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The ins and outs of creative advertising

Quest International University Perak (QIU) emphasises industry relevant curriculum to ensure its graduates hit the ground running when they graduate. It is with this in mind that The School of Communication, Faculty of Social Sciences recently organised a much-touted Webinar to expose and guide students with the ins and outs of creative advertising as well as how to create impactful work with creative advertising.

Titled Think & Act like a Pro: Creativity in Advertising, this webinar brought together 3 renowned speakers from the advertising industry in Malaysia. The 2 hour webinar was attended by more than 300 participants from various public and private universities in Malaysia, industries, schools and colleges and universities from Indonesia such as Universitas Pembangunan Jaya, Universitas Multimedia Nusantara and Universitas Widyatama.

Participants had a very beneficial session having the opportunity to interact with well known figures in the advertising industry which was evident from the lively question and answer sessions.

First up was Mr. Najman Syah Jumaadi, Creative Director at ASTRO who spoke on the topic “Creatives & Strategies”. He touched on the importance of brand positioning, strategy, creativity, self branding, right ideas and right strategy.

According to Najman, the above attributes are key in producing a successful advertising video. He also shared his simple strategy for creating a good video such as identifying the problem, understanding the purpose, evoking listeners emotions, being relevant and speaking with clarity.

He concluded his talk by sharing his quick thought starter guide to spark creative ideas and played some videos to show the audience what was right and wrong in the particular videos.

Next speaker was Mr. Nas Nawi, Founder & Creative Director at Studio Akar who spoke about Corporate Advertising: Beyond Traditional Media. He highlighted the different types of product and corporate adverts and what is required to create them.

He spoke on the roles of traditional media and new media in advertising and when to use each based on the message and audience the advert is targeted to.

He also shared examples about how industries are using new media in their advertising. The videos shared also helped the audience understand the various elements of advertising in the videos.

Rounding off the esteemed panel of speakers was Ms. Jacky Hussein, Creative Group Head at Leo Burnett Malaysia who spoke on #copywriting101. She highlighted the importance of copywriting in advertising.

She stressed that good copywriting in advertising should be persuasive which will make the audience take action. She shared some examples on this with some videos.

She also touched on the fundamentals of copywriting and what it takes to be a good copywriter. She concluded by saying that great copy and great ideas are deceptively simple.

Kudos to the QIU School of Communication for organising such a wonderful webinar.

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