CELEBRATING AND INVESTING IN CREATIVITY
 

2015 Creative LIAisons

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Stephan Gabriel Domingo

Copywriter
BBDO Guerrero
Makati City
Comments

Fighting through jetlag and lack of sleep, I managed to get to know more about the young creatives from all around the world who attended Creative LIAisons. Even though we came from different backgrounds, it was assuring to know that most of us wanted to do great work that both creatives and clients can appreciate.

From the sound of radical thinking to Daymond John’s shark points for success, the range of topics discussed during the talks were informative and insightful about the industry we work in.

Late nights, frustrating clients and burn out can be overwhelming, but it is during these times wherein we, as creatives, have to dig deeper in order to find that great idea.

You have to make people care. You are merely borrowing their time and attention, and it has to be worth it. You have to maintain a balance of work and play. At the end of each working day this is just advertising. You need to invest in moments with the people and things you love.

No matter where you come from, persistence and perseverance are essential. Be decisive, but don’t be an asshole. Be hard on the work and be easy on the people you work with.

The panel discussions were great ways to see how the top creatives evaluate and critique world-class work. A simple nod or an exaggerated curse word can make or break a campaign in the eyes of the jury. Category is everything, so entries must be entered accordingly by the intended message and reach.

Advertising is meant to help people make better decisions in their lives - whether it would be products, services or causes.

That’s why you have to cut through the bullshit and just be honest. Because if you really want to help someone it has to be sincere.

Celebrating and investing
in creativity