Advertising Association of Pakistan (AAP), in collaboration with Revelation Inc, recently held a one-day creative workshop, titled 'The Method to the Madness' at a local hotel. The workshop was the first in a series of 4 workshops planned by AAP to be held in the next financial year.
Designed for young advertising professionals and students, the workshop presented the creative process the top creative directors put into practice in the development of strategies and concepts for clients. It was originally planned for only 30 people but due to the overwhelming response from the ad agencies, the number of participants was increased to 47.
The day started with the welcome speech by Shahnoor Ahmed, Chairman, AAP, who thanked the members of AAP for their enthusiastic response. He was followed by presentations by the top 5 creative directors from various agencies of Pakistan on different aspects of "The Big Idea".
Speakers present at the occasion were Farah Naz Haider, former Executive Creative Director, JWT, Shoaib Qureshy, Chief Strategy Officer, Bulls Eye, Neil Chirsty, Creative Director and CEO, Headlion Group, Zohra Yusuf, Creative Director, Spectrum YR and Saman Shadab, Creative Manager, Lowe-Rauf.
The presentations were followed by the campaign development exercise specially designed for the participants of the programme. Fuad Chundrigar, Vice-President Marketing, Engro Foods presented a real life brand brief for "Tarang". The participants were divided into 6 teams and were asked to pitch for the "Tarang" account on the basis of their Big Idea Presentation. Fuad Chundrigar, Neil Chirsty and Farah Naz Haider were the judges for the competition.
A highly entertaining and informative presentation session followed and the participants presented their ideas to the best of their understanding. In the concluding session of the day, Shahnoor Ahmed, Chairman, AAP and Khalid Rauf, Senior Vice-Chairman, AAP presented awards to the winning team. While giving the concluding remarks, Shahnoor Ahmed thanked the judges and Fuad for their presence. Overall the seminar was very appreciated by all. AAP plans to do an advertising workshop every quarter.-PR