MANILA – Last April 7, 2018, over 200 students from De La Salle University (DLSU) attended the event ‘School of Creativity’ that was presented by adobo magazine and co-presented by Jollibee. The event was held at Natividad Fajardo Auditorium.
IN PHOTO: Steven Cruz, Senior Account Manager of MullenLowe Group Philippines.
Steven Cruz, Senior Account Manager of MullenLowe Group Philippines, was the first speaker to step on the podium. Cruz’s topic focused on technology trends in advertising. For Cruz, “text is limited in the way it conveys meaning” and “camera is now the new keyboard.” Smartphones are finally sophisticated enough to deliver genuine augmented reality. For mobile marketers, this technology opens up a whole new landscape of possibilities.
The explosion of digital–including its rapidly changing opportunities and challenges–will give challenger brands more than a puncher’s chance to become champions. “Through AR [Augmented Reality], brands bring their products alive, even when audiences don’t actually see them,” Cruz said. Moreover, AR makes advertising interactive, allowing marketers and advertisers to reach out to consumers in totally new ways.
IN PHOTO: Jeano Cruz, Senior Copywriter of GIGIL.
The Senior Copywriter of GIGIL, Jeano Cruz, was the second speaker to grace the podium to share stories about creativity in business. “For a brand, we marketed a perfume in a way that it smells like food. It was wacky, but client liked it nonetheless. It brought the brand to its highest reach in its online history,” Cruz shared.
Organizations today operate in a highly competitive, global environment, making creativity crucial. Creativity is what fuels big ideas, challenges employees’ way of thinking, and opens the door to new business opportunities. “Even in your personal brand, you have to be creative. In an easy-access-everyone-can-do-marketing digital world, your edge is your creativity,” Cruz said.
IN PHOTO: Miguel Lugtu, Graphic Designer and Art Director.
Miguel Lugtu, Graphic Designer and Art Director, was the last speaker of the event. He discussed how to build a brand as he shared his experiences with Rogue—first is to expect the unexpected and be prepared for anything as this applies to any work in the industry, second is to evolve with your audience, and third is to know that concept is key.
“Learn from everyone and everything. We can learn a lot from young people and it’s interesting to know their ideas,” Lugtu suggested. For him, people should not be intimidated of failure because “when [they] fail, [they] can learn from it.”
‘School of Creativity’ was organized by AdCreate Society with DLSU Council of Student Organizations.