New Sunday Times, December 7, 1997
Many people may not see the connection between advertising and cartoons, but agree that both appeal to the reader's senses and persuades him to act.
One man who straddles both worlds is Reggie Lee, a cartoonist who has been in the advertising business for over 20 years.
As an art director, Reggie has won numerous awards for his creativity, both locally and overseas: the Malaysian Grand Prix for Print advertising; the prestigious Max Lewis Award for an antinuclear campaign; and an international Clio award for Tuborg beer.
Today, he dabbles in design work for a select group of clients.
Reggie has also authored three cartoon books, with compilations of his work: Made in Malaysia; Reggie Lee; and Good Morning Malaysia.
Penang-born Reggie's real name is Lee Sin Kong. But since he was a prankster in school, his friends nicknamed him Reggie, after the character in the Archie's comic series.
Today, he has left his mark on many award winning advertising campaigns that have captured the consumer's imagination. I spoke to him recently.
Q: Reg, what is the role of an art director in an ad agency?
A: While an art director usually works with a copywriter to craft an advertisement, ultimately he or she is responsible for its "look", be it the design, layout or typography.
Art directors in Malaysia don't have the luxury of having a designer or typographer, so they really need to be all-rounders.
Q: Any words of wisdom for young art directors?
A: I think the most important thing is a love for the job. That passion will take you a long way. Every job is a challenge, be it a million-ringgit commercial or just a simple packaging job for a small name client. Be versatile. Don't be too dependent on the computer. Treat it only as a medium to work in, one that serves just as a tool of creative expression.
Q: Why didn't you consider film direction the next progression in your career, like most of your peers?
A: I've spent the last 20 years in the advertising industry, 14 of them listening to my wife asking me on the phone, "Are you coming home or not?". Even my kids were starting to call me Uncle Reggie! I felt it was time to switch gears and spend more time with them.
Q: Tell us about your favourite television commercial?
A: I don't watch much TV, but I do remember one particular ad that caught my attention, for an Ericsson palm-sized handphone. It had a woman sitting in a restaurant talking into her phone while the guy near her thought she was coming on to him. It was a pretty neat way to demonstrate the size of the phone.
Q: What do you think about the quality of art education in Malaysia?
A: Nowadays, there are a lot more choices in art colleges. The standard has definitely improved over the last few years due to greater competition.
Q: Can you teach conceptual thinking?
A: With the right tutor and a bright student, I believe it is possible.
Q: Who were your mentors when you started out?
A: When I was growing up, I admired what Johan Design was doing. I still remember seeing ads and brilliant design work with the JDA (John Design and Associates) mark tucked at the bottom corner of the ad, and I told myself that was where I wanted to be when I grew up.
Johan was very tough, but he taught me a lot about design disciplines. A few agencies after that, against the advice of friends, I put myself to the test once again with another art-driven agency, Wings BBDO.
Tan Sri Lim Kok Wing expected nothing but the best and challenged me in many ways. These two really toughened me up.
Q: As a cartoonist and author of several books now, do you see yourself venturing into publishing?
A: right now, I only do some design and advertising for selected clients. Whatever extra time I can find, I'm into merchandising and publications.
I'm taking things a set at a time - wish me luck!
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