Advertising has become part and parcel of our everyday life that helps us make essential purchase decisions in our life. It plays a role to inform and persuade us to tell us about a particular product or service. It has pervaded every form of medium including traditional media and non-traditional media. It is one of the tools in marketing that plays an important role in both the lives of both the marketer and consumers.
Over the years, with improving technologies and methods of communication or communication channels evolving from print advertising, radio advertising and TV commercials to social media, communication with target audience has become more personalised and more creative.
Coming up original award-winning ideas are getting more and more challenging and ideas are the root of a great advertising campaign. It’s been said that everything that could have been said or done has already been said and done. The key to keep ideas fresh is to keep ourselves connected to our target audience and to understand them like we do the back of our hands as well as how they respond to different communication messages and different communication channels.
At The One Academy, the Advertising and Graphic Design syllabus is curated to ensure students are continuously exposed to great advertising that they may study its characteristics, understand the creative process and stay inspired. As part of its ‘Masters Train Masters’ coaching philosophy, The One Academy also collaborates with the world’s best multi-award winning advertising agencies and engage its executive creative directors to speak to its students.
Each speaker engaged have decades of experience in the advertising industry and have led their agencies to win multiple awards such as Thomas Kim, ECD for Cheil Worldwide, Korea, who was ranked No. 8 according to the Directory Big Won Rankings; Tan Chee Keong, Asia’s No. 7 in Top 20 Most Awarded Creative Directors in Asia who was also The One Academy graduate; Gigi Lee, Y&R Malaysia’s Award-Winning Executive Creative Director; Alvin Teoh, NagaDDB’s Highly Decorated Executive Creative Director; and more.
Through various sharing sessions and workshops, students not only engage and interact with these industrial experts but also find that their understanding for the craft of advertising deepen while learning that advertising campaigns emulating the voice of their target audience and creatively executed are ones that have a higher potential to be popular among their intended audience.
It is most vital that those who are passionate and committed to improve the craft of advertising to constantly expose themselves to their surrounding world, understand people with not just their head but their heart in order to keep the well of ideas constantly full.
After all, advertising is more than a marketing tool. Advertising is about the people and everything they are. And since we are at this topic on advertising, which are your favourite advertisements? Do you know why? Have you ever thought of setting up a career in the exciting world of advertising?