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Creativity in Advertising 

The School of Communication from the Faculty of Social Sciences at Quest International University (QIU) hosted a Webinar titled “Think & Act like a Pro: Creativity in Advertising” on October 17. The two-hour online session featured Najman Syah Jumaadi, Creative Director of ASTRO; Nas Nawi, Founder / Creative Director of Studio Akar; and Jacky Hussein, Creative Group Head of Leo Burnett Malaysia.

Moving towards digitalisation, businesses, be it small or big, are utilising new media to market their goods and services.

The Founder / Creative Director of Studio Akar, Nas Nawi explained that the difference between conventional media and new media is that both have their own significant values. It depends on what the advertiser wants to achieve. 

“In fact, broadcasting your product or business digitally is cost-effective. In addition, it creates an opportunity for exchange of ideas and encourages participation. Hence, more input,” he highlighted.

 

Why use digital advertising?

It’s convenient as it can be accessed at any time and in any place. Not only is the process mobile and scalable, but the diversity also allows you to reach larger audiences at a lower cost. 

The way to solve a problem with a flick of the wrist is when you incorporate creativity and the right strategy. Nothing could go wrong!  

Take into account that having ideas won’t work without strategic thinking. “Creativity and strategy is like a mirror image, you have to be logical, analytical, imaginative and intuitive to solve problems,” Najman said.

A vision without a strategy remains an illusion – Leo Bolman, author, scholar, consultant and speaker

When asked how to get the right creative ideas from the right strategy, Najman said, “‘Ask the right question and you shall get the right answer’’ quoting Ali Mohammed, the Chairman Emeritus of Leo Burnett.

“What we do is important to help shape society and to deliver an important message,” he added. 

You can be the most successful employee at your company, nonetheless, a good rule of thumb is to think business, understand your product and learn your market. “Remember, clients buy business ideas NOT your ad ideas,” said Jacky, the Creative Group Head of Leo Burnett Malaysia.

Jacky stressed on the need to apply both visuals and words in advertising as it enhances the impact of the ad. “Art directors work hand-in-hand with copywriters in creating and conceiving ad content,” she expressed.

Visit QIU’s Facebook for more updates! 

 

Gisele Soo

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