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1
CREATIVITY 
2
IS CREATIVITY A TALENT?
Creativity is our survival instinct. It is as old as 
fear, and as new as the first lie told by a 
three-year old child. 
...
HOW TO UNLOCK CREATIVITY?
Embrace the ‘mutant’ in you. 
Know how you think. 
Pollute your mind. 
Do the unfamiliar. 
Be informed. 
Be sensitive.
CAN CREATIVITY BE IMPROVED 
THROUGH PRACTICE?
You need to be honest with yourself before you 
can improve on it. 
You need to learn how to love pain before you 
can imp...
HOW HARD IS IT TO BE CREATIVE 
IN THE WORLD OF THE CLOSE-MINDED?
It is not meant to be easy. 
There are two challenges. 
Your own internal challenge to create fresher and 
better work tha...
CREATIVITY 
IN PLANNING 
11
HOW TO BALANCE CREATIVITY AND LOGIC 
WHEN WRITING A PLAN, CREATING A STRATEGY, 
AND MAKING A PRINT AD?
Every creative idea has to be anchored by logic. 
Your idea is informed by an insight. 
And you arrived at that insight th...
CREATIVITY 
OVER FUNCTION 
14
HOW TO START THE PRACTICE OF 
‘CREATIVITY OVER FUNCTION’ 
IN VIETNAMESE ADVERTISING?
Start a local award show. 
Prove to client creativity works. 
Create work that the public will talk about.
COPYWRITING 
17
HOW TO TRAIN OURSELVES 
TO BE BETTER AT COPYWRITING?
It is not just about words. 
To write better, listen. 
If you can say it in five words, don’t use ten. 
Make it human. 
Ma...
WHAT DO I NEED TO DO TO SWICTH 
FROM BEING AN ACCOUNT EXECUTIVE 
TO A COPYWRITER?
Be honest with your skills. 
Create your portfolio. 
Use your work experience. 
Never look back.
IDEAS 
22
HOW TO CREATE UNIQUE IDEAS?
Look beyond advertising.
HOW CAN I TELL THE DIFFERENCE 
BETWEEN BIG AND SMALL IDEAS?
Did something ‘pop’ in your head when you 
thought of it? 
Was there a ‘look’ on everyone’s face when you 
said it? 
Did t...
WHEN TO ACCESS 
THE FEASIBILITY OF AN IDEA?
Exploration stage: Client’s capacity to spend 
on the idea. 
Execution stage: People’s capacity to 
understand the idea. 
...
HOW DO WE COME UP WITH IDEAS 
WHEN WE START A PROJECT?
Don’t think of ideas first. 
Think of insights. 
Reject old and used insights. 
Interpret the insights.
HOW TO MAKE IDEAS COME TRUE?
Make sure the idea is supported by an undeniable 
insight. 
Be realistic on budget and technology.
HOW CAN I KEEP CREATING NEW IDEAS 
ON OLD TOPICS 
WHEN THEY START TO BORE ME?
Don’t think advertising, think solutions. 
Get out from the same media space. 
Set condensed thinking time. 
Work with dif...
CONSUMERS 
35
ARE PEOPLE THE SAME AS CONSUMERS?
Of course, consumers are people. 
Most importantly, client and agency are 
consumers too.
GETTING 
ATTENTION 
38
HOW CAN I ATTRACT MORE ATTENTION 
TO OUR BRAND?
Discard generic and used insights about your 
target. Look for fresh insights. 
Explore beyond the same media space. Creat...
GETTING 
THE JOB 
41
WHAT ARE THE REQUIREMENTS 
THAT AN EMPLOYER EXPECTS 
FROM A CANDIDATE?
During Interview: Honesty. Insights. Ideas. Skills. 
During Probation: Never-say-die attitude. Proof of 
ideas and skills....
HOW CAN I MAKE A GOOD IMPRESSION 
DURING THE INTERVIEW?
Do some research about the agency, and the 
advertising business in Vietnam. 
Show work that reflects the job you want. 
B...
Do not be afraid to ask questions. 
It’s a competition. Be competitive. 
Be nice.
HONESTY 
47
HOW CAN I PERSUADE MYSELF 
TO SELL A PRODUCT OR SERVICE 
THAT I DON’T BELIEVE IN?
Think of that salary at the end of the month.
AFTER MANY YEARS IN THIS INDUSTRY, 
WHAT MAKES YOU FEEL GUILTY 
THE MOST?
All those times when I can’t give attention to my 
family. Or when I was nasty to them when I 
brought my work home.
MY JOB 
52
WHAT DO YOU DO AT Y&R?
I play.
LEADING 
CREATIVE TEAMS 
55
HOW TO LEAD CREATIVE TEAMS?
Fix yourself first. 
Be transparent. 
Protect them. 
Know their strengths and weaknesses. 
But make them feel they can do ...
MOTIVATION 
58
HOW CAN I 
KEEP MOTIVATING MYSELF?
Be aware of your mortality. 
Be ambitious. 
Be selfish. 
Be famous.
SOCIAL BUZZ 
61
WHAT IS THE MOST EFFECTIVE WAY 
TO CREATE BUZZ IN SOCIAL MEDIA 
WITH LOW BUDGET?
Take a step back to observe what is social media. 
Reject all used and tried ideas and insights. 
Find a new ‘experience’ ...
SAME QUESTION. 
DIFFERENT ANSWER? 
64
FIRE
How do we make it burn brighter? 
How can we make it last longer?
HORSES
How can we breed stronger and faster horses?
FOOD
How can we hunt better? Where do we go where 
there are plants we can eat?
ILLNESSES
Which evil spirit needs to be cast out to rid this 
person’s illness? What witchcraft do we use to 
fight these curses?
THE ‘RIGHT’ 
QUESTIONS 
73
The Herd-approved question versus the ‘stupid’ 
question from The Individual. 
The question that focuses on the brief but ...
The question that is not sensitive. 
And the question you do not ask when you feel 
the brief is wrong or the brief is unn...
THE ‘WRONG’ 
QUESTIONS 
76
The question that asks if what the client is asking 
the agency to do is correct. 
The question that asks if there is anot...
The question that lets us see that person as a 
person not a consumer. 
The question that challenges the same old used 
in...
WRONG’ QUESTION 
CASE STUDIES 
79
COLGATE ‘SQUEEZEE’
The Brief: The client wanted a toy for its 
promotion of children’s oral care products. 
The Right Question: What is the b...
Colgate SqueeZee
LEE ‘120 YEARS’
The Brief: The client wanted people to know it’s 
been around for 120 years. 
The Right Question: What are the milestones ...
LEE Jeans 120 Years
THE NORTH FACE ‘CONQUER CHINA’
The Brief: The client wanted to encourage people 
to explore the outdoors. 
The Right Question: What is the difference 
be...
The North Face Conquer China
PORTFOLIO 
89
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[Industry MeetUp] How to be better creative by asking "wrong" questions - presenting Mr. Kit Ong, ECD of Y&R Vietnam

See more about Industry MeetUp: https://www.facebook.com/events/739249152813487/

Interested in learning Creative, check out Creative Idea class of AiiM: http://aiim.edu.vn/khoa-hoc/creative-idea

---

Marketers and advertising executives have different mindsets but complement to each other.

Marketers are "consumer experts"—they know about market size, consumption, functions and conceptualize great products and distinctive positioning.

Advertising executives are “people experts”—they look at each target as a unique consumer and understand every single demand. These people tend to research for the motivation behind every purchase and consumption. Then they create advertising campaigns to empower the consumers, to let them know their voice are heard and to lead them to recognize their needs of the products.

Advertising executives, by nature, are not satisfied with status quo and often come up with “wrong” questions, if not even ridiculous (in marketer’s point of view) to explore different angles tackling an old, boring problem. Just like Jonathan Ive talked about Steve Jobs:

"Steve used to say to me (and he used to say this a lot), “Hey Jony, here’s a dopey idea.” And sometimes they were — really dopey. Sometimes they were truly dreadful. But sometimes they took the air from the room, and they left us both completely silent. Bold, crazy, magnificent ideas. Or quiet, simple ones which, in their subtlety, their detail, they were utterly profound.”

Dare to voice 'wrong' questions that turns the whole puzzles upside down? Jump on the 'wrong' thinkers bandwagon with AiiM's upcoming Industry MeetUp at 8:30, Saturday 22 November, Idecaf, 28 Le Thanh Ton, District 1.

ABOUT SPEAKER:
Mr.Kit Ong has worked in agencies in Malaysia and Shanghai before joining Y&R Vietnam. He was a judge at Spikes Asia Festival of Creativity 2010.

Kit has won international awards from Cannes, Spikes, D&AD and many other shows in almost every category there is. He has metals in Mobile Marketing, Interactive, Promo & Activation, Best Integrated Cyber Campaign, Internet Film, Interactive Tools & Application, Product Design, Integrated Solutions, and awards in the more traditional mediums too.

His work has appeared on the pages of respected publications like Creativity Online and Contagious Magazine.

  • Entre para ver os comentários

[Industry MeetUp] How to be better creative by asking "wrong" questions - presenting Mr. Kit Ong, ECD of Y&R Vietnam

  1. 1. 1
  2. 2. CREATIVITY 2
  3. 3. IS CREATIVITY A TALENT?
  4. 4. Creativity is our survival instinct. It is as old as fear, and as new as the first lie told by a three-year old child. ! Creativity is a rewired brain. Evolution. Mutation.
  5. 5. HOW TO UNLOCK CREATIVITY?
  6. 6. Embrace the ‘mutant’ in you. Know how you think. Pollute your mind. Do the unfamiliar. Be informed. Be sensitive.
  7. 7. CAN CREATIVITY BE IMPROVED THROUGH PRACTICE?
  8. 8. You need to be honest with yourself before you can improve on it. You need to learn how to love pain before you can improve on it. You need to be fearless in your heart and mind before you can improve on it.
  9. 9. HOW HARD IS IT TO BE CREATIVE IN THE WORLD OF THE CLOSE-MINDED?
  10. 10. It is not meant to be easy. There are two challenges. Your own internal challenge to create fresher and better work than before. And the challenge of understanding how to make others see the logic behind the creative work.
  11. 11. CREATIVITY IN PLANNING 11
  12. 12. HOW TO BALANCE CREATIVITY AND LOGIC WHEN WRITING A PLAN, CREATING A STRATEGY, AND MAKING A PRINT AD?
  13. 13. Every creative idea has to be anchored by logic. Your idea is informed by an insight. And you arrived at that insight through a filtration process. It is all very logical.
  14. 14. CREATIVITY OVER FUNCTION 14
  15. 15. HOW TO START THE PRACTICE OF ‘CREATIVITY OVER FUNCTION’ IN VIETNAMESE ADVERTISING?
  16. 16. Start a local award show. Prove to client creativity works. Create work that the public will talk about.
  17. 17. COPYWRITING 17
  18. 18. HOW TO TRAIN OURSELVES TO BE BETTER AT COPYWRITING?
  19. 19. It is not just about words. To write better, listen. If you can say it in five words, don’t use ten. Make it human. Make smart decisions on word choice. Writing is thinking.
  20. 20. WHAT DO I NEED TO DO TO SWICTH FROM BEING AN ACCOUNT EXECUTIVE TO A COPYWRITER?
  21. 21. Be honest with your skills. Create your portfolio. Use your work experience. Never look back.
  22. 22. IDEAS 22
  23. 23. HOW TO CREATE UNIQUE IDEAS?
  24. 24. Look beyond advertising.
  25. 25. HOW CAN I TELL THE DIFFERENCE BETWEEN BIG AND SMALL IDEAS?
  26. 26. Did something ‘pop’ in your head when you thought of it? Was there a ‘look’ on everyone’s face when you said it? Did the room go from ‘cold’ to ‘hot’ when you’re talking about it?
  27. 27. WHEN TO ACCESS THE FEASIBILITY OF AN IDEA?
  28. 28. Exploration stage: Client’s capacity to spend on the idea. Execution stage: People’s capacity to understand the idea. Presentation stage: Client’s capacity to accept the idea. Production stage: Partner’s capacity to deliver the idea.
  29. 29. HOW DO WE COME UP WITH IDEAS WHEN WE START A PROJECT?
  30. 30. Don’t think of ideas first. Think of insights. Reject old and used insights. Interpret the insights.
  31. 31. HOW TO MAKE IDEAS COME TRUE?
  32. 32. Make sure the idea is supported by an undeniable insight. Be realistic on budget and technology.
  33. 33. HOW CAN I KEEP CREATING NEW IDEAS ON OLD TOPICS WHEN THEY START TO BORE ME?
  34. 34. Don’t think advertising, think solutions. Get out from the same media space. Set condensed thinking time. Work with different partners. Get out from the office. Find fresh insights.
  35. 35. CONSUMERS 35
  36. 36. ARE PEOPLE THE SAME AS CONSUMERS?
  37. 37. Of course, consumers are people. Most importantly, client and agency are consumers too.
  38. 38. GETTING ATTENTION 38
  39. 39. HOW CAN I ATTRACT MORE ATTENTION TO OUR BRAND?
  40. 40. Discard generic and used insights about your target. Look for fresh insights. Explore beyond the same media space. Create new media (if possible) where other brands in the same category have no access to your target.
  41. 41. GETTING THE JOB 41
  42. 42. WHAT ARE THE REQUIREMENTS THAT AN EMPLOYER EXPECTS FROM A CANDIDATE?
  43. 43. During Interview: Honesty. Insights. Ideas. Skills. During Probation: Never-say-die attitude. Proof of ideas and skills. And always be nice.
  44. 44. HOW CAN I MAKE A GOOD IMPRESSION DURING THE INTERVIEW?
  45. 45. Do some research about the agency, and the advertising business in Vietnam. Show work that reflects the job you want. Be selective what you show. Have an opinion.
  46. 46. Do not be afraid to ask questions. It’s a competition. Be competitive. Be nice.
  47. 47. HONESTY 47
  48. 48. HOW CAN I PERSUADE MYSELF TO SELL A PRODUCT OR SERVICE THAT I DON’T BELIEVE IN?
  49. 49. Think of that salary at the end of the month.
  50. 50. AFTER MANY YEARS IN THIS INDUSTRY, WHAT MAKES YOU FEEL GUILTY THE MOST?
  51. 51. All those times when I can’t give attention to my family. Or when I was nasty to them when I brought my work home.
  52. 52. MY JOB 52
  53. 53. WHAT DO YOU DO AT Y&R?
  54. 54. I play.
  55. 55. LEADING CREATIVE TEAMS 55
  56. 56. HOW TO LEAD CREATIVE TEAMS?
  57. 57. Fix yourself first. Be transparent. Protect them. Know their strengths and weaknesses. But make them feel they can do anything. Be sensitive.
  58. 58. MOTIVATION 58
  59. 59. HOW CAN I KEEP MOTIVATING MYSELF?
  60. 60. Be aware of your mortality. Be ambitious. Be selfish. Be famous.
  61. 61. SOCIAL BUZZ 61
  62. 62. WHAT IS THE MOST EFFECTIVE WAY TO CREATE BUZZ IN SOCIAL MEDIA WITH LOW BUDGET?
  63. 63. Take a step back to observe what is social media. Reject all used and tried ideas and insights. Find a new ‘experience’ for people. The smaller the budget, the bigger the idea.
  64. 64. SAME QUESTION. DIFFERENT ANSWER? 64
  65. 65. FIRE
  66. 66. How do we make it burn brighter? How can we make it last longer?
  67. 67. HORSES
  68. 68. How can we breed stronger and faster horses?
  69. 69. FOOD
  70. 70. How can we hunt better? Where do we go where there are plants we can eat?
  71. 71. ILLNESSES
  72. 72. Which evil spirit needs to be cast out to rid this person’s illness? What witchcraft do we use to fight these curses?
  73. 73. THE ‘RIGHT’ QUESTIONS 73
  74. 74. The Herd-approved question versus the ‘stupid’ question from The Individual. The question that focuses on the brief but blind to a ‘bigger’ problem. The question that you ask to get to the answer that you want.
  75. 75. The question that is not sensitive. And the question you do not ask when you feel the brief is wrong or the brief is unnecessary.
  76. 76. THE ‘WRONG’ QUESTIONS 76
  77. 77. The question that asks if what the client is asking the agency to do is correct. The question that asks if there is another problem lurking behind the brief. The question that shifts the focus from a target group to a target person.
  78. 78. The question that lets us see that person as a person not a consumer. The question that challenges the same old used insights. The question that is honest rather than politically correct.
  79. 79. WRONG’ QUESTION CASE STUDIES 79
  80. 80. COLGATE ‘SQUEEZEE’
  81. 81. The Brief: The client wanted a toy for its promotion of children’s oral care products. The Right Question: What is the budget for the toy? What kind of toy? How many toys? When do we need the toys in market? The Wrong Question: Why a toy? Can we make something fun that makes use of the product?
  82. 82. Colgate SqueeZee
  83. 83. LEE ‘120 YEARS’
  84. 84. The Brief: The client wanted people to know it’s been around for 120 years. The Right Question: What are the milestones that the brand has achieved? The Wrong Question: Why would people care they’ve been around for 120 years?
  85. 85. LEE Jeans 120 Years
  86. 86. THE NORTH FACE ‘CONQUER CHINA’
  87. 87. The Brief: The client wanted to encourage people to explore the outdoors. The Right Question: What is the difference between The North Face and its competitors? The Wrong Question: The new generation is so materialistic, why would they want to explore the outdoors?
  88. 88. The North Face Conquer China
  89. 89. PORTFOLIO 89

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