In a move that surprised many, Sim Wong Hoo, Chairman and CEO of Creative placed a full page advertisement in Singapore's top selling newspaper as a tribute to Apple's ex-CEO Steve Jobs.
The ad which cost about U$14,000 was described by a Creative spokesman as "simply a tribute to Steve Jobs from Mr Sim personally". The ad reads: 'Thank you for the great lessons. Thank you for the great products. Thank you for bringing a bit of us to the whole world.'
Reactions to the ad were mixed though most were positive. Most felt that it was a "gentlemen" and "classy" move on Sim's part for his personal tribute to Steve, while others question if the line "bringing a bit of us to the world" is a reminder to all of Creative's ZEN Patent victory against Apple. Whichever is the case, Creative seems to be the winner at the end of the day with the intense media converge (there was a half page coverage of the ad in the papers today which you can read about it here) with many others on Twitter and Forums discussing this ad.
Dave Bullard, editor-in-chief of Macworld Australia, believes that Sim’s decision to take out the ad in memory of Jobs was done with honourable intentions. “After the legal action of 2006, Creative took an ‘if you can’t beat ‘em, join ‘em’ attitude and started working with Apple in the Made for iPod program, and has made some excellent peripherals for Macs, iPods, iPhones and iPads over the years,” he was quoted saying in Marketing Magazine Australia interview. Cnet Asia also described the ad as a "creative and tasteful move by Sim".
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