I have attend four seminars from Rick Boyko, Brain Thomas Callins, Nick Law from R/GA, and Ogilvy. Rick Boyko is heading up the postgraduate course at VCU Brandcenter, and being in charge of all the creative output from Ogilvy & Mother. Rick is also the new dean of Roger Hatchuel Academy. During Rick's presentation, he mentioned a important point of educating young creative at school and after school. A lot of agencies now, would only like to hire experience young creatives, but they don't necessary want to offer the training. To me, it is an important point, because I am also a young creative, and for the past job interview experience from many agencies, Rick had proved his point.
Another great speaker who came to the academy was Brain Thomas Callins, Broamn used to worked with Rick at Ogilvy, and he started out his own creative agency in New York City. I had a really good impression of Brain, because his international knowledge and outgoing personality. I see how he become a leader at the top creative firm. He was educating us of re-addressing ourself as "Problem seeker" not a "Problem solvers", think "participants" not "consumer", think "the small idea" and not "the big idea". The also gave out many examples of his project, but one of my favor on of the Hershey's store in New York city. His creative skill had went behind "just advertising", like Hershey's store in NYC, he was bring a whole chocolate experience to life, and to many different age groups. However, he mentioned we as creatives/designers should seek for problem before problem actually happen, and think about how to market the experience better.
Scott Liao
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