PHILIPPINES, NOVEMBER 2010 – Gem Habito, head art director of Brand Solutions Cambodia and Carol Ong, associate creative director at BBH Shanghai returned to the University of Santo Tomas for a day to speak at Cross PolyNation, an annual event organized by Associate Professor Chanty Tan for the UST Advertising Arts Department. Habito and Ong were once Advertising students at UST.
Habito talked about the life and inspiration behind art direction: "This is the coolest job in the world because you have the power of influence and the privilege of fun." He explained the essence of creating an idea. "Tell the truth,” he told the audience of students. “Truth is the soul of your idea. Human truth is an insight, insights are truths lifted from experience."
Carol Ong talked about what’s next in advertising and inspiration. She described advertising as "Parang pangliligaw." Like courtship. On copywriting, Ong says, "There are different ways to deliver the message, but the message is still the same." She challenged writers to be clear, truthful, and take an idea further: "Press on. Just persevere, in life or in advertising."
Both creatives touched on the subject of new tools in advertising, from digital cameras to social media. "It’s not about the gadgets you use, it’s the story you tell with the pictures you make," believes Habito. Ong echoes this in her advice: "Use new tools smartly. Remember, these are just tools, not ideas."
During the open forum students asked about the difference between working here and working regionally. "You’ll adjust. It’s hard at first, but it’s not that hard," answered Habito. Ong elaborated on the fruits of her labor: "It’s more stressful but it’s worth it. I’d come back [to the Philippines] in the future but with my portfolio I can go anywhere."
"Follow the trail of good work. Don’t follow the scent of good money."
Habito dropped out of UST and went on to perform in a band while working in McCann Philippines, while Ong was previously ACD at BBDO Guerrero Ortega.
