R/GA's Richard Ting on IP/Products Judging

By Carrie Cummings Posted on May 17, 2014

This year, The One Show is changing the face of advertising awards with the introduction of the Intellectual Property and Products category. The panel of judges comes from the cutting-edge agencies and design shops who are at the forefront of IP and Products. Some of the entries this year are pictured to the right.
We talked with Bronx-born juror Richard Ting, EVP, Global Executive Creative Director, Mobile & Social Platforms at R/GA about the new category, the rise of IP/Products in advertising and how to be the best in the game.
R/GA has really set the standard for IP and Products with its work for Nike. How has the FuelBand changed the way you view an agency’s role in creating intellectual property?
Developing great products and services requires a combination of strategy, branding, design and technology. Those are all capabilities that many leading agencies have, thus it places us in a great position to drive intellectual property development for clients. The FuelBand work continued to prove that agencies can provide value to brands beyond just marketing and communications. It also paved the way for many brands to realize that they should focus more attention on developing products and services that deepen their relationships with their consumers. Traditional 30-second spots aren't cutting it as a vehicle to consistently connect with consumers over a long period of time.
How does it feel to be on the One Show’s first IP/Products jury? What kind of work will stand out most to you?
It's an honor and a privilege since it's the inaugural class of this category and I'm humbled to be in such great company. The fact that this category has been created means a lot in itself and it signals the shift that is happening in the agency world. Agencies can play in more than just the communications world.
The work that will stand out the most will be the ideas, products, services and intellectual property that fulfill a consumer need and provide consistent and frequent value to the consumer. There are definitely interesting one-off products, but many are disposable experiences. I look for products that consumers will use daily—products with sustainable impact. The Nest thermostat is a great example because people that use it engage with it multiple times a week, and it becomes part of their daily routine. That’s the holy grail – something that brings value and is used on a frequent basis. Throughout the judging, we'll see a lot of really well thought out, designed and executed projects, but the key criteria that makes it a hit is if a consumer is going to use the product or service as part of their daily/weekly routine.
With product design and creation, how do you ensure you’re staying on brand messaging while also ensuring you create the best device?
 With every brand there's a story, a message, and an emotional feeling that consumers associate with it. In product design, your product still needs to align with those brand principles. The naming of the product, its form factor, its interface and color should all line up with the brand principles across all other communication touch points. The more the agency can make that product and interface iconic and own able, the better off it will be in the long run.
What’s something people would be surprised to find out about you?
I was born and raised in the Bronx, and I'm a proud product of the New York City public school system. In addition to my design/tech degrees, I also have a degree in economics. I also spent over 10 years of my life playing on various Ultimate Frisbee teams and league


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