With an illustrious career spanning over four decades, Mike Da Silva’s enduring success is a testament to his exceptional talent and dedication. Born in Adelaide, South Australia, Mike’s ambitions transcended the limitations of his hometown’s advertising agencies, prompting a move to London. There, he began as a Credit Control Manager for Castrol, rapidly accelerating his trajectory to become Sales Promotion & Advertising Manager for an impressive 2,000 Burmah petrol stations. Mike’s innate gift for marketing soon propelled him to manage substantial budgets and orchestrate high-profile campaigns for iconic brands, including James Bond, Miss Universe, and Disney. His remarkable ascent underscores the undeniable fact that talent and passion will always shine through, cementing Mike Da Silva’s reputation as a marketing powerhouse.
Upon returning to Australia, Mike Da Silva’s resolve to pursue Marketing Communications as his lifelong career was unwavering. This clarity of purpose has guided him ever since. Through his distinguished journey, Mike has collaborated with an array of esteemed brands. Notably, he reflects, “Qantas Airways remains my longest-standing client, with our partnership thriving for an impressive 40 years and counting.” This enduring relationship is a testament to Mike’s unwavering dedication. By transforming his passion into a pioneering enterprise, Mike emerged as the visionary CEO of MDSA Marketing Communications, his Sydney-based powerhouse that revolutionised the marketing landscape. The launch of the Dragons of Asia Awards in the year 2000 marked a pivotal milestone, recognising groundbreaking campaigns across the Asia-Pacific region. Today, the Dragons of Asia stand as a benchmark of excellence, celebrating innovative marketing strategies that leave an indelible mark on the industry.
Dubbed a “history-maker” in a seminal book chronicling the UK marketing industry’s evolution, Mike Da Silva’s impact has been nothing short of astronomical. As a trailblazer, he has steered iconic Australian brands like Qantas, Tourism Australia and Australian Merino Wool to success. A Founding Member of the Australian Promotion Marketing Association, Mike received the prestigious Life Achievement Award, a testament to his enduring legacy, followed by a Worldwide Marketing Hall of Fame award in Rio de Janeiro.
For 19 years, Mike chaired the Marketing Agencies Association GLOBES as Director, orchestrating and leading global judging worldwide (MAA) panels across continents, from the USA and UK to Russia, Canada, Australia, New Zealand, Brazil, and Argentina. During his tenure, he noticed a glaring gap in Asian representation, with sparse submissions, mostly from India, often hindered by inadequate development and presentation.
As Mike traversed Asia, sharing his expertise through public speaking engagements for MAA Worldwide and conducting Promotion Marketing Master-Classes for industry professionals, he witnessed firsthand the region’s exceptional marketing talent. Inspired, Mike launched an award programme to celebrate the ‘Dragons of Business’. In 2000, the (PMAA) Promotion Marketing Awards of Asia debuted, later evolving into the esteemed
Dragons of Asia.
From humble beginnings, the Dragons of Asia swiftly gained continental recognition. Notably, the Best Campaign in Asia claimed the coveted Red GLOBE for Best Campaign in the World four times within the first six years. Today, the Dragons of Asia honour outstanding marketing achievements in 23 countries, cementing their status as the
region’s premier result-focussed Awards Programme.
The Dragons of Pakistan came into being because of AdStreet’s expertise in event management and marketing. Syed Saad Hashmi, founder and CEO of AdStreet played a crucial role in bringing this groundbreaking event to life in Pakistan.
Mike’s tireless efforts have fostered groundbreaking partnerships with agencies and brand owners in all countries across Asia, encouraging their involvement with the Dragons.
Mike Da Silva’s remarkable career serves as a shining example of passion, hard work, and gratitude. Through selfless contributions, Mike has elevated the industry, introducing innovative ideas, guiding companies toward growth, and recognising outstanding achievements. His legacy extends far beyond his own success, inspiring a global community of marketers and leaving a monumental mark on the industry.