GLOBAL – DUBAI, JULY 26, 2013- Joseph Francis Bihag, who is a proud pinoy, had a long journey before grabbing the title of Y&R Dubai’s Creative Director and Head of Digital but he never stops making success and points out that innovation is a key in advertising.
In Bihag’s point of view, anyone can get burnout easily if they don’t love their job. He added that working in the advertising industry is perhaps one of the stressful jobs in the world.
“Innovation is a continuous and vicious cycle. My TweetDeck and Flipboard in my iPad are constantly alerting me with what’s new. If you follow the right people, you will be good”, he advised
Bihag was a graphic designer at Y&R Dubai, formerly named Lazer Advertising Dubai. He points out that the designs, packaging and retail amazed him to pursue advertising.
“I was and still am a sucker for great packaging. If it had a great design, I would buy the damn product! No second thoughts! So when I had to choose which higher studies to pursue, it was a no-brainer deciding to take up visual communications”, he added.
Since most advertisements are already using the digital space as the new way to reach different consumers, Bihag agreed that it is just a different medium to tell your story to a different set of audience. He pointed out,” There’s never such a thing called traditional and non-traditional. We are still storytellers; it just so happens that it’s in a new format, that’s all. If there’s one renewable resource that we storytellers need to have, that would be imagination.”
Bihag is one of the creative team of Y&R Dubai that bagged 3 golds at the recent Cannes International Festival of Creativity. “We are all humbled from our stellar performance in this year’s Cannes Lions, each of my colleagues from the creative department picked up a lion or two this year and to be part of this team is simply sublime,” he concluded.
