Creative Corner - Apr08

Traditional channels can be exactly that...traditional.

Well, we're not thinking out of the box enough. It's strange - even though we keep using the word "creative", many would tend to think in the form of ads, like press ads, TV ads, posters so on.

We need to explore and try new methods of communication - new executions and new types of media. We need to offer fresh, creative responses to marketing challenges. We need to go beyond ads.

At times, it could also be about solving marketing solutions in a creative way. Simply having a sampling lady promoting the benefits of a drink at a chiller can be as a valid a marketing solution as a well designed poster. Traditional ads are not always the answer.

It's not that we are totally addicted to traditional channels. There have been attempts to break out. But more can be done. Much more.

The reliance on ads means there's far too many of them. This results in clutter which is a major problem. Ads are everywhere. In the papers, on radio, TV, online, inside buildings, outside buildings. We are all bombarded by countless messages everyday. Not many get noticed, and interesting ideas or a fresh look to it does help to grab attention.

People are selective of what they want to read these days, as they are probably too busy with playing their handheld games, busy with their iPods, or maybe SMS chatting?

Again it's about finding creative media options to get to them. (I miss having media under the same roof). And of course, I try to keep up with new media.

Due to the reliance on the usual ad formats, creatives are pressured into making their ads more elaborate and complex to stand out. Sometimes it works, other times we are trying too hard. The basic rule of advertising is to be simple, clear and honest. Complicated commercial messages add to the cluster.

Creatives should keep up with the times. How? It's hard to advise, many people have their own methods of finding inspiration. Besides being cooped up in room all day long, thinking about ads and talking about ads and reading about ads, I get onto the virtual world to research to hope something interesting hits me.

Going out lets you observe people, how they talk, walk, behave. How they react to their environment. What excites them. What turns their heads, what gets their attention. Going out gives creatives a feel of all the tools out there that we can use. These tools can be online, offline, whatever, basically anything that works.

Develop interests outside advertising. It helps you come up with ideas other ad people might not have used. For myself, I love design. Not just graphic design, but everything, from fashion design, to furniture design to product design. They inspire me. I have gotten very interesting advertising ideas from browsing furniture catalogues.

It is important to listen to the young ones. They have many fresh ideas on how to communicate. They have new computer keyboard short cuts. They stumble into new interesting websites, they are so much more resourceful than I was at their age. The more experienced you are, the more you should know how important it is to accept criticism.

Koh Hwee Peng

Creative Director

Grey Singapore