TEAM CHALLENGE: Mr Low (front row, second from left) credits his team mates - including (clockwise, front row from left) regional business director Anthony Khoo, 42, senior copywriter Rachel Goh, 31, creative group head Toh Han Ming, 37, producer Michael Kan, 44, and assistant account director Ho Peck Kheng, 30 - who are all younger than him, for keeping him in tune with the latest trends. -- ST PHOTO: NG SOR LUAN

He calls his job a 'chronic disease', with sufferers enduring bad days along with the occasional good one.

But the laconic 52-year-old's apparent disdain for his chosen vocation is merely a tongue-in-cheek cover story.

It belies his deep-seated passion for his job which has been red-hot for the past 30 years.

And when he clinched the Creative Director of the Year accolade at this year's advertising Hall of Fame awards two weeks ago, he was definitely having a 'good day'.

He told The Straits Times then that every creative director deserved an award 'for the pain that we go through as part of the job'.

RECENT CHALLENGE 'It was very refreshing to work on something like this campaign, where the client is brave enough to try a different approach to generate an impact and reaction from people on the street. ' - MR LOW, on the 'Stay Curious' campaign that he helmed for OCBC Bank ... more

But when pressed on his reasons for staying on in the industry for three decades, he pointed to his hunger to come up with the next big creative idea as a key motivation.

In a recent interview, he said: 'In this industry, most people are below the age of 35, after which they typically burn out due to the fast pace, and move on to other things.

'There are times when I get tired and throw in the towel, but then a new challenge comes up and we manage to create a new, big idea which has an impact and I feel like I can keep going again.'

He said the latest 'Stay Curious' campaign that he helmed for OCBC Bank, which involved unique television commercials and thousands of red balls scattered all over venues such as Raffles Place, is one example of a 'big' creative idea.

'It was very refreshing to work on something like this campaign, where the client is brave enough to try a different approach to generate an impact and reaction from people on the street. That is more important than impressing judges and winning awards.'

OCBC head of group corporate communications Koh Ching Ching said the campaign presented no small challenge, given the bank's conventional image.

'We are often perceived as being one of the more traditional banks and we wanted something that would set us apart from other ad campaigns that tend to use emotional, sentimental images,' she said.

The Stay Curious series of print, television, outdoor and online ads emphasised quirky taglines and unconventional tools such as more than 60,000 large red balls printed with quotes from famous writers and thinkers urging people to be curious about their surroundings.

Said Mr Low: 'We wanted customers to have a fresh approach to banking, and to tell them that if they were curious about things, they could come and ask OCBC.'

He has won a host of other awards at virtually all major advertising awards, including the prestigious Cannes, Clio and Creative Circle awards.

Besides his seemingly boundless enthusiasm for uncovering the next great creative vision, Mr Low also attributed his leadership position in the industry to his team. 'I like to surround myself with young people and this keeps me in tune with the latest trend.'

He gave credit to his other passion - football - as a reason for his youthfulness. The father of a son, 21, and a daughter, 18, proudly tells of how he was recently called upon to play in a football match alongside his son.

'I play at least twice a week and I think that it helps to keep me young,' he said laughing. It certainly has helped him keep trim and fit, a fact that has not gone unnoticed in the Y&R office.

Senior copywriter Rachel Goh said last week that, besides his penchant for using football analogies when passing on advice to his team, Mr Low was also renowned for having 'the best legs and rear in the office'.

When asked how long he intends to continue in the industry, Mr Low declined to set himself a deadline.

'After all, life begins at 50 and I have yet to hit my peak,' he quipped.

nicholas@sph.com.sg