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Linda Locke

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Jan
26,
2011
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Linda Locke

Linda graduated from Middlesex Polytechnic with an honours degree in art and design in 1976. She has worked as a designer in Hardy Amies (London) from 1976 to 1977 on advertising, graphic design, surface design and textile design.

 

From 1977 to 1979, she was Art director at Batey Advertising and worked on the Air Lanka and SIA Cargo accounts. She then joined Leo Burnett in 1979 as Senior Art director where she worked on Levi’s, Nestle, Cadbury, Shakey’s Pizza and Procter and Gamble.In 1982 she helped the agency overtake Ogilvy and Mather to take top position at the Creative circle Awards.

Linda joined Saatchi & Saatchi as Creative Director in 1983 and in 1984 was promoted to Chief Executive Officer, whilst remaining the Executive Creative Director of the agency. She built the agency from a 6 million dollar agency to a 100 million dollar agency. During her tenure, the agency was consistently in the top ranking agencies creatively, with the agency bringing back Singapore’s first Cannes Gold Lion. It achieved success in all major international shows including a much coveted D&AD Black Pencil. Linda was appointed to the Asian Board formed in October of 1994. In 1984, she was also appointed as one of two Regional Directors responsible for South East Asia. Linda previously held the position of Chairman of Asia for 4 years before deciding to step down.

Linda rejoined Leo Burnett in January 1997 as Chairman / Executive Creative Director of the Singapore agency and in January 1998, was appointed to Regional Creative Director of Leo Burnett Asia Pacific. Linda has been named amongst an elite global few in Advertising Age International’s feature story ‘Women Breaking Barriers’ and in October 2003, she was honoured with the prestigious Chairman’s Award at the Singapore Creative Circle Awards. At the same award show in 2005, she was one of five individual recipients honoured with a Champion of the Creative Circle Award for her years of contribution to the industry. In 2006, Linda was appointed Chairman of the 4A’s advisory board, responsible for creative standards in Singapore.

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Always one to break boundaries, Linda worked closely with her China and India teams as well as director Yasmin Ahmad, to produce two groundbreaking documentaries focused on understanding people at the bottom of the economic pyramid. She also conceived and produced Engage 2006, a conference at “the edge of the cutting edge”, focused on the new media and communication landscape. It attracted people from 15 countries with speakers from America, the UK and Asia. It garnered S$200,000 in publicity.

Working closely with Leo Burnett Asia Pacific’s President, Linda continues to ensure creative standards are being tested. Testament to this came at the end of 2001 when Leo Burnett Worldwide was named Top Agency Network of the Year in the Gunn Report 2001 (the only independent measure of global creative performance), in 2003, 2005 and 2006 no other agency network in Asia had more offices contributing to their overall creative tally, proving the agencies depth and breadth across the entire region. Since 2003, Leo Burnett has been in the top 50 most awarded league for either TV or print. Leo Burnett is ranked as a top creative player in all Asia Pacific markets in which it operates in, and in the top five regionally.

Linda is a highly awarded creative with over 300 awards to her name including a string of accolades from local, regional and international shows – she is a Gold Cannes Lion winner. Last year Linda has been invited to be a part of the prestigious Cannes Lions judging panel and is the only judge in 2007 to judge both AdFest and Media Spikes.

In 2007, Linda started her own consultancy, Godmother Pte Ltd. Appointed to produce and direct the second Engage conference in September 2007. It proved to be an even greater success than the first, with a 96% increase in the attendance of brand clients. It was completely sold out. Godmother continues to run creative training workshops in the region and be involved in strategic positioning projects, both on the client and agency side.

The October 23rd 2008, the 10th anniversary of the Singapore Advertising Hall of Fame Awards- saw Linda receiving the ‘Newsweek Lifetime Achievement Award’ in recognition of her three decades of service to the Singapore Advertising Industry. Linda was the first woman to achieve the award.

In The last year, Linda has found herself on the other side of the brand table working as the Marketing Director of local global success story Club21, the luxury fashion retailer. She works with a team of 20 building awareness and driving sales of the 30 and more mono brands under the company’s management.

In addition, she markets the Club21 corporate brand at events such as the Singapore Biennale 2008 with ‘Art of the T’ installation to critical acclaim and has helped develop a new service offering – Style Services – personal shopping and styling for its exclusive membership base. The response has been excellent and more services will be added.

She continues to work on brand projects within the advertising industry.

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Other notable achievements:

- Pioneered the first PC based media analysis software in collaboration with SRS, allowing for customisation and greater depth of media analysis.

- Trained a generation of creative’s of whom over 25 have gone on to become creative directors both here in Singapore and overseas.

- In 1992, Saatchi & Saatchi Singapore won Singapore’s first Gold Lion in TV with a TVC for the Traffic Police of Singapore called “Glasses”

- Helped Leo Burnett win Network of the Year in 2001

- The region helped Lep Burnett achieve Agency network of the Year in 2001

- Voted in Ad Asia’s People of the Year in 2006/7/8

- In 2003/2005 no other regional network had more agencies contributing to the regional award tally

- Singapore Breast Cancer’s “If only women..” won Gold in most International award shows including Cannes

- Tiger Beer TVC “World Cup” won a Cannes Lion Silver in 2002

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