The School of Creativity at Colegio de San Juan de Letran was definitely one for the books not because of the earthquake that disrupted it, but because of the movers that inspired Letranites to become better advertising, communications and marketing professionals in the future.
Kicking off the #SOCxLetran was Melissa Torre, a brand strategy and communications professional, who talked about the shifting paradigm of the advertising industry to cater millennials.
Slide by slide, Torre painted the portrait of the Filipino millennials:
1. They prefer real than perfect
2. Experience is their currency
3. They are deficit spenders
4. They are an entrepreneurial generation
5. They are social media denizens
“Someday, when you’re working in marketing or advertising, you have to think how your brand will give these experiences to your consumers.”
During the Q&A session, Torre shared her humble beginnings as a planner/strategist and how she became a better advertising professional.
Torre’s talk was tailed by the Assistant Vice President of SM Development Corp, Ali Espina’s session: Where Does Print Stand in the Digital Age?
“The title itself almost tells us that one medium is up against the other or one medium is better than the other,” remarked Espina. However, he assured that, although not without its disadvantages, print is not dead.
“Print always edges out digital when it comes to credibility,” he stressed as he discussed through the strengths and weaknesses of each medium.
Espina also walked through the evolution of traditional channels into digital, including print, television and radio; attributing the transition to humanity’s dependence on convenience, connectivity, and customization. He then pivoted to ask the students that if print is dead, how come there are still newspapers, book stores, and magazine stands.
The third speaker, Che Ingles, captured the audience through her videos. She shared her journey as a writer and segment producer for GMA to putting up her own video production outfit inspired by her love for positive stories: Plus Side.
“Good news is everywhere, nobody is talking about it,” she said.
She emphasized that everyone has a story to tell and its power to change lives.
“It’s just a question of number one, looking for it, and determining kung paano mo siya gustong ikwento.”
She then shared how commercials can make someone reminiscent, and how films have always challenged one’s perspective on life because it is always more than just a story.
The #SchoolofCreativity ended with a jolt as the program was disrupted by an earthquake. Needless to say, the speakers have touched the Letranites’ minds, and kept them looking forward to a bright future.
The #SOCxLetran was organized by adobo magazine with student partners at The Letran Student Council; and was powered by Nature’s Spring, and Workbank.