MANILA – The third day of Learning Summit 2016, a three-day international summit on global trends and innovations in learning, which was recently held at the SMX Convention Center in Manila, was opened by two of advertising’s respected creative executives, Andrew Petch, Executive Creative Director of Ace Saatchi & Saatchi, and Chino Jayme, Creative Director of TBWA/SMP.
The session was entitled “Learning in 30 seconds” which pertains to the usual length of a traditional video and audio advertisement. The two easily charmed the audience made up of members of the academe, government leaders, and other industry leaders.
Petch engaged everyone by showing samples of TVCs which were as effective as they were entertaining to get his points across. He shared a creative’s process of condensing information and communicating these in a simple, focused, and convincing manner in a very limited amount of time. Jayme took on the digital side of advertising and shared his work and experiences in getting through the online clutter given even less than 30 seconds. He summarized his thoughts in three simple rules: short copy, simple art direction, and less cuts.
After their talk, the two interacted with the audience, and entertained questions during a 15-minute panel discussion. Hopefully, the audience were able to pick up strategies on how to compress long and boring learning/information materials into something short, succinct, clear, and effective.
