Insights on award-winning creativity from Redbin’s lead problem solvers

This post is sponsored by Redbin Communications.

The award-winning work

We are thrilled to share that our solution for an international brand was deemed a great success. Redbin won silver for Excellence in Marketing Innovation, and bronze for Excellence in Marketing to a Specific Audience, at the recently concluded Philippines Marketing Excellence Awards 2021.

The challenge for the brand was to provide outdoor hubs for its consumers, and even non-consumers. After some brainstorming sessions, we brought out a solution that ignited a brand-customer interaction – well-designed designated areas, and the Philippines’ first-ever omni-channel communication hub.

We constructed aesthetically pleasing hubs across 13 of Ayala Malls’ busiest establishments, and inside of each hub, was either a kiosk or a vending machine containing the brand’s products.

By letting people connect to the free Wi-Fi available in selected hubs, users could be updated on existing promos and events of the brand via splash pages, along with the physical posters.

And via the Wi-Fi, the brand was also able to gain access to responsibly collected data such as email addresses and phone numbers, among other things. On top of it all, Redbin developed a proprietary app called Abacus that monitored the products purchased inside the hubs, and which brands, they were.

As we lit up a highly targeted brand communications strategy, the campaign did wonders not only for the agency, but also for the brand, as it recorded a significant increase in sales in just the first three months.

The problem solvers on works that drive results

We asked our chief problem solver Ben Berdin why Redbin was called problem solvers. Without batting an eyelash, he confidently said: “We are a brand-first agency. We drive results.”

And this is what our “problem in, solution out” philosophy is all about – bringing out strategic solutions.

With 23 years of experience in the industry, Berdin highlights his never-ending passion for brand building, so much so he has no dream brands to work with. He said: 

“I don’t have dream brands. And I don’t have to choose one. Instead, what I dream is for Redbin to help build any unknown brand into something great.” 

Our general manager Jam Loresto, who has more than a decade of experience in different fields in advertising – from ATL and BTL to media buying – shared that one can only bring out effective solutions when strategic creativity is in place.

She defined it as: “Carefully planned ideas. At Redbin, we’ve always been more enthusiastic tackling challenging requirements; where we need to do more than the usual, pushing the extension of the boundaries. When the requirements or scope is more complex that’s where we truly succeed as problem solvers.”

Having spent 17 years of creativity with various local and international brands, our copy-based creative director Kirk Kaiser gives his own take on solving problems through strategic creativity.

“Strategic creativity is objective. No ifs and buts about it. It can be as complex as creating new technology that solves real-life hunger via virtual food or as simple as a poster telling you that your recycled materials can build a house someday,” he said. “As long as it solves the challenge that the agency has been tasked with, then you know you’ve done your job.”

At the end of the day, it all goes back to the strategy behind the work. This is how our art-based creative director Elvin Julian III sees the value of strategic creativity.

Backed by years of working with big brands, he said: “Strategic creativity should be good in attacking a problem. Executions can be wild or out of the box, but staying aligned with the purpose or strategy should always be observed.”

For someone who has devoted time to creating below-the-line campaigns for established brands, our agency’s senior account manager Steph Castillo shared that having complete execution plans with feasible ideas is a must for strategic creative work.

She said ideas must not just be creative, but “should be doable and solve real-life problems”.

Redbin’s account director Jenica Kabigting agreed that strategic creativity consists of careful planning. She said it must be supported by data.

“Now in the digital era, we have several resources that would enable us in the industry to find creative solutions to real-life problems,” she said, sharing her learnings after having worked with different clients from telecommunications to pharmaceuticals, and other industries.

Life as a problem solver at Redbin

Nothing beats the fulfilment of getting back to clients with solutions for their problems. 

“Being a problem solver and having the mindset of a problem solver, where every day starts with challenges and every day ends with solutions is fulfilling,” Loresto said.

“It never gets to be routine or boring! You get to tackle internal and external issues directly, just focusing on problems and solutions. Having this mindset helps me be more efficient and focused.”

For someone as fun as Julian, it is definitely a good time to lead creatives. He admits that challenges are here and there, but the learning experience with his team is what he enjoys.

“It's quite challenging to lead a growing team in these changing times, it gets overwhelming. But while I am leading the team, I am learning from everyone as well. We learn from each other, and that’s what matters.”

As they say, teamwork makes the dreamwork. No wonder Kaiser loves to collaborate not only with the creatives, but with everyone in the team.

“I’m a strong believer in the collaborative spirit and I enjoy getting my hands dirty as long as the team is in the mud with me.”

Problem solving style

Coming from different generations and backgrounds, problem solvers have their own way of attacking a problem. However, as Berdin said: 

“When they are put together for a unified purpose, they become irrefutable.”

Loresto said she thinks of the people affected by a problem. Being socially sensitive and a logical thinker helps her turn creative strategic ideas into efficient solutions.

Looking at past works online is what works for Julian.

“I take inspiration from the world, then I use it to come up with a work that’s unique and full of humour.”

To encapsulate our agency’s problem-solving style, Berdin added:

“Know the brand and its consumers by heart. Only then you’ll figure out the best solution.”

Goals for the present, and the future

The goal of our agency is to keep creating and solving and winning. No one prepares to lose. That is why our agency only prepares to win each and every time. May it be winning new brands, winning the hearts of consumers, or even simply getting through each day knowing we have done our very best to bring out solutions our clients are in need of. Every win, may it be small, or big, we celebrate, and welcome it all at Redbin.

Award-winning creativity is strategic creativity

All insights from Redbin’s thought leaders only conclude that award-winning creativity is a result of strategic creativity. From ideation to execution, we create works that do not just look pretty, but works that solve real problems.

We empathise with our clients, and understand that their real problems equally need real solutions. And that is exactly why Redbin is here to stay.

Visit redbinpiso.com and connect with Redbin on LinkedIn and Facebook to learn more.