About the Director

Justin Theng

ALSOF Publishing’s owner has led creative strategies for some of the world’s most celebrated ad agencies. But through the course of driving creative direction and brand recognition for these companies, he was struck by a realisation.

 

Mass advertising could make a sale, but it couldn’t get to the heart of what people really wanted: a narrative they could believe in.

That sentiment drove him to make a career pivot toward customer-centric marketing. This is his story.

11

International Awards

And numerous nominations and notable features in the press.

Advertising. Where It All Started.

 

Justin launched his career as a Digital Art Director for boutique advertising hotshop – The Monkeys (formerly Three Drunk Monkeys). The agency pioneered in content marketing strategy—just as the field was at a pivotal point of growth.

Over the years that followed, Justin led many successful ‘above-the-line’ television and print ad campaigns. Here are some of his ads:

Pat Rafter vs Michael Clarke
Bonds

Two Australian legends go head to head in a game they’ve clearly made up. Directed by Oscar winner, David Deneen at Film Graphics.

Shoot, Share, Store
Panasonic

The Panasonic SD card technology that was new at the time, so easily slotted into any Panasonic HD device. A little too easily.

No Fear
3 Mobile

With a launch of an unlimited calling and data plan, the campaign imagined the feeling of never getting hurt, and living fearlessly.

But Justin always felt that something was missing.

 

And then, that realisation: real people want real stories. It’s the reason why television and the cinema exist.

Stories mimic real life, but commercial breaks during a favorite television show interrupt the story and often get tuned out. When a sale does happen, there’s no way to trace it back to the commercial to prove its effectiveness.

 “I used to cringe whenever a client asked for a business solution and the agency returned with yet another funny TV commercial. One of my most successful TV campaigns wasn’t very ‘creative’ (wacky advertising) at all. Yet it was the most profitable ad despite all the funny, ‘creative’ and ‘idea-driven’ campaigns they did that year. Which means, it worked.

A Career of Innovation

At world-renowned agencies like The Campaign Palace and DDB (Doyle Dane Bernbach), Justin creative directed, devised and executed strategies for the likes of; McDonalds, Volkswagen, Tourism Australia, Red Cross, Coca-Cola, BlackBerry, ABSOLUT Vodka, Kellogg’s and Microsoft.

 

Justin became one of the youngest people in the industry to ever take the title of ‘Creative Director’ – a leadership role at the helm of ‘Madmen’ style agencies.

 

Every step along the path has been one step closer to discovering his true passion and calling: effective storytelling and people. He has spent his career exploring the intersection of technology and customer motivation.

Even in the domain of TV, he worked alongside Jim Frazier to create a bespoke camera lens that could translate the visceral experience of the taste sense using only visuals and audio.

Despite this, he knew that TV wouldn’t be the medium that drove the future of marketing.

The Pivotal Moment

The Youtube Symphony Orchestra and Tourism Australia

Dabbling on the banks of digital transformation just as it was starting to take off, Justin quickly realised that the greatest opportunities lie in digital marketing. His experience in marketing and advertising enabled him to see that stories were at the heart of the customer (and human) experience. And that it was exactly what was missing from mass marketing. A pivotal moment occurred in 2011 when he created the multi-award winning campaign for Tourism Australia and The Youtube Symphony Orchestra.

Facebook and Telstra Partnership

In the advent of social media and digital transformation, personalisation became not only possible but necessary. One innovation that was born of this realisation was a world-first at the time: Voice Status Updates on Facebook. The idea was such a success that Telstra made it a standard feature of their phone plans across that entire market segment.

The Success That Followed

1x Grand Prix at IAB Awards (Internet Advertising Bureau)

"Best of Show"

1x Gold at IAB Awards

"Best in Social Media"

1x Finalist at Cannes

"International Cyber"

1x Gold at WMA Worldwide Internet Advertising

"Best Integrated Digital Campaign"

1x TED Finalist

"Ideas Worth Spreading"

6x Silver at AdFest

"Digital Craft"

1x Bronze at ADMA (Australiasian Data-driven Marketing Awards)

"Digital Marketing"

1x Finalist at One Show

"Interactive Nomination"

1x Mumbrella

"Agency of the Year"

1 x Adnews

"Agency of the Year"

1x B&T Awards

"Agency of the Year"

1x HubSpot Impact Awards

"Up-coming Agency of the Year Asia Pacific"

Story-Telling & Content Marketing

 

Marrying his expertise and creative prowess in content, design and storytelling, Justin’s focus shifted entirely to the digital realm—and ALSOF Publishing was born. The journey of Justin’s professional career has been marked by invaluable experience, notable nods and transformation that happened as fast as the digital environment allowed. 

Today.

But through it all, he’s remained true to his motto:

It’s always about people.

That’s become the cornerstone of his career, and the foundation that ALSOF was built on.