Top creatives take note of ‘eureka’ moments

THE PHILIPPINES, NOVEMBER 2011: For advertising creatives, the biggest of big ideas come in the most unexpected places. And while smartphones nowadays provide ample space to store notes and reminders, some admen still choose to write down their notes on paper. “I reach for the closest napkin or parking receipt (to write on),” said Merlee Jayme, managing partner and chief creative officer of DM9 JaymeSyfu. The problem, though, is that these pieces of paper get lost in her bag and with them, the ideas.

 

Paper-lost-in-the-bag is fast becoming a thing of the past with the launch of Samsung’s newest smart phone, the Galaxy Note.  Four of the advertising industry’s top creative minds – Leigh Reyes (president and CCO, Lowe Philippines), Brandie Tan (executive creative director, BBDO Guerrero), Raoul Panes (executive creative director, Leo Burnett Manila), and Jayme – were invited to talk about their creative inspirations and how the Galaxy Note helps them in capturing “eureka” moments that sometimes come in the most unexpected places.

 

“The weirdest place I ever had a great idea was inside a church,” admitted Tan with a laugh. Panes, meanwhile, said that ideas come to him during long drives. “When I’m traveling, when I’m away from it all,” shared the soft-spoken creative. For Jayme, observing the comings and goings of other people inspire ideas, while Reyes said that a cup or two of tea can get her mind going. Taking down notes and big ideas is now easier with the use of the Galaxy Note and its own version of the stylus, the S-Pen.

 

The creatives said that while a stylus is an old concept, the pressure-sensitive S-Pen gives it a new dimension. Reyes gave the audience a glimpse of a drawing she had made using the Galaxy Note, while Tan and Jayme noted the merits of the S-Memo, a task manager and scheduler that can record different data inputs such as drawings and pictures, audio files, and text (either handwritten using the S-Pen or typed via the keyboard).