.