EXECUTIVE CREATIVE DIRECTOR
INSPIRE ADVERTISING TAIPEI
Peggy Hsieh is one of the 300+ powerhouse Grand Jury members responsible for selecting the World’s Best Advertising. These award-winning international creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
2018 Grand Jury member Peggy Hsieh works as Executive Creative Director for Inspire, the top 5-rated agency of Taiwan. She brings over 20 years’ experience to the judge’s panel and has been named the 18th hottest creative of Taiwan in the 2017 Campaign Brief Ranking.
Peggy started her career in 1995 as a copywriter, and worked for over one year at Dentsu China. She joined Leo Burnett’s P&G team in Taiwan in 2004, and worked for J. Walter Thompson years later. She started her digital experience at OgilvyOne, and produced creative works for the following high-profile brands: IBM, American Express, Mercedes-Benz.
Throughout her career, she has earned numerous accolades including winning several awards for her trophy shelf at prominent advertising competitions including Spikes Asia, ADFEST, AD Stars, Effie Awards, and The Work etc.
New York Festivals: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?
Peggy Hsieh: I am looking forward to seeing the exciting idea from other countries, especially over different cultures. In every advertising festival, I can always find some special works having local backgrounds, and through great idea it can be understood by people all over the world. Meanwhile, I would like to share with my team how creativity through different channels and platforms could offer excellent solutions for their clients, and what it could create the new “digital era” of world. After all, that’s our most important mission in this digital generation.
New York Festivals: What are your personal criteria for choosing award-winning work?
Peggy Hsieh: There is a Taiwanese idiom says: Great minds think alike. In my experience, when reviewing the works in every award, half of them make me feel like déjà vu all over again. So, in my opinion, innovation should be important and precious. Including innovated concept, idea and execution.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Peggy Hsieh: Line, certainly. (Line is a communication app just like Whats app.) Once I went on a business trip in another country without being able to use Line, it made me anxious. I felt like lost connection from rest of the world. After all, in my Line friends list and group, there are colleagues for each project I am working on, family, friends, even my classmates of primary school’s 30 years ago reunion. In the other, it’s rather pathetic as since we have Line, we can and we almost work 24hous.
New York Festivals: If you could live anywhere, where would it be?
Peggy Hsieh: Alaska, then I could see the aurora easily. Early of this year, I visited Yellow Town in Canada to see the aurora. I met one local guy in hotel lobby, he asked me if I came for aurora, I said “yes, are you?” he proudly said “I see aurora every night.” I felt so envy of his life. Otherwise, I like to watch the TV program “Buying Alaska”, I truly believe it’s a beautiful place to live.
If you’re binge watching…what are you watching?
Peggy Hsieh: Usually, I am binge watching both Japanese series and American series at the same time. My latest binge watching were “Stranger Things 2” and “Designated Survivor 2”. Also, I would highly recommend the Japanese series “midnight diner”, it probably could be found in Netflix.