Resume
Gary Caulfield
2014 – 2018
ARCADE,
INDONESIA
Co-Founder, CEO & Executive Creative Director
Accounts
IKEA, Coca-Cola, Unilever, Nestle’, McDonald’s, Arnott’s, Heineken, WeChat, Snickers, Jetstar, PHD, Grab, Calbee Wings & Suntory
Achievements
- Built an agency from scratch to over 45 clients & over 100 people in just over 4 years!
- Created one of the fastest growing boutique ad agencies in not just Asia, but the World
- Launched IKEA into the Indonesian market for the very first time
- Created a record 20% sales increase across 48 Unilever brands in just one month
- Retained a consistent ‘New Business’ winning average of over 60%
- Won multiple MMA Mobile Awards including ‘Best of Show’, Gold’s, Silver’s & Bronze’s
- Won Multiple FAB Awards in London, the first ‘Digital Agency’ in Indonesia ever to do so
- Special YouTube Ad Leaderboard Award for reaching over 71 million views!
2012 – 2013
McCANN,
INDONESIA
ECD - Executive Creative Director
Accounts
Coca-Cola Indonesia ( Coke, Sprite, Fanta & Frestea ), PHD ( Pizza Hut Delivery ), L’Oreal, Maybelline, Nestle’, TATA Motors, L’Oreal, Cathay, MasterCard, Cussons, Imperial Leather, Mentos, Pfizer, Acuvue, Intel, CIMB Bank, Darlie
Achievements
- Rebuilt & Restructured the entire Creative Department from scratch
- Obtained not only the best ever client evaluation for McCANN Indonesia from the Coca-Cola client, but also for the entire Region!
- Unprecedented 80% New Business record & success rate!
- New Business wins for; TATA Motors, Coca-Cola, Frestea, CIMB, Unilever, Perfetti Van Mielle, Pfizer, & Acuvue
- Agency experienced a 24% Revenue growth in my first year, whereas all the previous 5 years were at a major loss, apart from only a 14% increase in 2009
- Able to produce work of a high enough quality to be entered into Cannes & even Local Awards shows for the very first time in over 5 years!
2003 – 2011
OGILVY & MATHER,
INDONESIA
Executive Creative Director of Ogilvy Advertising & Ogilvy ‘360’ Group
Accounts
Unilever (Pond’s, Dove, Molto, Calbee), Coca-Cola (Sprite, Fanta, Sprite Ice, Schweppes), Motorola, DHL, American Express, Kimberley Lever (Kotex, Huggies), Levi’s, Nestle’ (Milo, Dancow), Toshiba, OTG (Oral Care, Peanuts & Noodles), A Mild, Hexos and VW
Achievements
- ‘Most Awarded Agency’ in Indonesia under my guidance, ‘Locally’, ‘Regionally’ & ‘Internationally’.
- ADOI ‘Agency of the Year’ in 2008, 2007, 2006 & 2004 (No award show in 2005).
- No other agency ever won 2 years in a row, let alone 3!
- ADOI ‘Best of Show’ winner in 2006 & 2004.
- Citra Pariwara ‘Best of Print’ 2009.
- Cannes Finalist 2005 (First Indonesian agency ever).
- 5 Cannes Finalists in 2011 (5 x times 2005 amount).
- Very 1st ever Regional & International ‘Metals’ in 2010.
- AdFest Finalist in 2010, 2007, 2005 (twice) & 2004 (Most of any agency in the time I have been here).
- ‘THE WORK’ inclusions in 2004, 2005, 2006 , 2007, 2008, 2009 & 2010 only agency to do so for 7 years running.
- Unprecedented 5 acceptances in 2010 for ‘THE WORK’.
- 2nd highest acceptances of any Ogilvy Regional office.
- 18 total acceptances. Next closest JWT with only 7.
- WPP Worldwide reel inclusion, selected by Neil French.
- Retained ‘Buavita’ business for ‘Bates’ as WPP agency.
- London Internationals Finalists 2004, 2005 & 2007 (Most of any agency in the time I have been here).
- ‘Bronze’ LIAA winner, very 1st time in Indonesia in 2010.
- Promoted sole ECD role of Ogilvy Indonesia in 2006.
- Creative Director responsibilities for Ogilvy One in 2006.
- Won 1st and only ever ‘Digital’ pitch for Ogilvy One.
- Successfully manage creative department of 36 people.
- Remained ‘stable’ member of Senior Management here (4 ‘Country Heads’ and 6 Managing Director’s in 7 years).
- New Business Wins with Creative Pitch for: VW, Toshiba, OTG, Sprite Ice, Calbee, Mizone & SunLife.
- Won 1st ever pitch for WPP sister agency ‘Soho Square’.
- Promoted Ogilvy ‘360’ Group ECD in 2008.
2001 – 2003
BATEY ADS,
SINGAPORE
Global Creative Director Singapore Airlines/Group Head
Accounts
Singapore Airlines, Sin Sales (Singapore Airlines Retail), EZ Holidays, Mercedes Benz (F1), Silk Air, Imperial
Achievements
- Successfully rebuilt the Creative Reputation and Premium Image of Singapore Airlines after the tragic crash in Taiwan as well as rebuild an entirely new agency Creative Team from scratch as the result of the self imposed SIA curfew on all advertising after this incident.
- Single handedly launched Chicago as a new destination by Directing the TVC and supervising and Art Directing all location photography for all posters and launch material.
- Maintaining the Premium image of Singapore Airlines during an extremely difficult period that saw incidents such as September 11 and SARS severely impact the airline industry in Asia and around the World.
- New Business Wins with Creative Pitch for: Mercedes F1, EZ Holidays, Silk Air
1998 – 2001
LEO BURNETT,
TAIWAN
Creative Director/Global Creative Director Acer Computers
Accounts
Acer Computers, Heineken, Coca-Cola (Sprite, Nestea, Powerade, Minute Maid), Phillip Morris (Marlboro, Virginia Slims, L&M), Johnnie Walker, P&G (Vidal Sassoon, Pert, Max Factor, SK-II), Kellogg’s, Disney, Hennessy, Cartier, Konica, Ferrero, Daihatsu, Wyeth, Fiat, Tiger Beer (LB Vietnam), Longbeach (LB Jakarta).
Achievements
- New Business Wins with Creative Pitch for: Daihatsu, Konica, Ferrero, Tiger Beer & Colonial Mutual ( Vietnam ), retaining Phillip Morris business for Jakarta office with Longbeach pitch.
- And most significantly, winning Acer Computers Globally for the Taiwan office as the only piece of IT business held by any Leo Burnett office in the world.
- Awarded at New York Festivals.
- Awarded at and London Internationals.
- Silver Awards for Print work at China Times Awards.
- Asia Pacific Awards for Print.
- Successfully managed a Creative Department of 28 people.
- Personally received the first ever Leo Burnett 7+ Creative Excellence Award for the Taiwan office.
- Proceeded to win another two 7+ Awards.
- Also awarded Internationally at Cannes.
1996 – 1998
AMMIRATI PURIS LINTAS,
INDONESIA
Creative Director
Accounts
Pizza Hut, Electrolux, Isuzu, Johnson & Johnson, Nestle’ (Polo, Kit Kat, Smarties, Fox Candy), Sharp, Wrangler, Pennzoil, Acuvue, Carefree, Shower to Shower, Accor Hotels (Ibis, Sofitel, Mercure), Hewlett Packard, Rothman’s International (Dunhill, Kansas), KIA Tiles, Indomilk.
Achievements
- New Business Wins with Creative Pitch for: Nestle’ ( Regional Account ), Pizza Hut, Rothman-’s International, Hewlett Packard.
- Awarded at New York Festivals for Print & Television in 1996 and 1997 showing immediate results to raise the agency creative standard on the International stage.
- Successfully managed a creative department of 18 people. So much so, I was offered the role as Executive Creative Director of both agency operations in Indonesia.
1994 – 1996
LDB LINTAS,
SRI LANKA
Creative Director
Accounts
Carlsberg, Tandem, Daewoo, Oberoi Hotel, Unilever (Astra, Sunlight, Signal, Royco, Surf Ultra, Rexona, Lifebuoy, Rinso, Brut, Vim, Fair and Lovely, Bru, Clear), Ceylon Brewery, Datamini, Red Cross, FM 99, Celltel, Commercial Bank of Ceylon, Union Assurance, Reynolds Pens, CIC Paints, Digitek, Bank of Ceylon, Patton Razors, Ceylon Soft Drinks, Farm Trust Milk, Trans Asia Hotel, Casino.
Achievements
- New Business Wins with Creative Pitch for: Carlsberg, Daewoo, Oberoi Hotel, CIC Paints, Tandem, FM 99, Celltel, Commercial Bank of Ceylon, Digitel.
- Awarded at London Internationals uplifting the creative profile of not only the agency, but more importantly the entire industry in Sri Lanka. As this was the first time ever an agency in that country had ever won anything on the International stage.
- Successfully managed a Creative Department of 16 people.
- Grew the agency from 26 to 96 people during my 2 years there.
- Designed a new beer label, it’s packaging and also created and launched its entire advertising campaign single handedly for the brand with record sales and success.
1991 – 1994
LINTAS,
SYDNEY AUSTRALIA
Creative Group Head
Accounts
Diet Coke, NEC, MasterCard, Bridgestone, Asics, Castrol, Cenovis, Panadol, NSW Waterboard, Nestle’ (Minties, Red Block Chocolate), Unilever (Jif, Omo, Norsca, Rexona, Streets Ice Cream, Aim, Domestos, Continental Soups), Formfit, Legacy.
Achievements
- New Business Wins with Creative Pitch for: Bridgestone, Castrol, Asics, Diet Coke, NSW Waterboard.
- Awarded at Cannes.
- Awarded at Melbourne Art Directors Club.
1989 – 1991
LINTAS,
MELBOURNE AUSTRALIA
Partner to Creative Director
as Senior Art Director
Accounts
Honda, NEC, Cenovis, Appletise, Sunday Herald,VicRoads, Australian Stock Exchange, Northern Feather.
Achievements
- New Business Wins with Creative Pitch for: Sunday Herald, VicRoads, Appletise.
- Awarded at New York Festivals.
- Awarded at Clio.
- warded at Mobius Awards.
- Awarded at Melbourne Art Directors Club.
- Designed VicRoads logo and Corporate Image (which is still in use today statewide).
- Redesigned all Cenovis Vitamins labels & packaging.
1988 – 1989
THEM ADVERTISING,
MELBOURNE AUSTRALIA
Partner to Creative Director as Senior Art Director
Accounts
Yakka, Faberge, Le-Specs, In-Jean-Ious, Australis, Patterson Cheney.
Achievements
- New Business Wins with Creative Pitch for: Yakka & Le-Specs.
- Awarded at Melbourne Art Directors Club.
1987 – 1988
DANCER FITZGERALD SAMPLE,
MELBOURNE AUSTRALIA
Art Director
Accounts
Toyota, Kraft, Ovaltine, Phillip Morris, Jarrah Foods, Epicurean Magazine, Reps Magazine.
Achievements
- New Business Wins with Creative Pitch for: Kraft, Epicurean, Reps Magazine.
- Awarded at Melbourne Art Directors Club.
1986 – 1987
USP NEEDHAM,
MELBOURNE AUSTRALIA
Art Director
Accounts
Telecom, Ford Motor Company, The Age, Channel Nine, Cadbury (Crunchie, Picnic, Dairy Milk Chocolate Block), McDonald’s, Ford Australian Open.
Achievements
- Designed Ford Australian Open logo and all related and branded merchandise.
- Awarded at Melbourne Art Director’s Club.
- Full Employment as a Junior Art director just 2 weeks after graduating with a Bachelor of Arts Degree.
1982 – 1986
Education
Bachelor of Arts Degree in Graphic Design, Swinburne Institute, Melbourne Australia
Achievements
- Graduated ‘Top of Class’ in 1986 from the then most prestigious and recognized Art College in the entire Southern Hemisphere.
- Awarded numerously at Melbourne Art Directors Club Student Awards.
- Employed for one year of work experience in 1985 by USP Needham with college consent.
- And as mentioned above, USP were so pleased they employed me full time 2 weeks after graduation in 1986.