Kau Sern Hieu, Strategy Director at Starcom IP Malaysia (digital arm of Starcom MediaVest Group)

Your muse best comes when:  I’m in the shower. In fact, my best ideas come whenever I can clearly hear my thoughts - no distractions, no phones. I could be swimming and a eureka moment happens!

Your idea about the perfect working day:
- Start off my day with a set of breakfast for champions (eggs, sausage, toast and tea)
- Everything on my daily to-do list gets checked off.
- No emails or calls from my finance department.
- My team, especially the juniors, takes ownership and rise up to the challenge.
- I come across a kick @$$ strategy to solve an immediate problem. Bonus if it comes from my team!
- Being an inspiration to others and vice versa.

What needs to be changed/improved in order to achieve ultimate engagement with users?  Clearly defined engagement metrics even before the campaign begins. For this to happen, agency and client needs to work closer. If not, we will fall back to the unreliable click-through rates.
Also, the creative agency needs to start thinking from a user’s perspective rather than constantly coming up with intrusive ad placements ideas in the name of impact.  In summary, my perfect engagement campaign should be able to influence purchase or lead to purchase. 
 
Favourite brand experience:  HP TouchSmart PC

In terms of creative, it’s very fresh. Good use of 3D animation without over indulging in it. Plus, it makes full use of the space given especially when a user launches the tab functions.  Speaking of tabs, the tabs are very clearly labeled. More importantly, it’s functional and straight to the point. Best of all, it has a tab which leads users to a purchase opportunity.

Ideas for what could have been improved:
- To have a data capture form to capture leads eg. “I am interested. Please call me.”
- Users able to download a pdf file of the specs, right off the banner itself.