MANILA – Winning an award is one of the many goals of a young creative working in an advertising agency. With the number of metals displayed in agency offices, no creative would deny aiming to win one of those coveted trophies.
Better than Ever Raw School tackled last September 4 the secrets to winning awards. Experienced creatives from the industry, including DM9JaymeSyfu art director Biboy Royong, IXM CEO Third Domingo, Publicis JimenezBasic art director Kulas Abrenilla, Aspac Advertising chief creative officer Joey Ong and adobo editor-in-chief Angel Guerrero, shared their battles and triumphs in award shows.
In her talk, Guerrero shared how adobo magazine started out and how it continues to celebrate creativity not only in the Philippines but also around the world, giving every young creative inspiration to work harder in improving the quality of advertising and creativity in the Philippines.
Four-time young creative winner Abrenilla shared how winning in young creative competitions shaped him. He also recalled how he won his first competition because of luck – where the first and second placers were disqualified in the competition.
Raw School principal Domingo spoke about winning awards from two perspectives: Higher Moral Ground and Honest to a Fault. He pointed out the difference between what is currently happening in the industry in terms of winning awards and what should really be done.
Ong, on the other hand, Ong shared how he started as a young creative full of enthusiasm and passion for his work. Recalling his times at J. Walter Thompson where he used to present every idea he had to his ECD, he realized that if one has an idea he should be the one taking the effort to make it happen.
Royong inspired young creatives to pursue their craft and push excellence. In doing so, Royong said that the awards will follow. He shared that it is necessary to study and learn everything about advertising to better understand the industry that they are in.
Overall, it was assessed that winning an award is essential in the advertising industry because this it shows that the work is effective. However, it shouldn’t be the core reason why an ad should be created.
Raw School is a weekly seminar for young creatives and students organized by the 4As Philippines and the Creative Guild of the Philippines.
