MANILA, OCTOBER 19, 2012 – The Advertising Suppliers Association of the Philippines held the last installment for its "Powering up, ASAP" series entitled “Unlocking Creativity” on October 18 at the Ateneo Professional Schools.
The seminar focused on two things: Creativity and Innovation.
Can we be more creative?
"We are most creative when we have problems,” began Eleanor Modesto, president of PURE Digital Communications.
She debunked the myth that creative ideas only come from creative people. Consumers are just as creative. Consumers are more into the “perceived value” – all values are relative.
Another enlightening topic she brought up was The Placebo Effect – that "belief is a powerful tool". As an entrepreneur, discovering the value of your business is your key to unlocking creativity. The consumer must feel the need to have what your business is offering, and in order for that to happen, the entrepreneurs must believe in their brand.
“So much innovation is going on, it’s sometimes scary,” said Miguel Ramos, chairman of Aegis Manila Philippines.
Ramos began discussing how the speed of innovation has transformed all of us. He showed the difference between invention and innovation: invention may or may not have commercial value while innovation is the profitable implementation of ideas when. He believes that innovation can happen anywhere in the company by anyone.
The day transitioned with a creativity exercise. The participants were grouped into fours. Each group was instructed to create a bridge that can support water bottles. The catch: the bridge was made of newspaper. The exercise challenged their creativity with so little materials in hand.
Numerous cases were introduced to the audience. The afternoon break was spent discussing an exercise that will provide solutions to problems that may occur in real life business.
