TAGUIG – Rolling into one the adulting life, the digital space, and the world of marketing of a brands perspective on our leg of adobo class a School of Creativity, Co-Presented by Jollibee at Meridian International College (MINT) that was successfully staged together with MINT Junior Marketing Association on November 28, 2018 at MINT’s the playhouse.
Fast is a mainstream word to describe the current status of the digital space, our own personal space, and how even brands humanizes. Adapting or being human intersects best what describes the phenomenon that is going on right now. For this leg of School of Creativity, a well-curated set of speakers polished and tackled each accordingly.
First to hit the stage is the Executive Creative Director of McCann Worldgroup Philippines, Joe Dy, sharing his adult life and his experiences for 21 years in the world of advertising. Adulting is yet one hell of a ride in any kinds of field you are going into. But in the world of advertising, adulting is the last thing that you wanna do. A field where you would like to stay forever young, and the best part according to Joe is that in every brief, you get to play it around.
Joe shared 8 tips on how “not” to adult when you are in advertising. First, “Don’t work, play”. When you allow yourself think outside the box and play around a brief, you get to see new avenue unlocked and you make yourself play around the brand – giving you new ideas churned out of playing. Second, “Dare to be stupid” being corrected, to correct, and be correct lets you stay in your comfort zone. Try to come out and let your another ego out, creativity may come out sometimes because of stupid decisions. Third, “Try all the toys”, with the emerging platforms and ways to execute your idea, do not be afraid to take the options out there because in that way, you get to experience failure and success. Fourth one is “Question everything,” when you get the brief from the client, you get to thing of all the “what ifs” that could be possible for the brand. The fifth one is “The money will come,” when you are in the field of advertising, passion comes along its way. Everything starts from the bottom and one thing that would be coming on your way as you succeed in life, money will come along. Time will be your best friend. Sixth is “Don’t act your age,” the idea is that we leverage our thinking according to the needs of the brand. Not just thinking but we get to research the experiences that best fits the client. Seventh is “Stay a student,” learning never stops once you graduate on your designated field, once you explore the real world, you get to see the real learnings explore and be curious of your surroundings. Lastly, “Play well with others,” at the end of the day, stay afloat with yourself and keep everything on ground with your colleagues.
Second off is the Head of Social of Dentsu Aegis Network, Jim Guzman, wherein he talked about “The New Social Economy”. Currently, we are in the world where digital slowly eats the capability of the people to live – it can be in a good way and bad. Nowadays, social media is not for millenials anymore, it became as a mode of communication being used by your grandparents, your parents or even soon – your dogs, why not. These are a few of what we get to notice because of these changes: Everything we do on social needs to be paid, we cannot just stick to our raw audience when we are posting an ad or whatsoever, there are still other market or consumers that you wanna reach once you pay on that service. Next is that video is everywhere, the demand for video content in this era increases to full 100% – from VRs, Live videos, stories and the likes. Another one is we are going in dark social media, these are the platforms where data is difficult to be tracked – such as Viber, FB Messenger, Line, WhatsApp, and the likes. These are the hubs where millenials usually gather and connect to one another. A new platform for them to talk to one another on social media. Lastly, we’ve hit the social media peak. We are consumed already by the eagerness that we post everything on social media – from the food that you eat, from the moment you step out of the bathroom, from the viciousness you get from the hate comments to your fans, and a lot more.
Last to hit the stage is the Chief Marketing Officer of Samsung Electronic Philippines, Patrick Tolentino. Patrick shared what is the world of Marketing in the brand side. Marketing is defined as something that sells a product or service. But in this age, marketing gets to evolve and join the revolution of the media landscape by creating it as a tool to create positive changes. In his talk titled “Do What You Can’t”, he shared 5 things on how they do marketing in Samsung. First is when they are able to find deeper meaning to ordinary products. Samsung’s goal is to change the innovation – doing things that can’t be done and from that objective, they are able to create technology that will greatly change the way people do things. Next is when we inspire people to be better, there are people who keeps on telling us that we can’t do things the better way. They would always have something to say bad which demotivates you. That’s the good thing with the word “can’t” it motivates you. Third one is shaping the minds of the young ones. Difficult to deny the fact that we are swamped by the younger generation already – shifting the creative content the brand make to easily catch the emotional and spiritual affection of the consumers, especially the younger generation. Fourth, is when you are able to strengthen human relationships – at the end of the day, all that we do would lead to human connection. From the flowers that you give to your loved ones, even from the food that you share with your best friend. Just like a TV, the inches of it is more than the reach that we get with our family. Lastly, making this world a beautiful place. Cliche as it sounds but it is the role of marketing in our lives, making and creating things that will make our lives a little better.
