SUBIC – Today was a full day of insightful and educational talks for the delegates of Ad Summit Pilipinas 2016.
Opening the conference was MullenLowe Group Global Creative Council President Jose Miguel Sokoloff. In his talk, he discussed the huge difference between soft power and hard sell when marketing for brands. “Soft power is what we can do to enhance the brand and make it mean something,” emphasized Sokoloff. He also constantly reminded the audience that advertising is not just the business of making money, but the business of change and ideas.
Todd Martin, Regional Digital Director for APAC of Havas Worldwide tackled the importance of user experience particularly in digital campaigns. He boldy told the audience, “the client is not the most important person in the room. It’s someone outside–the customer.” And this, he said, is not something that we learn but something that’s based on one’s intuition.
Starting the second half of day two was Vikas Gulati, Managing Director for APAC of Opera Mediaworks. He discussed a very important platform that is currently challenging the industry–mobile videos. With issues in internet speed in emerging countries and the lack of clear understanding combined, brands have yet to fully optimize the power of the small screens. “Mobile gives you the opportunity to make your videos more interactive. No other screen gives you the power that mobile does,” he concluded.
From digital, Jude Turcuato, Sr. SVP and General Manager of FOX International Channels Philippines delved into the strengths of TV as a medium. “TV is still both the ultimate branding medium and the ultimate results medium,” he said. “TV today is the golden goose of advertising and media. Its power to create emotions and change minds is unmatched.”
Capping off day two of Ad Summit Pilipinas 2016, Eric Cruz, Executive Creative Director at AKQA Shanghai talked about cultivating the future farmers of tomorrow, “creative people are now in the best position to lead the human evolution.” And to answer the question, how do we cultivate a new tomorrow? Think limitless. Have no borders in life.