VIDEO: Sean Cummins on 'Best Job in the World' campaign

While judging the Hewlett Packard-sponsored reality show HPSpace in Singapore, Cummins spoke about how the tech giant had found a fresh way of delivering branded content on television and online.

“Creating content for television and now streaming online is nothing new - it’s very much back to the future,” says Cummins. “Back in the Fifties and Forties soap companies, and that’s why they are called soap operas, were making their own television programmes.”

On the success and ramifications of the ‘Best Job in the World’ campaign, Cummins advises that brands and marketers should stop worrying about online channels and instead focus on a good idea and what they want to communicate first.

“In boardrooms all around the world, people are saying - give me a ‘Best job’, I want a ‘Best job’, do what ‘Best job’ does - and it’s not a formula. The beauty of the ‘Best Job’ campaign was the idea and it was relevant to the task at hand.”

Cummins goes on to talk about creativity in organisations, the role of a creative director and where creative standards and benchmarks ought to be heading in Asia.

“What concerns me is that Asia is trying to follow the world and trying to, in essence, parody or paraphrase a global/pan-global style. I think the best approach for Asian creativity is to do their own thing and find their own voice.”

Last year Cummins left his role as SapientNitro chief to take a break from the advertising industry. Speaking about his future plans, he admits that he might return to an agency but is currently enjoying the opportunity to meet people and explore different opportunities.

“I’m available for clients and agencies all around the world if they’re stupid enough to hire me,” he jokes. “I’m just going to have fun and freewheel for awhile.”