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Friday, 30 September 2011

Bye bye TBWA [from Rosa the intern]

So today is Rosa's last day.  When she first got here I asked her to pen something so that I would be able to compare it to what she had to say at the end.  See below: 

"Although this is only my third week here, I feel like I have learnt quite a lot of things about advertising. I was given a chance to work on a pitch for the Asean Basketball League from scratch which I thought was quite challenging but at the same time very enjoyable. In addition to getting hands-on experience at a multinational advertising agency, I also had the chance to work with people of different positions at TBWA which was very interesting as I got to know and understand of how it feels like to work as a team. 

With the opportunity to go to meetings with clients at Milkita, present the competitors' review and analysis at Standard Chartered bank and to work on many creative briefs have really helped me gain knowledge of what it is like to work as part of the Account team. One of the things that I learnt is that team work is a very important factor - it would be very difficult to work well in an advertising agency if you are not willing to work with other people. 

I am very excited to continue with my internship here at TBWA and to continue learning new things about the advertising industry."

Since she wrote that, she's helped us win 2 pieces of business!  I asked her to follow it up this afternoon before she left.  This is what she sent me: 

"Wow, its been 3 months already?!

Interning at TBWA had been lots of fun. And to be honest - a lot less scary than I thought it would be. I really enjoyed it and I have learned so many new things these past 3 months.

When I first got my offer to become an intern here for the semester, I was pretty nervous as not only is it my first job at an advertising agency, but also at a global advertising agency! However, after getting to know everybody here, I really felt like I was part of the team.

I was very lucky to be chosen to intern at TBWA for the semester. This internship has taught me a lot of what it is like to work in the field of advertising and had gained me a lot of new friends.

Thank you for such a great time, TBWA Vietnam."

I promise she wrote this under no duress.  Rosa, you'll be missed.  Good luck in the future.  We'll keep an eye on the trades for your success.

- George

Monday, 19 September 2011

Spikes Asia 2011 - Day 1

The first day at Spikes is amazing and I will take more advantage of it till the end. The event acutally started at 12 in the afternoon rather than at 9 am so the guests can go through the shortlists. Thus, all have to make use of the short breaks between seminars and the dinner to see the works. 
I attended the Coca Cola seminar where the topic was: Is Tomorrow Agency's the Consumer? So here's what I sat in on.

An upcoming shift for agencies in the future?

The convention is the client gives the agency the brief. The creative idea will be discussed till an agreement and customers will let us know how well the idea works. However, Coke did the reverse thing. They gave the brief to the customers, meaning asking them to interpret the energizing refreshment from Coca Cola. In form of an online contest, the customers will submit their films and the leading ECDs in agencies will judge their films.
The response: 1.6 million films submitted during 2 weeks. 2 films are picked and will be adjusted a bit to become real TVC/ viral video about Coke.

Why the client comes up with that idea:
Brand communication comes to a stage where the customers connect to the brand individually. They are the ones who actually defines the brand personality and equity. The time of the brand will bring themselves to the customers and get them buy it seems to be over. Now, the customers are sophisticated and ready to lead the game.

According to Leonardo O'Grady, Director ASEAN Integrated Marketing & Communications, Coca Cola Asia Pacific, the success of the communication tend to depend on the individuals who know what the brand needs. Meanwhile, the vast creative source, customers with their all wants and needs, is still available and not taken the most advantage of. It's time to let them interpret the brand in their own way.

Agency's comments:
However, if the future is the co-creation btw the client and their own customers, what's the point of working with an agency? Although the short video shows the juries are quite impressed by the quality and quantity of the films, Rob Sherlock, Chief Creative Officer, DraftFCB still thinks it's too early to state anything. Even with the 2 films rewarded, only the first one really has an idea in it whereas the other rely too much on the crafting, editing and music. Interestingly, he also made a point that the competitors were asked to do films rather than prints because they are not there yet. It's still a playground of the pros only. Again, it proves the idea doesn't necessarily come from the creative or the guys in an agency. It comes from anyone, and now, it's amazing to see the creativity really makes things happen in an unpretentious and beautiful way. The agency needs to know this phenomenon. One, to get ready for the shift, meaning, it could work as an instructor to get the creativity of the amateurs onto the right path. If it's a good idea, it's a good idea. It doesn't matter where it comes from. 

Lesson Drawn:
Honestly, when I wrote about this thing, I worried that most people will think "OK, but nothing is really new, Nhung". Before attending Spikes, the word "co-creation" to me is not a big deal. Interaction? Somehow it seems it already happens in Vietnam when we asked the audience to do clips for a client, to tell their success stories? Nope. Co-creation means the customers are made to cook their own food according to their taste. Back to the point of why I get so excited abt it. Well, it reminds me of the Young Bloods Programme where we put potential students who never work in advertising before. And we give them on the job training while they make their own porfolio after a period of time. More than a head hunting project, I think we are creating a new generation. It is the generation that are active, passionate, creative, confident to define what a brand should look like. Who knows? Some of the ex -Young Bloods will win the award if the co-creation of Coke comes to VN?

Nhung Nguyen, copywriter

Spikes Asia 2011

Our very own copywriter Nhung Nguyen will be attending Spikes Asia in Singapore and sharing her experience with us. Stay tuned.