Adapting to advertising and digital fields
TECHNOLOGY is getting more sophisticated today, giving birth to a robust, fast-paced and ever-changing digital era, which sees the world being hooked to their mobile platforms such as phones, tablets or even phablets. Because being engaged to these mobile platforms has become such a necessity in society in both working and personal environments, the demand for digital content and digital experience has grown tremendously.
According to findings by Malaysian Digital Association (MDA), the estimated digital revenue (including social media advertising and other forms of advertising) in Malaysia for 2017 amounts to RM1.5bil. In 2020, revenue through digital advertising on mobile alone will generate RM716.63mil. Digital advertising has become part and parcel of our everyday life that helps us make essential purchase decisions. It plays a role to inform and persuade us to tell us about a particular product or service and is one of the tools in marketing that plays an important role in the lives of both the marketer and consumer. Over the years, with improving technologies and methods of communication, advertising has become more personalised and creative.
Coming up with original award-winning ideas are getting more and more challenging and ideas are the root of a great advertising campaign. It’s been said that everything that could have been said or done has already been said and done. The key to keeping ideas fresh is to stay connected to the target audience and understand them like we do the back of our hands as well as how they respond to different communication messages and different communication channels.
At The One Academy, the Advertising and Graphic Design syllabus is curated to ensure students are continuously exposed to great advertising that they may study its characteristics, understand the creative process and stay inspired. Recognising the demands of the digital field, Diploma in Multimedia and BA (Hons) Digital Media Design are also offered.
As part of its “Masters Train Masters” coaching philosophy, The One Academy also collaborates with the world’s best multi-award winning advertising agencies and engages its executive creative directors to speak to its students such as Cheil Worldwide Korean executive creative director Thomas Kim who was ranked No.8 according to the Directory Big Won Rankings, Asia’s No.7 in Top 20 Most Awarded Creative Directors in Asia and The One Academy graduate Tan Chee Keong, Y&R Malaysia’s Award-Winning executive creative director Gigi Lee, NagaDDB’s highly decorated executive creative director Alvin Teoh and more.
Through various sharing sessions and workshops, students not only engage and interact with these industriy experts but also find that their understanding for the craft of digital advertising deepens while learning that advertising campaigns that emulate the voice of their target audience and are creatively executed have a higher potential to be popular among their intended audience.
It is most vital that those who are passionate and committed to improving the craft of digital advertising to constantly expose themselves to their surrounding world and understand people not just with their head but also their heart to keep the well of ideas constantly full.
As one of the leading creative institutions in the region, The One Academy is committed to providing the best art education through diploma and degree courses. The One Academy offers Interior Architecture and Design, Advertising and Graphic Design, Digital Animation with Game Development, Film Visual Effects, Multimedia Design with Digital Media and Interactive Design, Illustration, Movie and Game Art, ESMOD Fashion Design and Pattern Making and Fine Arts.
■ For details on The One Academy, visit www.toa.edu.my, call 03-5637 5510 or e-mail enquiry@toa.edu.my.