2011年Spikes Asia亞洲廣告節的第二天，作品展方面：入圍作品開始展出。亞洲廣告節的展出環境無法與坎城廣告節相比，去年只是在研討會場旁展出。不過如果剛好演講不是很精彩時，站起來就可以走到旁邊看作品，隨時可以回座位，也是蠻方便的XD。然後，10點起到18.20間竟然有12場研討會和3場Workshop。必須事先規劃一下，留出休息用餐時間，不然會發瘋的。晚上7點起則是區域性廣告節的特色活動：代理商大串門子之旅。共有5家公司open house歡迎各國代表上門。
Yahoo! Presents… The Next Big Nation: Emerging Markets In Asia 亞洲崛起中的創意市場Moderator: Susanna Lee , Senior Director of Display Advertising Sales & Marketplace, Yahoo! Asia Pacific
Panelist: David Guerrero, Chairman, Chief Creative Officer, BBDO Guerrero / Proximity Philippines
Panelist: Hien Nguyen, Executive Creative Director, Clipper Indochine Vietnam
Panelist: Dean Bramham, CEO Malaysia & Indonesia; Director, South East Asia , Publicis Worldwide
小魚導讀：這場研討會的主題是越南，印尼，和菲律賓的創意案例介紹。這三個國家都在今年的坎城創意獎中有得獎，Yahoo!邀請了三個市場的講師介紹該市場。講師中，菲律賓的David Guerrero成名已久，他不但在菲律賓和全球廣告業地位算是相當高，而且他熱愛自己的國家，我曾看過他創辦的城市雜誌，對菲律賓社會充滿愛與批判。另外兩位講師則不太熟悉。
While China and Japan certainly still dominate Asia’s economy, there are a host of other nations making their mark on the region. The younger and more agile nature of Vietnam, Indonesia and the Philippines means these territories are able to take more risks, move more quickly on new ideas, and adopt a more regionally-focused approach than their larger, more complex counterparts.
The result? Creative communications that can compete on a global level. All three of these nations had wins at this year’s Cannes Lions.
Yahoo! invites key players from these three countries to discuss talent, innovations and what their smaller (and larger) neighbours can learn from their creativity.
Breeding Creativity With Cultural Diversity
Speaker: Tay Guan Hin, Regional Executive Creative Director, JWT Asia
Speaker: Pete Heskett, Planning Director, JWT Southeast Asia
小魚導讀：這場的講題是要證明多文化的經驗有助創意……嗯嗯～
JWT has always believed that great ideas can come from anyone and anywhere, which is why it feels it needs to be (and is) everywhere.
Creativity becomes possible when diversity brings fresh and imaginative ideas. From photographers and musicians to culinary chefs and architects, people all over the world are finding the spark of creativity around international interaction.
In this seminar, JWT’s Tay Guan Hin and Pete Heskett celebrate how multicultural experiences liberate people from their current mindset and expand their creative thinking.
Delegates hear from well-respected individuals outside of the advertising industry who are proving that having multicultural experiences does indeed contribute to enhanced creativity.
The Rules Behind Breaking Creativity Rules 創新創意背後的規則
Speaker: Yonathan Dominitz, Founder, Mindscapes
小魚導讀：這場是我的同行來在Spikes Asia作自己的廣告：跟來自亞洲各國的廣告公司高階主管來分析創意思考的規則。因為我本人也從事創意訓練工作，因此一定會去參加以便考察並偷學一番人家怎麼教創意。有能力付出高昂訓練費用的各高階主管也可藉此機會觀察一下這位訓練講師的訓練工具或是架構是不是適合你的公司使用囉！這場的形式是workshop，會在小房間進行，通常這類服務的講師擅長的是歸納。就是會給你看很多看起來很棒的分類學。似乎這就是創意訓練的工具。我個人相當反對這種訓練法。對於想要在這種workshop中觀察講師是否適合的各公司高階主管：不如觀察講師是否有掌握全場的魅力，對於創意本身是否熱愛，工具是否簡單實用。講師是拿作品去套他的工具，或是真正理解作品的思考背景，兩者很不同喔！
The creative thought patterns behind winning interactive and integrated projects
It is commonly agreed that outstanding creative ideas are those which break the rules and manifest original thinking or an innovative creative approach.
But looking at the process from a different perspective, an analysis of the world’s award-winning top creative ideas shows that, underneath the surface, these ideas share several recurring thinking patterns – patterns that paradoxically help one to break the existing common moulds and originate surprising ideas.
This workshop presents the creative thinking patterns behind the most creative interactive and integrated campaigns, and supplies structured thinking tools for creating original and innovative new ideas and campaigns.
The take-home value for participants include:
- The gain of new insights into the creative thinking patterns behind the most creative recent interactive & integrated campaigns;
- The acquisition of practical tools to lead teams in the process of ideation and creation of new concepts and campaigns;
- The ability to create a structured process for stimulating new ideas, enabling creators to direct their minds and imagination in clear directions, which proves to be highly fertile with new creative opportunities.
The workshop includes practical exercises in which participants are tasked with responding to some real briefs, using and applying the Mindscapes tools.
Truth Well Told In The 21st Century
Speaker: Nick Brien, Chairman, Chief Executive Officer, McCann Worldgroup
小魚導讀：一直在講“Truth Well Told”的McCann集團請出董事長兼CEO來分享案例，然後把這些案例都用“Truth Well Told”解釋一番。這類研討會有兩個層次可以欣賞：（1）藉機多看一下案例並且聽聽看背後的分析，不過通常這是由創意人本身自己來講比較精彩；（2）看看廣告公司如何包裝自己的案例，打造漂亮的話術。Nick Brien的講師簡介還沒出來，不過他應該是出身自媒體，所以他解釋案例應該會和創意總監解釋創意很不一樣。想聽媒體人出身的經理人解釋創意案例的人可以來聽這場。
In the 21st century, new technologies have enabled creativity on an unprecedented scale. Mobile broadband infrastructure, social networking communities, blogging and micro-blogging, location-based and immersive technologies have unleashed new ways to imagine, create and share content, conversations and experiences.
Yet in this time of great, transformational change, there are some things that endure – truth and telling the truth well, for example. Truth remains the most important currency of an increasingly transparent world. Storytelling remains the most powerful means of shaping people’s relationships with each other, with the world and with brands. That is why Truth Well Told remains as relevant today as it was one hundred years ago.
Nick Brien explores several enduring human truths, and how 21st century technologies enable even greater creative exploration of these truths. He showcases the big ideas that emerge from illuminating the truth, and how new technologies have transformed those ideas into unprecedented marketing innovations. Finally, he shows how the interplay between knowledge (truth), creativity (storytelling) and technology are yielding new possibilities for marketing to drive break-through innovation and growth for 21st century brands and businesses.
Campaign Asia Pacific Interviews John Wren 專訪John Wren
Moderator: Atifa Hargrave-Silk, Editor-in-Chief, Campaign Asia Pacific
Guest: John D. Wren III, President, Chief Executive Officer, Omnicom Group Inc.
小魚導讀：很多人可能會跟我一樣有個疑問：全球大廣告集團現在到底有多領導廣告業的趨勢？不過廣告業界媒體經常打得是後衛戰而不是前哨戰，因此Campaigh雜誌在Spikes Asia選擇的台上現場專訪對象還是Omincom 集團的總經理暨執行長 John Wren。這位在我還在當記者時被Omnicom前一代老人欽點而空降美國，領導Omnicom集團的當年的青年才俊，將在這場台上專訪中談自己，談他對亞太區市場的看法。這類專訪可能需要對受專訪者略有研究，英文也要達到一定水準，較能享受現場的對話。
Towards A New Structure For Agency Businesses 廣告代理業需要的新架構
Speaker: Srinivasan K. Swamy, Chairman, the CAAAA; Chairman & Managing Director, R K SWAMY BBDO
小魚導讀：在台灣，CAAAA的合作夥伴據說是廣告公會，所以，讓我們來思考一下，廣告公會這類的組織如今對產業的影響究竟有多重要呢？總之，去年起坎城創意節也與CAAAA合作，因此今年聽說台灣的廣告公協會也拿到15張免費門票，可以參加Spikes Asia，然後，CAAAA也在Spikes Asia推出了這場在午餐時段推出的講座，內容是：探討廣告代理業需要的新架構。……總言之，在有12場研討會的這一天，勢必要捨棄一些研討會，以便儲備精力，以更好的狀態參與其他的研討會。我想這場可以列入休息時段的候選。
The market place dynamics have changed the role agencies are expected to play. Digital is a specialisation but it is also at the core of everything. The new advertising agency structure should take into account the changes in the competitive environment, client priorities and expectations, advances in technology, media mix and the various specialisations that have taken root. The new remuneration structure must take into consideration that advertising can and does provide extraordinary results in the market place and should not be based on input costs.
To be relevant and successful, the structure of the agency of the future should be quite unlike what we have today.
Speaker: Stephen Kim, General Manager, Global Creative Solutions, Microsoft
小魚導讀：微軟數位廣告將在這場研討會中展示很多新微軟溝通技術。我會想要看一下。本來想說下面的這場workshop想去看一下，但是如果參加這場workshop就會錯過辛普森家庭的製片的研討會（看下面），所以決定選看微軟這場，並繼續參加辛普森家庭那場。
This session explores the craft of storytelling and how marketers today can use advances in technology to bring the story of their brands and products to life.
Consumers are now experiencing rich, seamless engaging experiences online. How can you build on these experiences with creative ideas to win the hearts and minds of consumers?
In this session Stephen Kim takes delegates through the journey of storytelling, showing advances in online technology that help create more immersive, personal and collaborative campaigns to audiences.
Examples include Fresh Perspectives, Photosynth, Creators Project (Intel), Bing geolocation, video (HD) video ads, Hero player, connected panoramas and the latest gaming ad formats using Natural User Interface (NUI) on Xbox kinect.
This session is recommended for anyone looking to take the next step in storytelling with their brand marketing and advertising campaigns, and anyone interested how technology can enhance rather than inhibit this.
Love Letters 直效情書Speaker: Patrick Collister, Publisher, Directory
小魚導讀：這也是我的同行，本來是創意人的Patrick Collister，創辦了一本直效案例雜誌Directory Magazine，並且在這場workshop來分享案例，教大家怎麼寫直效文案，並推廣自己的雜誌。這場workshop看起來是要實作（請參加的人用英文想創意），最好的創意會得到Directory Magazine一年份，而且如果這場的贊助夥伴新加坡郵報喜歡你的廣告的話，還有機會被刊登喔！不過這場workshop要到15.30才結束，如果參加到底的話會錯過14.35開始的DDB研討會喔！（辛普森家庭的製片要來演講。）
This workshop explores the creative potential of direct mail and is run by Patrick Collister.
As a copywriter, Patrick has won Gold at Cannes Lions, New York Festivals, the Clios, Creative Circle, as well as Silver at Cannes Lions, D&AD and The One Show – all for TV. So what’s he doing talking about direct mail?
Well, he started his own business. And like anyone who’s ever been involved in a start-up, what do you do? You don’t run a TV ad, that’s for sure. You start writing letters. To anyone and everyone who might give you business.
Authenticity, engagement, interactivity. Think those are characteristics only important in developing online ideas? They are just as important in creating successful mail.
Illustrated with some brilliant examples of letters in chocolate, written on leaves, on leather and enclosed in envelopes of iron and concrete as well as good old paper, the workshop gets attendees to develop brilliant ideas to sell mail as a medium using mail as the medium.
The best ideas from this workshop win a year’s subscription to Directory Magazine and may even get to run and win awards, if Singapore Post like them!
DDB Presents… The Business Tao Of Homer: Lessons In Creativity And Innovation From The Simpsons 荷馬之道，辛普森家庭教我們關於創意和創新的事情Guest: Joel Cohen, Writer, Co-executive Producer, The Simpsons
小魚導讀：這場無疑是這次Spikes Asia絕對不可錯過的演講喔！辛普森家庭的劇作與共同製片Joel Cohen親臨Spikes Asia來跟大家分享。DDB每年企畫並邀請的名人演講都很棒。這場應該也很棒。
Joel Cohen is an absolutely hilarious, deadpan, quick-on-his feet speaker, perfect for any group that needs to inject more creative energy into their work, but who prefer to laugh a little (okay, a lot) while learning how.
Armed with inspired anecdotes and clips, Joel takes delegates into the fabled writers’ room at The Simpsons to draw the links – and there are many – between maintaining a hit show and running a successful company. He asks, and then answers, questions essential to the success of any industry:
- How do you manage group dynamics to get the best from your talent?
- How do you find, evaluate, implement, and even discard, new ideas?
- How do you chart a renewable path to innovation?
- How do you overcome creative log jams? (Note: for actual, literal logjams, Joel recommends a chainsaw – or even better, hiring a guy with a chainsaw).
Creativity & Fear 創意與恐懼Speaker: Todd Sampson, CEO, Leo Burnett Australia
小魚導讀：簡介中說，創意具有解決任何問題的力量，但恐懼卻能阻止創意發生。而成功的領導者能在兩者間找到平衡。這場研討會會分享成功實例，探索創新想法如何改變文化，解決問題。
Creativity is the last remaining competitive advantage companies have today. This presentation is a celebration of the power of creativity in solving any problem – big, small, social, political, economic or environmental. It works from the premise that creativity has the power to change the world but fear has the power to stop that from happening and the most successful leaders and organisations of the future will be the ones that can successfully balance both.
This session is built on real-life experience and explores innovative ideas, cultural change and problem solving.
Does Creativity Make Advertising More Effective? 創意能讓廣告更有效嗎？
Speaker: James Hurman, Planning Director, Colenso BBDO
小魚導讀：James Hurman的坎城得獎作品很多，比如說，Yellow Pages的黃色巧克力，等等，而他今年還去評審了坎城第一屆的創意效果獎。所以聽他來講解創意是否有效應該頗有啓發性喔！這場我會去聽。
Debate in this industry has raged for decades: does creativity make advertising more effective? Or is it just the folly of creative people looking to win their next award?
The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence – piles of which exist on both sides of the debate. Yet as passionate as both sides are in their rhetoric, and as convinced as they are by their own small sets of personal experience and anecdotal examples, neither has been capable of showing whether or not more creative advertising is, statistically speaking, more effective.
Typically the industry nets out at a circular game of conjecture. It agrees to disagree. And it forges ahead in slightly different directions.
So the question remains: If it is after more effective advertising, should it pursue a more creative approach, or a more conservative one? And can it answer that question with something more sound than isolated examples and conjecture? Can the more creative agencies and campaigns with the less creative ones be compared with significant data sets and academic methodologies, and can the effectiveness of those two groups be measured?
Can it be determined, once and for all, whether it is better for advertisers to employ a more creative agency and encourage a more creative approach? Is more creative advertising more effective advertising?
Speaker: Grant Hunter, Regional Creative Director, APAC, iris Worldwide
Speaker: Luke Nathans, Regional Development Director, iris Worldwide
Speaker: Paul Gage, Regional Planning Director APAC, iris worldwide
小魚導讀：反正要去聽辛普森家庭製片的研討會這場workshop肯定錯過。簡言之，Iris是比到幫2012倫敦奧運設計吉祥物的設計公司（雖然他們設計的單眼吉祥物真的頗受惡評的），他們要在這場workshop談社交媒體時代尤其重要的實時性創意。看說明其實覺得還挺有趣的說～～
Topical ads have been around for some time. In the old days, press ads done at speed were the grand daddies of topical response. And the topical press ad is still an effective way to show that a brand is capable of reacting quickly to cultural events. Executed well and delivered swiftly, they can still surprise and delight.
But times have changed. Overnight’s not good enough. In the morning, it’s too late. That’s what it takes to keep going when you get a great idea and feel compelled to make it happen.
The net has turbo-charged things. Individuals and organisations now have an arsenal of creative tools at their disposal. You can now stay up all night to write, code, record, edit and then seed out to the world – that’s new.
iris Worldwide has been tracking the trend of topical, social ideas at speed for the last 18 months. The agency has witnessed individuals, agencies, brands and entrepreneurs embrace the power of urgency. They live in the now as they unleash ideas that are pure genius. These ideas are ‘of the moment’ – they capture the zeitgeist. Content was king, and now content within context rules the waves. iris calls this ‘Urgent Genius’.
In February 2011, iris Worldwide launched its first Weekender, a global competition that saw teams from around the globe compete over a 48-hour period. They were set a challenge to create ‘Urgent Genius’ ideas around topics trending on Twitter. The total view count broke the million mark. The likes of Rolling Stone Magazine, Perez Hilton, Simon Pegg and the industry press all picked up on the content.
Join this session to see some of the best case studies from around the world. Be inspired by tweeting snakes, Swedes shooting new commercials every day for a year and football stars doing Marlon Brando impressions. iris sets a live mini-challenge to workshop attendees to generate topical ideas.
There is just one question for you – Are you an Urgent Genius?
The Gamification Of Marketing 遊戲化行銷Speaker: Laurie Coots, Chief Marketing Officer, TBWA\Worldwide
小魚導讀：這場的主題就是遊戲與行銷的結合。會介紹這個領域中的頂尖案例。
One of the highest achievements that an advertising or marketing campaign can claim is that of becoming part of popular culture.
Sometimes it’s the result of a memorable tagline that works its way into everyday language, sometimes a placeholder for the everyday experience that is worth repeating, and sometimes funny, memorable or weird enough to get passed on as a viral phenomenon. But what if creative advertising and marketing ideas apply the idea of “game theory” to the equation?
What happens when brands reward us for moving up through their ranks of engagement and experience victory at the expense of others? While “gamification” is a new word, it is not a new concept and has been at the heart of promotions strategy for years. However, new technology and smart phones have fueled an explosion of applications for marketing and advertising.
Come hear how brands around the world are using the addictive and proven “hooks” of gaming to drive creative engagement, transactions and ultimately loyalty. See examples of some of the top players in this arena, as well as hear some rules of the road for success.
How Can Creatives Play A Big Role In Chinese Social Media? 創意在中國的社交媒體如何扮演重要角色
Speaker: Alvin Chiang, Chief Marketing Officer, Renren Inc.
小魚導讀：人人網的行銷長江志強要來分享。解說中有說，所有的創新其實都來自1745 – 1820年。不知道會用什麼創新來類比。想要瞭解一下江志強這號人物，他畢業自台灣交大，這邊有篇他之前的專訪。
Creativity has always played a huge role in delivering the marketing objectives at the time when TV dominated. But as more and more consumers are moving to social media, so do the advertisers. What impacts, challenges and opportunities does this present to creatives? How can they play an even bigger role in today’s booming social media landscape, particularly in China?
In this ground-breaking section, Alvin Chiang, the Chief Marketing Officer of RenRen Inc, the leading social network in China, shares his insights through best practices with agencies and brands.
Get some insight into the key success factors of successfull social media campaigns from the creative’s perspective and learn how to redefine the concept of ‘creatives’ from the media’s point of view, by:
- Understanding social media user behaviours and its ads mechanis;
- Keeping up with the most cutting-edges in social media;
- Learning that technology matters, even for creatives;
- Realising that all innovations come from creatives.1745 – 1820
Starcom MediaVest Group Invites Jean-Yves Naouri: Exploring The New Penalty of Leadership 介紹Jean-Yves Naouri談領導者的懲罰Speaker: Jean-Yves Naouri, Chief Operating Officer, Publicis Groupe; Executive Chairman, Publicis Worldwide
小魚導讀：這場研討會有點怪怪的。不知道是辦給誰看。標題後段寫的Exploring The New Penalty of Leadership 講的是廣告史上一張頗有名的稿子，(點這邊可以下載），大意是說，一個人傑出之後，就會引起很多的忌妒。所以這場研討會是在講說，因為主講人很傑出，或Publicis很傑出，所以大家都忌妒他們嗎？？簡介中又說，是要談因為現在的世界充滿著不確定，所以需要重新檢視品牌策略。總言之，不太懂。
As today’s brands compete with new technologies, empowered consumers, shifting public attitudes and emerging markets to keep messages relevant, we will explore how this uncertainty and change requires a re-evaluation of brand strategy.
On the second evening of Spikes Asia 2011, a number of Singapore’s leading agencies open their doors for an evening of fun, drinks and networking.
JWT, Lowe Asia Pacific, McCann Worldgroup (Singapore), Ogilvy & Mather (Singapore) and Starcom MediaVest offer delegates some Singaporean hospitality.
Networking After Dark represents a unique opportunity for Spikes Asia delegates to make valuable contacts and visit some of the city’s top creative agencies.
Access to all evening events is included in the full delegate registration package.
