MANILA, PHILIPPINES–Year after year, the Asia Pacific Tambuli Awards holds an insight-filled conference with adobo magazine, a tradition that has gone 5 years strong in the name of inspiring creativity. This year, though, a masterclass was launched instead to provide a more interactive learning experience for industry with the theme: Value of Creativity. Value of Brands. Ideas. Purpose. Results.
The adobo-Tambuli Masterclass aimed to answer the question on the true role and value of creativity today, its connection with brand purpose, and how the integration of both impacts results. To ensure that all sides of the equation are touched on, and all questions are answered, the lineup featured some of the industry’s most respected creatives, researchers and tech-savvy professionals to discuss the rising issue in advertising – several of which were also participating in the judging of the 2019 Asia-Pacific Tambuli Awards.
Opening with the APAC Tambuli Awards Overall Executive Jury Chairman, Ronald Ng (Global CCO of Isobar Worldwide), the masterclass started with the unique relationship between technology and brand work. As technology develops in sophistication, consumers tend to expect more – especially when it comes to a brand’s ability to satisfy their needs. This calls for a higher sense of responsbility among brands in both communicating with their consumers and solving their problems. Entitled “Forget Augmenting Reality if You Are Not Augmenting Humanity”, Ng’s session was focused on how brands and advertisers can work with technology to be more humane and solve human problems in more creative and effective ways.
Continuing the discussion on technology’s impact on brand work and advertising, Eric Cruz (Immediate Past Executive Creative Director of AKQA China) talked about how data fit in the equation. “Creativity in the Age of Data” explained data as an ingredient in making creativity work. Cruz showcased some astounding work of data-reliant campaigns that embody the topic pretty well, and also highlighted the impact of data-driven information to the level of creation we can do. From student loans to redesigning cities, and even to the introduction of a “digital city”, the connections he made were eye-opening and shows the endless possibilities of things we can create once we commit to listening to data.
Diving into the purpose of purpose next, APAC Tambuli Awards Humanity & Culture Executive Jury President Anne Rayner (Chief Solutions Officer, North Asia, SEA and the Pacific, CEO, Cambodia and Myanmar, Kantar) talked about what people want in connection to a brand’s purpose. Her session, “Purpose in Asia: What People Want”, connected the aforementioned concept of data to fulfilling what a brand aims to do and is ought to do. Going beyond the discussion on its profitability (which is actually pretty high), Rayner emphasized the need for brands to do good and to tackle human issues through their campaigns because it is an “expectation, not a bonus” – brands must be involved.
The conversation extended with APAC Tambuli Awards Media & Digital Executive Jury President David Porter (Vice President Media Asia, Africa, Middle East, Turkey & Russia, Unilever) who also highlighted the importance of purpose for businesses to be more effective, profitable and impactful in “Purpose Pays”. “Make sustainable living commonplace”, he stated in the beginning of his session as he showcased purpose-driven campaigns that have touched the hearts of audiences worldwide, and even those that have done so in the Philippine market. Porter made it a point to put the spotlight on the local Unilever campaigns that have communicated and delivered both the marketing objective and the overall purpose of the brand, stressing the significance of “localizing purpose” in the process.
Taking us deep into the very core of advertising, Paolo Mercado (Senior Vice President for Marketing, Communication & Innovation at Nestlé Philippines) stripped down the essence of agencies with “Ad Agency? Creative Agency? An Identity Crisis”. His session went through the evolution of advertising as he presented commercials and packagings from decades ago where straightforward messaging was still the way to go, and the campaigns of today that heavily rely on more captivating images and relatable stories. Mercado asked, “if everyone is creative, then what do creative agencies bring to the party?”. He urged everyone to go back to the core of advertising: persuasion. According to Mercado, a creative agency or an advertising agency is, in its core, a “persuasive agency” where creativity is used as its weapon of choice.
Driving the whole masterclass home was APAC Tambuli Awards Creative Executive Jury President, Josy Paul (Chairman and Chief Creative Officer, BBDO India) who talked about the importance of sensitivity in the responsibility advertisers hold. “You have to care about everything”, he passionately declared as he talked about all the topics advertising needs to touch on in telling the stories that people need to hear. His session, “Content is King. Context is King Kong”, pins context as the glue that binds stories together and injects a campaign with the power and impact it needs to truly resonate with its audience. An altruistic duty weighs on advertisers to unearth deep truths, not just through brainstorming but through “heartstorming” and even “soulstorming”, just to ensure that powerful stories are told, and are told well.
All the insights and lessons shared by the day’s speakers contributed to making the masterclass into a success. Over a hundred professionals gathered that day to redefine and revisit the meaning behind the craft of advertising and storytelling. With tools such as data, technology, purpose and truths taking the center stage, it was able to not only define but perhaps also shape the future of advertising in the country, and ultimately, the whole world.
A million thank yous to our event partners Asia Pacific Tambuli Awardsand University of Asia and the Pacific, our official venue partner Green Sun, our official production and exhibition partner ArtisteSpace Inc., and our sponsors Katapult Digital Corp., Unilever Philippines, Hineleban Farms, 8botanicals, Max’s Restaurant, iFlick Photo Booth, Auro Chocolateand Julie’s Bakeshop.
