Branding & design

Chong Huang, Tay (28 of 30) Oral History of Wolff Olins.

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  • Type

    sound

  • Duration

    00:31:30

  • Shelf mark

    C1015/21

  • Subjects

    Branding

  • Recording date

    2002-01-25; 2002-03-12; 2002-04-12; 2002-09-12; 2002-09-16; 2002-10-01

  • Is part of (Collection)

    Oral History of Wolff Olins

  • Recording locations

    Wolff Olins offices, London

  • Interviewees

    Chong Huang, Tay, 1952- (speaker, male)

  • Interviewers

    Roberts, Melanie (speaker, female)

  • Abstract

    Part 28: Tape 14 (F12206) Side B: Continues talking about John Diefenbach's role as advisor to WO New York particularly in relation to marketing and PR- Kate Manasian working with JD on this- Targeting financial services, telecommunications and infocoms- JD's particular expertise in the airlines yet this area not a good match for WO's skills as well as lull in airline market at this time- JD's having good contacts that created interview opportunities but leading to little work- Unpacks why this might be- Speculating on lack of peer group American credentials as well as not listening carefully enough to American clients who were more conservative- Gives example of pitching for a job for JP Morgan Chase- Americans sometimes liking WO's more challenging approach and sometimes not- Gives the background to the 'Monday' project for Price Waterhouse Cooper and the impact both positive and negative on the New York office- Describes John Diefenbach as someone with great presence- JD's having to learn the Wolff Olins way in terms of communications- The difficulty of arriving at an appropriate title for JD-

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