Our regional CD Tay Guan Hin is in town to judge at the Tinta Awards, the local print advertising show. He stopped by the office yesterday to meet up with the wild bunch that is JWT Manila and to give an enlightening talk on Creativity.
Guan has won numerous times at D&AD, Cannes, The One Show, Clios, AdFest, Media and just about every major award show in the world. To his credit, the man remains humble and grounded despite all the accolades. As our ECD Dave Ferrer noted, to Guan, life is more than an award show.
But lest we all forget our mission to create award-winning ideas that the consumer would rather spend time with, Guan shared some insights on how consumer generated content itself, particularly online, might hold a few untapped wells of creative inspiration.
He encouraged us to find the surprising, rather than relying on the formulaic and routine which typically leads to the predictable. And to remember that strong strategy executed in an innovative fashion remains the key to winning big in award shows.
Guan also reminded us that reaching the top is actually the easy part. Staying on top is even tougher.
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