MANILA, PHILIPPINES — Connecting to people. On November 12, 2019, the speakers that shared their insights to the enthusiastic students of the School of Creativity at University of Santo Tomas, although come from different industries and backgrounds, shared that one same sentiment of the importance of creating content, events, and marketing that will resonate and connect with its intended audience in their respective presentations. In perhaps the biggest School of Creativity leg in 2019, the attendees from UST all came in with open minds and eager spirits, and came out with a truckload of inspiration and learnings.
The first speaker of the day was GIGIL Creative Partner Herbert Hernandez who talked about the secret behind the young independent agency’s success in creating campaigns that go beyond the advertising norm. From the very beginning of his talk, he made it clear that people do not like advertising, so it’s the advertiser’s job to create something they would want to consume in order to get the message across. These are content, films, memes, and the like, which he exhibited by showcasing the campaigns GIGIL has released since its establishment a few years back.
And gigil (the Filipino word — not the Filipino agency), is something very important if you want to succeed in whatever it is you want to be good at, he emphasized. The word is also very Filipino as it doesn’t have a direct translation to English. Its closest interpretation would be passion, or grit, but it’s still not exactly the same. “Marami ang magaling, pero ilan lang ang gigil (A lot of people are good, but only a few are gigil)”, he stated. He concluded by making a point on the importance of collaboration, especially in creativity: “Don’t let your limitations hinder your passion.”
The middle part of the class was dedicated to underlining the role of events management in marketing, or connecting with a brand’s target market. First we had Adette Guevarra, General Manager of MME Connections who shared her expertise on mounting major brand events from scratch and making sure the audience gets a memorable and compelling experience from its interaction with the brand — from pre-event to post, every touch point with the consumer is a vital ingredient in building up and developing a relationship between the brand and its market. She also emphasized the need to be a hard worker and a smart worker, noting that it’s not enough to just be attributed to one.
She was followed onstage by Arex Nada, the Head of Marketing and Communications at Organique California, Inc., who continued the conversation on the importance of holding events in creating and maintaining a strong relationship with one’s audience or target market. He started by stating how critical doing market research is in planning events, as it is the stage where you will identify and understand the needs and desires of the people. From this, the idea follows. He also pointed out that event managers or organizers need to always think of the worst case scenarios and prepare for it, as it is inevitable that the unexpected will happen when it comes to mounting events, especially because of the several external factors affecting its success.
Lastly, the whole-day affair ended with Mike Acosta, Managing Director at The Loop Digital Marketing, who crafted his talk by sharing his own digital purchasing journey — from when the need arose to actually making a purchase, albeit it not being what he originally intended to buy (he said that’s a common thing when shopping online). In between all the touch points he shared in which he was presented with a brand (through top of mind searches, classic ads, and word of mouth), he gave some pretty valuable nuggets on marketing, especially in the digital space.
Firstly, “Always think if you sound like anyone else. If you do, then you’re not marketing at all.” Needless to say, marketing is all about unique ideas and engaging content. That bit, we don’t need to repeat. With that, here are some things to keep in mind when designing campaigns:
- Consider that everyone in this room is a consumer.
- We are conditioned to skip ads.
- Everything online is engineered to be there.
- Do not underestimate the power of digital influence.
- If you learn to love your data, you can data-fy everything.
- We are talking to people first, platforms second.
- 90% innovation, 10% wildcard — because who knows?
- Bechmark against yourself. Outdo your past, not someone else’s present.
- Build principles on how to optimize.
- Rules can optional. So think above and way beyond the box.
All in all, the day’s session wrapped around the key to connecting with people in all aspects of advertising (creative content, events, and digital marketing) with 4 professionals who come from very distinct parts of the advertising world. This proves that no matter the profession, or the industry, connection is everything.
#SOCxUSTJMA is organized by adobo magazine and our student partner org ; co-presented by ; and powered by our event partners , , , , , and .