ASIA-PACIFIC – PATTAYA, THAILAND, MARCH 13, 2012: Creatives need to “create and destroy” themselves in order to move forward and progress into new territories, said Eric Cruz, executive creative director of Leo Burnett and Arc Worldwide Malaysia.
“Reinvention is the root for rebirth. At ADFEST, I’d like to teach delegates how to unlearn what they know, de-professionalize, get lost, then learn everything again and hopefully find themselves anew in the process,” says the Filipino-American director, designer, and educator.
“ADFEST delegates will gain an insight into how I approach things and my overall outlook on the dynamically changing nature of communications,” Cruz added.
Creativity shifted in the last decade as traditional media gave way to new media, which then quickly became old media, said Cruz. These quick-paced changes and innovations bring to front new sets of rules, to which the skill sets of creatives must also keep pace with.
Cruz will shed light on pressing questions about the new generation of creatives and explain why reinvention is the key to the industry’s survival in his ADFEST 2012 talk entitled “ Leo Burnett Presents Reinvention: A Decade of History & Change”. The session is slated on Monday, March 19 at 12pm.
Cruz previously worked at Wieden+Kennedy in London and Tokyo. He co-founded W+K Tokyo Lab, which is W+K’s experimental music label and creative think tank.
ADFEST 2012 will be held on March 18-20 at PEACH, Royal Cliff Hotels Group, Pattaya, Thailand. Delegate passes are available at www.adfest.com.
adobo will be on the ground for live updates on March 18-20, log on to www.adobomagazine.com/adfest2012/ for more information.
