John Ed De Vera, TBWA/Santiago Mangada Puno’s Creative Director, shares how they work at the Agency Design Team to produce creative designs and campaigns that are not only appealing to the eyes, but also hit the target market of brands.
In a video, De Vera explains, the team is in the business of creating ideas, specifically communication design. In this business, the key is a radically open creative collective.
This synergy is imbibed in their structure made of sliders. “The good thing about our structure is that we are sliders. The team gets to work on design requirements of all the agency’s brands, big or small. Being sliders, the team works on each of the creative collective’s design requirements, from corporate identity, brand collaterals and merch and shopper materials, activation and events.”
Not only that the team works in a creative collective, the approach taken must also be integrated and comprehensive. “There is a holistic approach to solving these tasks because the sheets aren’t just limited to a design brief, but it also includes a bigger perspective on the industry, the clients’ businesses in general, consumer insights, just like a regular ATL brief.”, De Vera states.
De Vera is behind outstanding campaigns of TBWA/Mangada Santiago Puno, like “Dirty Watercolor” made for ABS-CBN Foundation, “Feels” for Bench Barbers, “Geisha” for Tokyo-Tokyo, and “How to Survive a Break-up” for Smart Communications.
Here’s the full video:
