4As Promotes commercial creativity in Penang

The Northern Chapter of the 4As is organising a “creative workshop” designed to demystify the role of advertising agencies as nothing more than mere designers and storytellers on 15 August at the Cinnamon Restaurant, Hotel Penaga.
The 4As Penang Creative Workshop, targeting employees of 4As member and non-member agencies, and tertiary students specialising in Advertising, Graphics, and Multimedia Design, is a full-day event conducted by award-winning advertising professional Yeoh Oon Hoong and MD Shaidik.

The advertising industry today is rarely appreciated for its High Value Ideas that propagate a brand’s appeal, growth and value with the rapid advances in digital technology.

“In the current environment, advertising is largely misrepresented as being expensive and irrelevant,” says Keah Yu Kee, the workshop’s organising chairman. “Clients often fail to see us as creative provocateurs armed with professional expertise and skills to generate creative ideas valuable to a brand’s growth.”

The workshop, notes Keah, aims to address such concerns by educating and inculcating a culture that drives ideas and creativity among advertising practitioners, particularly in the Northern region, so that we are recognised and valued by clients.”

The day-long program covers presentations, case studies, exercises, and interactive discussions on topics ranging from the pitch process, devising strategic plans, and their successful implementation. Participants will have an opportunity to work on creative briefs and present their ideas for feedback.

Yeoh, the Creative Director of McCann Erickson Malaysia, has worked with clients such as Petronas Motorsports and Mitsubishi Motors. He previously bagged several Kancil Awards, The One Show, and the Time Asia Pacific Award.

Shaidik, the Creative Director of iflix Malaysia, is a specialist in Brand Development, Creative Direction, andCreative and Digital Strategy. He has worked with numerous international advertising agencies and won multiple Kancil Awards, the New York Festival Award, Asia Interactive Award, and the Telly Award,

Keah adds that there are plans to organise a series of workshops targeting advertising agencies, clients and marketers to foster a better understanding of the advertising industry, its role, and the values it provides in building brands and its business prospects.

The workshop, limited to 20 participants, is priced at RM300 (inclusive of 6% GST) for 4As, members, and RM500 (inclusive of 6% GST) for non-members. The concession price for tertiary students is RM 150 (inclusive of 6% GST). 4As members who attend the workshop are eligible to claim Boomerang points.

Those interested in registering for the workshop can email
kee@jump.com.my for details.