Post by NZBC on Jun 8, 2013 18:32:57 GMT 12
Antony Young —
平地村
平地村
平地村
平地村
Pindi village CEO for Optimedia International, based in New York.Antony (Ants, as he is known as) grew up in the Eastern Suburbs of Wellington, the product of Nelson & Millie (nee Chan) Young. His grandfather on his father’s side was Young Low and his grandmother whom he knew only as Daddy Por Por was originally from Ping Dee village 平地村 in Guangdong province, and came out to New Zealand in the early 1920’s. Young Low was a foundation member of the Tung Jung Association in 1926. His maternal grandfather Chan Yin and his wife, whom Ants knew only as Mummy Por Por were from Hargee 下基村 also in Guangdong
Province. His father Nelson was born in Timaru in 1923 and his mother Millie was born in Ohakune in 1932.
Ants was the youngest of five siblings with four older sisters Anita, Maria, Tina and Sally.
His father for many years owned and ran the Miramar Fruit Supply on Park Road in Miramar later shifting over to
the Churchill Drive Fruit Supply in Crofton Downs.Being the only son Ants grew up doing the typical things kids
from fruit shop families do - i.e. bagged potatoes at 40 cents an hour, and trimmed cabbages with those large
machete-like knives ... he thinks that if one of those knives were put into the hands of a nine year old boy thesedays he would receive a visit from Social Services!Ants attended Rongotai College in Wellington, and had four and a half not particularly remarkable years there.
He wasn’t necessarily the brightest student but it was a school that espoused discipline, competitiveness and
teamwork. Some of those qualities fortunately stuck with him. While in the sixth form, he remembers meeting with
the careers counselor ... Mr. O'Byrne who also doubled ashis maths teacher. Knowing his father wanted him to be an accountant, he asked his teacher if he had any brochures. After a brief explanation Ants knew that a
ccountancy was not for him. He then asked his teacher whatother ideas was an option for him and Mr. O'Byrne s
tarted to flick through his careers advice folder went to the next page still in the ‘A section’ and Ants stopped him on Advertising. He seemed to recall that the Ad Agenciesin Wellington drove nice European Cars and dined at the most trendiest restaurants and he remembers saying ...
“that's what I want to do”.Flicking through the newspaper one day he came across an ad for a job with Campaign Advertising and applied for it. The interviewer said, "we couldn't read your handwriting on your letter so we decided to call you in." Then and there advertising seemed to be what Ants was cut out for. Thinking quickly, Ants somehow sold himself as the right guy for the job. The hardest thing about it was telling his father he wasn't going to be an accountant(although he made up for it years later by marrying
one!) It was also hard to tell his teachers that he was dropping out of school. Ants did have doubts with his
decision as leaving mid way through the seventh form and skipping university wasn't exactly the smartest idea.
At times, he questioned that decision ... a somewhat of a spur of the moment. Making life career decisions at17 ... it shouldn't be allowed. At 17, you aren’t even qualified to go to a pub or vote in an election, but somehow
you are old enough to make decisions that affect the rest of your life.
Fortunately, advertising seemed to agree with him. He moved on to work for Colenso Communications the
agency famous for making the Crunchie, Toyota and Bank of New Zealand Ads. He worked with some of the
most colorful, talented, yet down to earth people in the business. He still has fond memories of that
agency.
An opportunity came to work in Hong Kong with Saatchi & Saatchi as their regional media director. At
this point,people asked him "what exactly does a media director in an agency do?" We know what a creative person
does- they make the ads right? We sort of know what an account manager does - they take care of the client. But a media director? To be honest, Ants says, my wife still isn't that clear. Essentially, what Ants does
is help clients decide what are the best ways to promote products and services; and then work with TV companies, newspapers, magazine publishers and websites to negotiate advertising space and marketing programmes.
He was completely under-qualified for this job in Hong Kong. People with many more years experience
and much better knowledge of their local market place were asking him what they should do. Ants came from a jo
b in Wellington having just 7 staff, to managing a regional operation with over 300 staff reporting to him! This
is where he learnt some valuable lessons in management. First, you have to be confident ... even when you are scared of doing the wrong thing! Secondly, ask people for advice and particularly your staff what they think? The chances are ... they usually know what's needed; and are surprised whensomeone from management asks them, listens and actually follows through. Thirdly, be optimistic and encour
aging -- he had found enthusiasm can make up for a lot of deficiencies. Lastly, roll up your sleeves and get your hands dirty. No one appreciates a know-all that just orders people around!
By following that advice Ants got through a lot of tight spots and rather astonishingly they promoted
him to CEO ...probably as much to do with being in the right place at the right time. Ants spent seven years in Asia working across China, Japan, India and South East Asia and in thattime essentially setting up the operations of Zenith Media - a specialist media advertising agency and sister company to Saatchi & Saatchi. He and Nancy, his wife,thought they would probably stay in Hong Kong for the duration,then he was asked if he wanted to relocate to London to manage the UK office.
Ants never quite did the OE (overseas experience) thing to London being so wrapped up in his career back in New
Zealand. He recalls rather enviously following the journeys of friends that had managed to Contiki their way around Europe and stories of 'dossing' out in a fellow Kiwi's lounge in some flat in Earl's Court or similar.
Ants and Nancy spent four years in London and managed to get to just about every All Black game
at Twickenham. They lived in Wimbledon and went to the tennis each year. Their children developed real posh British accents and did the Kiwi thing and flew to different spots on each Bank Holiday.
While in the UK, Ants actually wrote a book. You wouldn’t have heard or readabout it. Actually not many people did! ... it was called Profitable Marketing Communications– a book on marketing . Ants said that if he divided what he made inroyalties by the number of hours he spent writing it – he would have probably done
better by bagging spuds all those years ago! It made him a smarter person and he got to do a few lectures at some universities – not bad for someone who never managed to make it there as a student.
Just as Ants started to become settled, his company mentioned there was a role in New York and asked if Ants wanted to take it on.He dreaded telling Nancy after having dragged her half way around the world, he had promised her that the next move would be back home. After beating around the bush,he finallybroke the news to her and waited cautiously for her response. She said ...“you’re in the advertising business and
you ‘ve got an opportunity to work in New York ... are you kidding, you’ve really got to do it.”
So they moved again.They live in Summit, a small leafy town in New Jersey and Ants drives into Manhattan each day. It’s a great city and a fascinating place and time to be working in the advertising and media industry. Sometimes Ants had to pinch my-self to make sure that he is actually there doing what he is doing. These days no major ad agencies are actually located in Madison Avenue, but Ants offices are located in fashionable Soho which is right by Greenwich Village.
Ants clients are some of the most influential global brands which include Sony, Coca Cola, L’Oreal, T-
mobile,McDonalds, Procter and Gamble and Toyota.He also launched one of the first media agencies in
China which grew to be number one in the market.
Their children Daniel (13), Hayden (11) and Becky (10) now speak with American accents and do the American things like celebrate Thanksgiving,Halloween and perform at the school productions. Other than that, life isn’t
so different to Wellington other than every once in a while they might take ina show in Broadway or go to a Knicks game. Ants currently writes a column on brand media strategy for Advertising Age.
We’ve come this far, but we always believe how lucky we are coming fromNew Zealand, and by in large wherever we’ve travelled to , most people seem to agree with us.— Ants
This article was written by Gordon Wu with informat ion supplied by Ants Young
www.tungjung.org.nz/images/stories/newsletters/2010/winter_2010.pdf
平地村
平地村
平地村
平地村
Pindi village CEO for Optimedia International, based in New York.Antony (Ants, as he is known as) grew up in the Eastern Suburbs of Wellington, the product of Nelson & Millie (nee Chan) Young. His grandfather on his father’s side was Young Low and his grandmother whom he knew only as Daddy Por Por was originally from Ping Dee village 平地村 in Guangdong province, and came out to New Zealand in the early 1920’s. Young Low was a foundation member of the Tung Jung Association in 1926. His maternal grandfather Chan Yin and his wife, whom Ants knew only as Mummy Por Por were from Hargee 下基村 also in Guangdong
Province. His father Nelson was born in Timaru in 1923 and his mother Millie was born in Ohakune in 1932.
Ants was the youngest of five siblings with four older sisters Anita, Maria, Tina and Sally.
His father for many years owned and ran the Miramar Fruit Supply on Park Road in Miramar later shifting over to
the Churchill Drive Fruit Supply in Crofton Downs.Being the only son Ants grew up doing the typical things kids
from fruit shop families do - i.e. bagged potatoes at 40 cents an hour, and trimmed cabbages with those large
machete-like knives ... he thinks that if one of those knives were put into the hands of a nine year old boy thesedays he would receive a visit from Social Services!Ants attended Rongotai College in Wellington, and had four and a half not particularly remarkable years there.
He wasn’t necessarily the brightest student but it was a school that espoused discipline, competitiveness and
teamwork. Some of those qualities fortunately stuck with him. While in the sixth form, he remembers meeting with
the careers counselor ... Mr. O'Byrne who also doubled ashis maths teacher. Knowing his father wanted him to be an accountant, he asked his teacher if he had any brochures. After a brief explanation Ants knew that a
ccountancy was not for him. He then asked his teacher whatother ideas was an option for him and Mr. O'Byrne s
tarted to flick through his careers advice folder went to the next page still in the ‘A section’ and Ants stopped him on Advertising. He seemed to recall that the Ad Agenciesin Wellington drove nice European Cars and dined at the most trendiest restaurants and he remembers saying ...
“that's what I want to do”.Flicking through the newspaper one day he came across an ad for a job with Campaign Advertising and applied for it. The interviewer said, "we couldn't read your handwriting on your letter so we decided to call you in." Then and there advertising seemed to be what Ants was cut out for. Thinking quickly, Ants somehow sold himself as the right guy for the job. The hardest thing about it was telling his father he wasn't going to be an accountant(although he made up for it years later by marrying
one!) It was also hard to tell his teachers that he was dropping out of school. Ants did have doubts with his
decision as leaving mid way through the seventh form and skipping university wasn't exactly the smartest idea.
At times, he questioned that decision ... a somewhat of a spur of the moment. Making life career decisions at17 ... it shouldn't be allowed. At 17, you aren’t even qualified to go to a pub or vote in an election, but somehow
you are old enough to make decisions that affect the rest of your life.
Fortunately, advertising seemed to agree with him. He moved on to work for Colenso Communications the
agency famous for making the Crunchie, Toyota and Bank of New Zealand Ads. He worked with some of the
most colorful, talented, yet down to earth people in the business. He still has fond memories of that
agency.
An opportunity came to work in Hong Kong with Saatchi & Saatchi as their regional media director. At
this point,people asked him "what exactly does a media director in an agency do?" We know what a creative person
does- they make the ads right? We sort of know what an account manager does - they take care of the client. But a media director? To be honest, Ants says, my wife still isn't that clear. Essentially, what Ants does
is help clients decide what are the best ways to promote products and services; and then work with TV companies, newspapers, magazine publishers and websites to negotiate advertising space and marketing programmes.
He was completely under-qualified for this job in Hong Kong. People with many more years experience
and much better knowledge of their local market place were asking him what they should do. Ants came from a jo
b in Wellington having just 7 staff, to managing a regional operation with over 300 staff reporting to him! This
is where he learnt some valuable lessons in management. First, you have to be confident ... even when you are scared of doing the wrong thing! Secondly, ask people for advice and particularly your staff what they think? The chances are ... they usually know what's needed; and are surprised whensomeone from management asks them, listens and actually follows through. Thirdly, be optimistic and encour
aging -- he had found enthusiasm can make up for a lot of deficiencies. Lastly, roll up your sleeves and get your hands dirty. No one appreciates a know-all that just orders people around!
By following that advice Ants got through a lot of tight spots and rather astonishingly they promoted
him to CEO ...probably as much to do with being in the right place at the right time. Ants spent seven years in Asia working across China, Japan, India and South East Asia and in thattime essentially setting up the operations of Zenith Media - a specialist media advertising agency and sister company to Saatchi & Saatchi. He and Nancy, his wife,thought they would probably stay in Hong Kong for the duration,then he was asked if he wanted to relocate to London to manage the UK office.
Ants never quite did the OE (overseas experience) thing to London being so wrapped up in his career back in New
Zealand. He recalls rather enviously following the journeys of friends that had managed to Contiki their way around Europe and stories of 'dossing' out in a fellow Kiwi's lounge in some flat in Earl's Court or similar.
Ants and Nancy spent four years in London and managed to get to just about every All Black game
at Twickenham. They lived in Wimbledon and went to the tennis each year. Their children developed real posh British accents and did the Kiwi thing and flew to different spots on each Bank Holiday.
While in the UK, Ants actually wrote a book. You wouldn’t have heard or readabout it. Actually not many people did! ... it was called Profitable Marketing Communications– a book on marketing . Ants said that if he divided what he made inroyalties by the number of hours he spent writing it – he would have probably done
better by bagging spuds all those years ago! It made him a smarter person and he got to do a few lectures at some universities – not bad for someone who never managed to make it there as a student.
Just as Ants started to become settled, his company mentioned there was a role in New York and asked if Ants wanted to take it on.He dreaded telling Nancy after having dragged her half way around the world, he had promised her that the next move would be back home. After beating around the bush,he finallybroke the news to her and waited cautiously for her response. She said ...“you’re in the advertising business and
you ‘ve got an opportunity to work in New York ... are you kidding, you’ve really got to do it.”
So they moved again.They live in Summit, a small leafy town in New Jersey and Ants drives into Manhattan each day. It’s a great city and a fascinating place and time to be working in the advertising and media industry. Sometimes Ants had to pinch my-self to make sure that he is actually there doing what he is doing. These days no major ad agencies are actually located in Madison Avenue, but Ants offices are located in fashionable Soho which is right by Greenwich Village.
Ants clients are some of the most influential global brands which include Sony, Coca Cola, L’Oreal, T-
mobile,McDonalds, Procter and Gamble and Toyota.He also launched one of the first media agencies in
China which grew to be number one in the market.
Their children Daniel (13), Hayden (11) and Becky (10) now speak with American accents and do the American things like celebrate Thanksgiving,Halloween and perform at the school productions. Other than that, life isn’t
so different to Wellington other than every once in a while they might take ina show in Broadway or go to a Knicks game. Ants currently writes a column on brand media strategy for Advertising Age.
We’ve come this far, but we always believe how lucky we are coming fromNew Zealand, and by in large wherever we’ve travelled to , most people seem to agree with us.— Ants
This article was written by Gordon Wu with informat ion supplied by Ants Young
www.tungjung.org.nz/images/stories/newsletters/2010/winter_2010.pdf