Day 1: Wednesday 24 September

Transcription

1 Day 1: Wednesday 24 September 10:00-11:30 Academy Session Room 335 Introduction to Young Creative Academy Soomee Moon, Global PR Manager, Cheil Worldwide David Tan, Academy Tutor David Tan, Lecturer at Singapore Polytechnic Design School David Tan is currently a lecturer at Singapore Polytechnic Design School where he teaches subjects such as Branding, Integrated Campaigns and New Media Design etc. He is also the Advisor at The Student Agency where he trains and nurtures students under a simulated advertising agency environment. With over a decade of industry experiences ranging from advertising, branding, print and web, David is vastly equipped with knowledge of various media channels in communication design. He was a Creative Director at several local and overseas agencies, where he worked on branding projects in countries such as China, Taiwan, Philippines, Indonesia, Malaysia and Vietnam. In 2006, his online branding project was nominated for best self-promo in the Asia Interactive Awards, and the following year his article on Asian branding was published in the DMI Journal published by Design Management Institute, Boston. He graduated from Central Saint Martins College of Arts and Design, UK, with a BA Honors Degree in 2000 and Master of Design (M.Des) in Design Management from University of New South Wales, Australia, in Break 12:05-12:40 - Festival Seminar JWT: The Creative Curve - The Impact of Female Creative Leadership in Asian Advertising 14:15-14:50 - Festival Seminar Twitter: #Live Storytelling 15:45-16:20 - Festival Seminar Cheil: Communicating to Two-and-a-Half Indias 1 P a g e

2 16:45-17:45 Academy Session Room 335 Marc Landsberg, CEO, socialdeviant Next Generation of Creativity in Social Media: Where it's Been, Where it's Going Social media is viewed by many as the wild west of content - free-wheeling, highly dynamic, without constraints or guardrails. Technology is evolving at blinding speed, creating new platforms for creative expression all the time. Vines didn't exist 12 months ago, Snapchat didn't exist 2 years ago. With new tools, emerging platforms, an infinite array of consumer data, complete user-control over the creation of creative assets, the question continues: what is social creativity, how does one keep up, and how does one tell the good from the bad? This session attempts to deconstruct social media creativity - a framework for defining social content types, their role in the marketing mix, the platforms best suited to different types of creativity, and how best to measure/optimize social content. We discuss a model for assessing the value and impact of social creativity - a lens through which we can develop a bit of calm amidst the sea of creative chaos, sharing best practice examples from around the world to help guide your future social media efforts. End of Day 1 Happy Hour Networking Event until 18:30 in the Festival Hall Networking After Dark party 2 P a g e

3 Day 2: Thursday 25 September 09:00-09:40 Academy Session Room 335 Day 1 Debrief 09:30-11:00 Academy Session Room 335 Yonathan Dominitz, Founder, Mindscapes The Rules behind breaking creativity rules It is commonly agreed that outstanding creative ideas are those which break the rules and manifest an original thinking or innovative creative approach. But, looking at the process from a different perspective, an analysis of the world's award winning top creative ideas shows that, underneath the surface, these ideas share several recurring thinking patterns, patterns that paradoxically help one to break the existing common moulds and originate surprising ideas. This workshop presents the creative thinking patterns behind the most creative interactive and integrated campaigns, and supplies structured thinking tools for creating original and innovative new ideas and campaigns. 11:10-11:45 Festival Seminar PHD: Game Change: The Future of Work is Play 12:00-13:00 Academy Session Room 335 Kim Douglas, Managing Director & Vice President, SapientNitro SG & HK Prepare yourself for a career in advertising Creativity today is about connecting with people s hearts and minds in totally new places, spaces, moments and ways. Advertising is no longer about media and channels it s about utility and the right medium. Time is precious, people have little appetite to engage in pointless push to buy advertising. Marketing needs to be meaningful and add to people s lives. Replace the word 'time with life in everything and suddenly the opportunity to connect with people is so much greater and bears so much more responsibility. It s still about being prolific, thoughtful, emotional, original, authentic and intelligent. That s where you need to dedicate your career. But you are the first generation that needs to think about it in a very different way. 3 P a g e

4 14:30-15:30 Festival TechTalk Stuff: Beyond the Wrist: The Future of Wearable Tech 15:45-16:15 Academy session Room 335 Emir Shafri, Digital Creative Lead, Y&R The Brave New World of Advertising If you strain your ears hard enough, you ll hear the adland oracles screaming: advertising is dead! We ve heard how everything from Big Data, a shrinking revenue pie, the post-digital revolution, storytelling and even cat videos will be the death of us. Calm down and take a deep breath. Everything will be alright. Advertising is still very much alive. In this seminar, you ll hear from a young digital creative/adland oracle in training on what s in store for us in the future of adland, and more importantly, how young talents can strive to thrive in this brave new world of advertising. 16:15-17:15 Academy session Room 335 SP Ong, Executive Creative Director, Cheil Hong Kong Advertising by the book If you re looking to break into advertising there s nothing more important than your book. It tells who you are, what you ve done and potentially where you re going. Hence making sure you have a good book is more than just a step in the right direction. It s an absolute must. 17:30-18:15 Academy session Room 335 Daniel Comar, Regional Executive Creative Director (Asia Pacific), Geometry If advertising is the movie, then activation is the theme park: how the creative ideas behind brand activation programs get people to act While advertising uses metaphors to bring about a mindset change, activation finds the right trigger to provoke a behavior change. These triggers, or Pivotal Ideas, are creative ideas that get people to do things. A key requirement for creatives working in this space is to unlock the hidden patterns of human behavior, and behavior change in general, to boost the creative process. This session will look at the three main territories that define activation and will then use case studies to highlight different triggers and drivers of behavior change that creatives can consider when working in this space. End of day 2 Happy Hour Networking Event until 18:30 in the Festival Hall 4 P a g e

5 Day 3: Friday 26 September 09:00-09:40 Academy Session Room 335 Day 2 Debrief 10:00-10:35 Festival Seminar Presidents Address Ted Royer, Chief Creative Officer, Droga5 11:10-11:45 Festival Seminar Presidents Address Stefan Sagmeister, Creative Director, Sagmeister & Walsh 12:00-12:45 Academy Session Room 335 Claire Radcliffe, Talent Consultant, WPP How to land your first dream job You re about to enter an incredibly exciting industry, but how do you land that all-important first job in your dream agency? Claire Radcliffe is part of WPP s global talent team, and advises on recruitment at the most senior level in the industry, as well as being a passionate advocate of graduate recruitment. She will provide insight and advice on how to showcase yourself in the best possible way, and help you land your first dream job! 14:15-14:45 Academy Session Room 335 A fireside chat with Kaoru Sugano, Creative Director/Creative Technologist Exclusive Q&A with the creator of The Sound of Honda/Aryton Senna Titanium Lions Grand Prix 15:45-16:20 Festival Seminar Ogilvy & Mather: Baozi, Baozi, Baozi! 16:30-17:15 Academy Session Room 335 Wrap Up & Graduation Special guest: Nalla Chan, MD Cheil Singapore Happy Hour until 18:30 Festival Hall 18:30-21:30 Spikes Asia Awards Ceremony Grand Theatre, Marina Bay Sands 22:00-00:00 Spikes Asia After Party The Clifford Pier 5 P a g e