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Interviewer >> This is five minutes with Tiger Savage, founder and CEO of Tiger's Eye. Hi
Tiger!
Tiger Savage >> Hi!
Interviewer >> Can you give us a quick summary of your career to date?
Tiger Savage >> Oh my god, how long do we got? I started my career at Simons Palmer,
then to [Name], sexy agency. Then I left to go to BBH, then I went to [Name] and MNC Starchy
for quite a long time, eleven years. Then I started my own agency, Tiger's eye, sexy
agency until now, the present date.
Interviewer >> Can you describe the creative industry in three words?
Tiger Savage >> Bloody hell, creative industry in three words, difficult, fun, exciting.
Interviewer >> What advice would you give someone who is looking to get into the industry
today?
Tiger Savage >> I think to get into the industry today is pretty difficult, I think it would
be really great to, obviously you have to have a great portfolio of fantastic ideas,
ideas are obviously the most important thing, I think it's great if you can execute them
really well, I think the art of craft has definitely disappeared.
Obviously there are so many different areas now are opening up in digital and different
forms of media and I think to be enthusiastic and just not give up when the doors are shut
upon you, just not to give up and to have a lot of passion and to go for it and enjoy
yourself.
Interviewer >> Who inspires you creatively?
Tiger Savage >> There were so many people that inspired me creatively, it's a long list.
Paul Aldrin inspired me very much so god blessed him, I think the world of art and fashion
inspired me a lot, things like [Name] magazine, lots of magazines, the internet, lots of different
sites and war hall arts, Walt Disney, Tim Burton's film world, music and just walking
down the world, I think we were talking earlier but it's just the world around you, I think
it's just nice to sort of look around and observe people and language and sort of conversations
that are going on, I think it's just opened your eyes to just what is going on around
you.
Interviewer >> What are your interests outside of work?
Tiger Savage >> I've got many interests outside of work, I love to box, I like to get some
of my,
Interviewer >> Aggression.
Tiger Savage >> Aggression out, I love just hanging out with my very close friends and
just chilling out and getting some sort of a perspective from life, I love to travel,
I love to go to art exhibitions and fashion shows and things like that and I like to go
to cinema and kind of looking out after myself and just for long walks and looking at the
real world.
Interviewer >> What was the last film that you saw in cinema?
Tiger Savage >> I saw, what did I see? I saw something the other night, what did I see?
I can't actually remember what it was,
Interviewer >> Okay, no worries. What do you look for in good creatives?
Tiger Savage >> As I said, I think great ideas that really surprise me, that have got that
sort of thinking, just art thinking, but interesting thinking, passion and people that are really
interested rather then they are thinking about [Inaudible 05.00] it's quite important, when
they are talking to you. And obviously some of the interesting things around the life,
you know? They don't have to have sort of a great experience,
back experience, huge sort of a kind of accolade and universities and things like that, it's
not really important as long as they are good thinkers and are passionate for what they
do, that's the most important thing to me and the willingness to learn and sort of the
need to want to put the time in, I think it's important.
Interviewer >> Who's the most creative person you've ever worked with?
Tiger Savage >> Me.
Interviewer >> [Chuckles]
Tiger Savage >> Other than, sorry, somebody's brought me off who is just behind you, so
you are going to put that question again.
Male: Sorry about that.
Interviewer >> Who's the most creative person you've ever worked with?
Tiger Savage >> Well there've been quite a lot of creative people I worked with, but
as I said Paul was my mentor when I was kind of a little grown up, people like Chris Palmer
and Mark Denton, obviously John [Name] was a huge influence, [Name] you know these writers
and art directors, I learned so much from people that had been around me, there's been
so many I think it's sort of hard to really name all of them.
Interviewer >> where did you get the name “Tiger” from?
Tiger Savage >> That won't be telling.
Interviewer >> Okay, fine, what's the best brand you've ever worked on?
Tiger Savage >> It's the current one I'm working on, which is a brand called Wing Man.
Interviewer >> Okay, why is that the best brand?
Tiger Savage >> It's going to be massive.
Interviewer >> What's the biggest risk you've ever taken in your career?
Tiger Savage >> What I'm doing now, I'm now helping to build brands from scratch which
is really exciting rather than making sort of famous brands even more famous, I think
its much more reward for me now to take brands that are nowhere and make them famous.
Interviewer >> What do you think would be the biggest challenges in the industry over
the next five years?
Tiger Savage >> I think just surviving this recession after recession, cuts after cuts
I think for me, big agency life is threatened really, the days of small agencies are just
beginning, I think independent agencies rule.
Interviewer >> And what is your favorite advertising campaign of all time?
Tiger Savage >> You give me tough questions, there are a lot,
Interviewer >> Do you have a top five or there is one that stands out for you?
Tiger Savage >> They change from week to week because I see so many. I mean historically
I loved the White Saab because it was one of those things that was digging what everything
else was daggling, it was quite independent and the guys that did it sort of went off
and did it and kind of changed the way that people approach advertising and just sort
of went off on their own and did it and it became, it changed the way that people spoke
and the culture of advertising, but that was a long time ago, there are so many things
since then that I love, I love Apple because they are always sort of on brand and consistently
brilliant and I hope Steve Jobs gets better,
Interviewer >> Okay, let's move on to a quick fire round.
Tiger Savage >> Oh no, I thought that was quick fire.
Interviewer >> That was just standard questions. Canline or DNAD pencil?
Tiger Savage >> Canline.
Interviewer >> Digital design or graphic design?
Tiger Savage >> A bit of both.
Interviewer >> Creatives or suits?
Tiger Savage >> Creatives.
Interviewer >> Apple or Android?
Tiger Savage >> Apple.
Interviewer >> Degree or no degree?
Tiger Savage >> Don't care.
Interviewer >> Retained work or pitched work?
Tiger Savage >> Retained.
Interviewer >> Web or mobile?
Tiger Savage >> Web.
Interviewer >> Independent agencies or networked agencies?
Tiger Savage >> Independent.
Interviewer >> Outsourced production or on-site production?
Tiger Savage >> Oh, toughie, outsourced.