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|Creative Doyen Headlines Putra Brand Leadership Series|
|Thursday, 06 October 2011 03:54|
Ambition in advertising is a useful noun – but it will not get the job done. It needs inspired creativity and strategy for better advertising recall, brand awareness, and purchase intent.
Getting to the heart of the “big idea” is the basis of BRAND MAGIC: TONIC FOR MARKETING ADVERTISING AND MEDIA, a talk under the auspices of the Putra Brand Leadership series organised by the Association of Accredited Advertising Agents Malaysia (4As).
The talk, which be held on 19 October at 2:00 pm at Wisma Bentley Music, is led by keynote speaker Michael Conrad, President of Berlin School of Creative Leadership.
“It’s simple logic, really: good creative makes for better advertising,” states Jennifer Chan, Organising Chairman of the Putra Brand Leadership series. “We must always strive for creative excellence to turn creative ideas into business profits.”
Chan adds that Conrad’s talk aims to inspire and reinforce the fact that brand magic, which is the tonic for marketing, advertising, and media, is really about the magic of creativity and inventiveness, the integral ingredients to building strong, powerful, and even iconic brands through time.
“Media has become complex, particularly in the online space. However, no matter how good the delivery system, it won’t work unless the creative is brilliant. Creativity should not be exclusive domain of the advertising industry. It must be the one key differentiator in any industry keen on building a commanding brand.”
The 4As, in a concerted move to impart the experience and wisdom of excellent marketing communication practitioners to its members, embarked on the Putra Brand Leadership series in August 2005.
The programme advocates the importance of effective brand management and reinforces the role of 4As members in building influential brands. “The need for real ideation as a habitual practice has prompted the 4As to engage industry leaders who can inspire brand custodians to reinvent and reaffirm themselves to their roles,” says Chan.
Conrad, the keynote speaker for this quarter’s series, is widely acknowledged as a legend in the advertising world. He was instrumental in helping Leo Burnett Worldwide become “Global Agency Network” in 2000, and the “Most Awarded Agency Network” in 2001. Under his creative leadership, 27 Leo Burnett agencies were named “Agency of the Year” in their countries, some of them more than once. Following his retirement, Conrad established the Berlin School of Creative Leadership.
Conrad’s presentation will focus on evaluating creativity, leading quality, setting standards for excellence, inspiring distinct creativity, and examining ideas that form part of the “big idea” building blocks.
There will also be a discussion on “Why creativity is so integral to building brands” led by a panel comprising John Chacko, Director of Group Marketing and Branding, Proton Holdings Bhd; Professor Paul Loosley, Chairman AKM Communications and Director, Axis Films; Sajith Sivanandan, Country Head, Google Malaysia; Eric Chong, VP of Branding Association of Malaysia and Managing Director of Erican Education Group; Zayn Khan, Group CEO, Thinkscape Group, and Conrad.
The programme also includes a tribute by Dr. Ahmad Faizan Perdaus, President of Mercy Malaysia, to the Yasmin Ahmad Children Fund.
To download registration form, click here >>
Location : Petaling Jaya, Malaysia