Andrew Petch

EXECUTIVE CREATIVE DIRECTOR

BIO & CV

 

BIO.

Andrew was previously Executive Creative Director/Equity Partner of the Saatchi & Saatchi Philippine office from 2009 to April 2016. In his few years there he had lead the Philippine office to many history-making achievements for the country.

In 2014, Saatchi & Saatchi Manila was the co-first Philippine agency in history to get a Silver Nomination at D&AD. They also scored their second Best of Show at the Ad Fest Australasian Advertising awards (their first he lead them to collect in 2010) making them the only Philippine agency in history to win not only a Best of Show at the festival, but two! In 2013, the agency made history again winning the most awards ever by a Philippine agency at the Cannes Lions International Advertising Festival garnering 2 Gold Lions, 1 Silver Lion and 2 Bronze Lions. In 2012 they snared the Philippines’ first Titanium & Integrated Lions shortlist at the Cannes Lions Festival. In 2011 they created the most internationally awarded print campaign in Philippine history in the Worldwide Gunn Report. And in 2010 Andrew lead the office from zero in the Campaign Brief Asia Philippine Creative Rankings to the number 1 spot - becoming Campaign Brief Asia Philippine Agency of the Year – the fastest rise of any Philippine agency in the history of the rankings.

Under Andrew they also won multiple Gold, Silver and Bronze at The One Show, The Clios, The London International Awards, Spikes Asia awards, Campaign Asia Magazine Awards and AWARD Australasia. And were awarded '2013 Creative Agency of the Year' at the 4As Agency of the Year Awards plus ‘2013 Agency of the year’ at the Adobo Magazine Awards plus '2012 and 2014 Agency of the Year' at the Creative Guild Kidlat Awards. He has also twice won Adobo Advertising Magazine’s ‘Executive Creative Director of the Year’ (2013, 2010) and has been runner up twice (2011 and 2012)

These achievements were made more impressive considering that the Saatchi & Saatchi Manila office had never won a single Cannes Lion in their 63 year history!

Andrew also lead his team to many firsts as far the style of work they produced. When he first arrived at Saatchi & Saatchi Manila they were a highly traditional TV and print agency but Andrew was able to change that by building the skill-sets of his staff across all existing platforms as well as create new platforms to produce innovative and future facing ideas. Simultaneously he was also able to help grow his clients understanding of these new platforms in order to appreciate the economic viability of the big ideas he brought them. Ideas that no longer just helped his clients talk about what they do, but actually helped them do what they do. Not disposable advertising but semi-permanent and permanent ideas that deliver them an increased ROI. (Return on Idea)  Examples of these included…

1. A first-of-its-kind tourist attraction called ‘Cinema Roulette’; in which each seat in the cinema was a number on a roulette table and audience members could win 1 million just by sitting in the seat that the ball falls into via a display on the screen. (Resorts World Manila Casino)

 2. A radio station that airs nothing but static to give babies a sound sleep. (Pampers Diapers)

 3. An Energy Playground that turns kids physical energy into electrical energy to power its surrounding community. (Kraft Tiger Energy Biscuits)

4. Making the Philippine Olympic Team’s national flag from the shirts of the Philippine people, which they carried at 2012 London Olympics. (Ariel Color Washing Powder)

5. And creating a 9-episode transmedia TV series the blurred the lines between reality and fiction by getting the lead actress and cast to star as themselves and use their online properties to bring the plot into the real world. (TV5)

Andrew also lead the Philippines and Indonesian offices to significant business wins on Diageo, Lexus, Toyota, P&G, Cadbury, Harley Davidson, Danone, World Bank, Huawei, Glaxo Smith Kline (GSK), Resorts World Asia, Line App, San Miguel Beer and Big TV, .

Prior to this at the age of 29, he was the Creative Head of the Saatchi & Saatchi Singapore office. There he helped contribute, build and guide the office to none other than the Number 9th most creatively awarded agency in the world in The Gunn Report 2008. And Number 1 most awarded agency in Asia winning the 2008 Campaign Brief Asia 'Asia-Pacific Agency of Year'. New business also came in too under Andrew's leadership in Singapore, winning Sony Ericsson, UOB Bank, ESPN and P&G Projects plus retaining the most creatively awarded and sought after account in Singapore in two competitive pitches - Singapore Navy.

Prior to Asia, Andrew was in the UK at the flagship office of Saatchi & Saatchi London as Creative Group Head (and Global Creative Lead on Sony Ericsson.)

Before that Andrew was working across the UK, Europe and US offices for Publicis Worldwide (poached by then WWCD Dave Droga, now founder of Droga 5).

And prior to that Andrew was in Australia as Senior Writer/Art Director at BMF Sydney where he helped the agency win Ad News and B&T's 'Agency of the Year' and established himself as one of the top youngest and most awarded creatives in the country.

Throughout this journey Andrew has personally collected numerous medals including The Grand Prix at the New York Festivals, Silver Nominations at D&AD, Best of Show at Ad Fest Australasian Advertising Awards and Gold medals at Cannes, Clio, British Television Advertising Awards, Campaign Poster UK, Eurobest, Young Guns International Advertising Awards, Ad Fest Asia-Pacific Awards, Spikes Australasian Ad Festival and AWARD Australasian Awards.

And he lead or was part of teams that won many pitches across the globe including Coca-Cola, Virgin Airways, Sony, Heineken, IKEA, Renault, Cadbury, Guinness, Visa, Clarks, Swatch, Kia, Carlsberg, Sharp, TD Waterhouse, Red Cross, Simpson Washers, Toyota, Lexus, Harley Davidson and Diesel Jeans.

He also had three commercials selected in Campaign Brief’s Top 30 Australian commercials of the decade plus won Campaign Brief, Ad News and B&T Australia's 'Campaign of the Year'. Plus he's had one of his spots named in the Top 20 of the ‘Shots UK - 100 Greatest Ads of all time DVD’ issue. And has won an Agency of the Year title with every office he’s worked for.

Andrew has judged on numerous global award show panels including Ad Fest, Spikes, AWARD, Young Guns International and Midsummer Awards UK.

Thanks to all the traveling he now calls London and The Philippines his second homes to Australia and has been fortunate enough to surf the far-flung reaches of the world. He loves nothing more than spending his time at the beach.

 

C.V.

PERSONAL:
Address: Unit 710, Northern Tower, Joya Building, Rockwell Makati, Manila.
Mobile: +63 9088828016
Email: agpetch@hotmail.com


CAREER:
2009-2016:
EXECUTIVE CREATIVE DIRECTOR:
SAATCHI & SAATCHI MANILA

Clients:
Diageo. Toyota. Lexus. Kraft. Cadbury. P&G. General Mills. GlaxoSmithKline Kline. Mead Johnson. Roche Pharmaceuticals. Sharp Electronics. North Face. Vespa. The Peninsula Group of Hotels. Resorts World Asia. PLDT Telecommunications. SM Corporation. BDO Bank. First Metro Bank. Eagle Cement. Lucerne Watches.
New Business Wins:
Diageo. Toyota (3 pitches). Lexus. Cadbury. P&G (5 pitches). Harley Davidson. Resorts World Asia. Sharp Electronics. Line Global App. Rebisco, Huawei. Cebuana Lhuillier.

2007-2009
CO-EXECUTIVE CREATIVE DIRECTOR/ HEAD OF CREATIVES
SAATCHI & SAATCHI SINGAPORE

Clients:
Sony Ericsson. Diageo. ESPN. Toyota. Lexus. P&G. Mead Johnson. Tiger Beer. Singapore Navy. MSIG Insurance. UOB Bank. EDB (Economic Development Board of Singapore). AWARE.
New Business Wins:
Diageo-Guinness. Singapore Navy (Retained twice), EDB (Economic Development Board of Singapore).

2006-2007:
CREATIVE GROUP HEAD
SAATCHI & SAATCHI LONDON

Clients:
T-Mobile, Bacardi, Sony Ericsson, Toyota Europe, Lexus Europe, Visa Europe, P&G, Carlsberg, NSPCC,
New Business Wins:
Dewars 12 (Bacardi), Yaris launch (Toyota), Tuborg Beer (Carlsberg)

2004-2006:
SENIOR WRITER/ART DIRECTOR
PUBLICIS WORLDWIDE -EUROPE/US

Clients:
British Army. Coca Cola. Renault. Hewlett Packard. Cadbury. P&G. Stolichnaya Vodka. Malibu Rum. Pentax. Citizen. National Geographic. Loreal.
New Business Wins:
Coca Cola South America, Minute Maid (Coca Cola Bottlers)

2001-2004:
SENOR WRITER / ART DIRECTOR
BMF AUSTRALIA

Clients:
IKEA. Foxtel. Lion Nathan. Australian Meat & Livestock. Yalumba Wine. Snack Brands Australia. SBS Television. Ella Bache. Goodman Fielder. Blackmores. FHM Magazine. TD Waterhouse. Shopfast.com, Australian Department of Health. Australian Red Cross.
New Business Wins:
IKEA, Lion Nathan, Australian Red Cross, Goodman Fielder, ING Direct

1998-2000:
COPYWRITER
CUMMINS NITRO (FORMERLY CUMMINS&PARTNERS)

Clients:
Virgin Airlines. Clarks. Swatch. Kia. General Motors. Connex Trains. Epilepsy Foundation. IKON energy. Melbourne Zoo. Primus Telecom. Ibis Hotels. Victorian Tourism.
New Business Wins:
Virgin Airlines. Clarks. Kia. General Motors. Connex Trains. Primus Telecommunications.

 

AWARDS:

New York Festival:
1 Public Service Grand Prix.
2 Gold Medals
4 Silver Medals
2 Merits
Multiple Shortlists

Cannes Lions:
1 Titanium Lions Shortlist
3 Gold Lions
4 Silver Lions
9 Bronze Lions
Multiple Shortlists

D&AD
1 silver nomination + 13 in-book

Clio International:
2 Gold Statues.
4 Silver Statues.
4 Bronze Statues
Multiple Shortlists


London International:
2 Gold Statues
2 Silver Statues
Multiple Shortlists


One Show
1 Silver + 2 Bronze
12 merits
Multiple Shortlists


Eurobest (European Advertising Festival):
2 Gold Trophies
1 Bronze Trophy


BTAA (British Television Advertising Awards):
1 Gold Arrow
2 Bronze Arrows

Campaign Poster UK:
1 Silver
1 Bronze


Campaign Press UK
1 Silver
1 Bronze


Ad-Fest Asia-Pacific Awards
2 Best of Shows
5 Gold
5 Silver
6 Bronze
Multiple Shortlists


Spikes Asia Advertising Festival
10 Silver
4 Bronze
Multiple Shortlists


AWARD Australia:
2 Gold Pencils
5 Silver
5 Bronze


Young Guns International Festival:
2 Gold bullets
2 Silver bullets
3 Bronze bullets


Shots UK – ‘100 Best Ads of all time’ DVD:
Number 27 spot

Campaign Brief Australia – Top 30 Ads of the Decade:
3 campaigns selected

Campaign Brief Asia Rankings
2011 and 2010 – No 1. Executive Creative Director - Philippines

Adobo Magazine

2013 and 2010 – No. 1 Executive Creative Director - Philippines

Campaign Brief Australia:
2004 - Australian Campaign of the Year

Ad News Australia:
2005 - Australian Campaign of the Year

B&T Australia:
2003 - Australian Campaign of the Year

‘Cutting Edge’ TV Advertising edition:
Campaign included
The Quest-Lion Nathan


‘Cutting Edge’ Print Advertising edition:
Campaign included
Handles-AMLC


Creativity website:
4 Picks of the Week
McCoy’s Specials


Creative Review UK:
2 Pick of the month

Bestads website:
3 Picks of the week

MADC (Melbourne Art Directors Club):
Student of the Year
 

AWARDS – AGENCY

2013 – 4AS KIDLAT ‘CREATIVE AGENCY OF THE YEAR

2013 – AOY AGENCY OF THE YEAR

2013 – CAMPAIGN MAGAZINE AGENCY OF THE YEAR – SILVER

2013 – ADOBO MAGAZINE ‘CREATIVE AGENCY OF THE YEAR

2012 – 4As KIDLAT ‘CREATIVE AGENCY OF THE YEAR’

2010 – CAMPAIGN BRIEF ASIA ‘AGENCY OF THE YEAR’ – PHILIPPINES

2008 – GUNN REPORT - NO. 1 RANKED AGENCY IN AUSTRALASIA - NO. 9 RANKED AGENCY WORLDWIDE

2008 -  CAMPAIGN BRIEF ASIA – NO. 1 RANKED AGENCY IN ASIA.

2008 – AD FEST - AUSTRALASIAN AGENCY OF THE YEAR

2004 – CAMPAIGN BRIEF AGENCY OF THE YEAR – NSW

2004 – AD NEWS AGENCY OF THE YEAR – AUSTRALIA

2004 – B&T AGENCY OF THE YEAR - AUSTRALIA
 

AWARDS – JURY MEMBER:

Spikes Asia Advertising Festival:
2013 Jury
2012 Jury

Ad Fest Asia Advertising Festival
2011 Jury and 2013 Jury
Midsummer Awards UK
2005 Jury
Young Guns International Awards
2003 Jury
Australian Writers & Art Directors Awards
2003 Jury


EDUCATION:

2000: RMB Radio Writers Workshop - Sydney, Australia

1997: RMIT University - Advertising Course - Melbourne, Australia

1994: St. Michael’s Grammar School Melbourne, Australia – Higher School Certificate



REFERENCES:

David Droga – Creative Chairman / Founder - Droga 5:
210 East 5th Street, 4th floor, New York, New York, 10003. Telephone: Work: +1 917 237 8888

Warren Brown – Founder/ Creative Partner - BMF Australia:
2/63 Miller Street Pyrmont NSW 2009, Australia Telephone: +61295527000

 

PR COVERAGE:

 
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