Janet shares her learnings from Spikes Asia

It's amazing how much the ad scene around the world, and especially in Asia has evolved. In the words of TBWA's John Hunt "Our playground has gotten so much bigger."
These talks aim to open your mind, heart and imagination.

BRAND IDEALS
Created by Chris Garbutt of Ogilvy & Mather Paris
Delivered with permission by Janet Lee
Date : 7th October (Wed)
Time : 7 - 9pm
Venue : 95% The Advertising Academy
Fee : RM50. Free for graduates, RM10 for guests of graduates.

4 TRENDS AT AWARD SHOWS
Created by Chris Garbutt of Ogilvy & Mather Paris
Delivered with permission by Janet Lee
Date : 15th October (Thurs)
Time : 7 - 9pm
Venue : 95% The Advertising Academy
Fee : RM50. Free for graduates, RM10 for guests of graduates.

Graduates of 95% are those who have completed the following trainings :
Idea Rawkstarrs
Hydrogen
Copywriters In Progress
Ad Newbies In Progress
and the previous 2-month trainings.

We've been getting many enquiries already and seats are limited. Book yours fast.
Email janetlee@95percent.com.my

Neil French at Spikes Asia

Janet re-connected with mentor and God, Neil French at Spikes Asia on Thursday 17th September.
Happy, happy, happy day :)








I had the privilege of working with Neil French 4 years into my career as a copywriter. From him, I learnt that an advertising master is one who is able to identify the core issue, solve it, and then explain it so clearly that everyone else immediately sees it too. Cracking the brief brilliantly is not enough, true mastery as Neil has demonstrated many times, is in being able to make the logic of the solution appear obvious.

At Spikes Asia last week, these are the gems I picked up from this great man who wears his sense of dignity like a magic cloak.

Neil says... "The truth is immutable. I have never in my life regretted telling the truth. It has always made my life better."

Neil's worst ad (yes, even God has done a bad ad) - A full colour double page spread back in UK. It didn't get a single response.

Neil's most awarded campaigns were for real clients : Chivas Regal, Kaminomoto and XO Beer for Singapore Press Holdings. He's brilliant at explaining his thinking to the client. And that's why he doesn't need to scam in order to win.

Click on the title of this post to view his work.

When the BBC reporter attempted to provoke Neil, he demonstrated that you cannot be ruffled unless you allow it. And he didn't. He calmly explained his POV with a patience I never knew he had. He has mellowed. Take it from me - I used to be known as "French Fried Janet".

As I sat watching the reporter try again and again to inflame the interview, I realised that most people judge ads on their surface value. They have absolutely no clue of the thinking process that led to its conception. No wonder they think advertising people are frivolous wankers. Perhaps this is a label we have earned. Too many clever gimmicky ads have been awarded around the world. Too many scams have been applauded.

For the industry to regain its credibility, I think we must follow the teachings of Neil.

One of his all time favourite campaigns that never won any awards anywhere, but was very good for the brand, is a series of films for Union Bank of Switzerland. http://www.neilfrench.com/ubs/index2.html
Brilliant moving work.

Must Watch!

If you have a goal that appears to be "impossible" right now, you must watch this Pantene TVC. Click on the title of this post and you'll be inspired.

Jeff Orr was one of the brains behind this. He says it never ran on TV. It was posted on Youtube 4 years ago. Wow, it took four years for the virus to spread!

Trapped Girls Updated Facebook Status Instead of Calling For Help

How crazy is this? Click on the title of this post to read the full article.

How to present Strategy

The only thing tougher than cracking an advertising strategy is how to sell it! How do you build your case and lead your audience step by step until they arrive at the obvious conclusion that your strategy is brilliant? This is a task that requires skill and creativity. Come hear from two people of different disciplines share how they do it.

Speakers : Joseph De Leon, Strategic Planning Director of Draft FCB & Woei Hern, Associate Creative Director of Dentsu Malaysia
Day & Date : Monday 24th August
Time : 7 - 8.30pm
Fee : No charge for graduates, RM10 for guests.

Dharma shares a CI case study

Award winning copywriter and executive creative director Dharma Somasundram has evolved into a brand consultant. As Managing Partner of a brand consultancy agency called Ova, Dharma has re-invented how CIs should be created and written. She shares her experience of creating successful CIs this Sunday at 95%.

TOPIC :
TRANSLATING STRATEGY TO A VISUAL IDENTITY SYSTEM.
It is important that a brand speaks in 1 voice across its many touchpoints – a visual system being one of those touchpoints. Find out how a visual communications system can be on-brand, yet flexible enough to meet creative and advertising needs.

Day & Date : Sunday 23rd August
Time : 2 - 3pm
Venue : 95% The Advertising Academy
Fee : no charge for graduates, RM10 for guests.

To book your seat, email janetlee@95percent.com.my

Thanks Woei Hern!

Woei Hern, Associate Creative Director of Dentsu Malaysia, gave up Capoeira practice last night to come and judge the advertising strategies written by the current batch of Idea Rawkstarrs.

This morning, he posted this on his blog. Click on the title of this post to read and learn.

Age shouldn't be a barrier to greatness

Many great things in history were achieved at young age. We are inspired by this video...

Brainstorm with Jeff Orr, ECD of TBWA

This generous man is back to lead another brainstorm. This time, it's for a real project, and if your ideas are selected, they will actually be produced.

Briefing : 3rd August, Monday. 7pm - 8.30pm
Brainstorm : 7th August, Friday. 6.30pm til late.

Jeff is an inspiring mentor and ECD who has raised many of today's top Creative Directors, including Edwin Leong, ECD and Chairman of JWT and Andy Soong, ECD of Publicis. The way he thinks will open up your mind. It'll be hard work, but you'll learn lots.

This event is only for graduates and current participants of 95%.

To book your seat, email janetlee@95percent.com.my

"I'm going to have the most awesome tweets now because of this." Tien Ming

While people protesting the ISA, we were examining headlines and each other's body parts. It was a 2-hour talk titled 'The Lost Art of Great Headlines' by Janet Lee. Was it worth fighting through the massive traffic jams and roadblocks to get here? Here are some of their comments...

"Glad to know headlines can be more than just add-ons to visuals." Rudy La Faber

"You'll never look at headlines the same way agin." Jonathan Yap

"Janet made us write @#%$#@ things about our classmate! The perve! I would have loved to have seen more examples." Adlin

"Life is never the same once you've trained at 95%!" Alice Yong

"Writing is more fun when you know the rules." Ong Sue Yin

"Makes life easier!" Ben Ng

"Even after graduation, I learn something new each time I come back." Ng Bee Nee

"Copywriting rocks. Advertising rocks. I rock." Vince Lee

It was so good to welcome back our graduates. It was like a family reunion with graduates from different 'generations' coming together and getting to know each other.

The Lost Art of Great Headlines will be on again on 23rd August, Sunday, 10am - 12pm.
Entrance Fee : RM195
Graduates and current Idea Rawkstarrs, no fee.
Guests of graduates : RM50
To book your seat, email janetlee@95percent.com.my

Stacy's Scraps

The best ideas come when you are focussed on making customers happy :)
Click on the title to read this simple success story.

Savvy Presenter Tip No. 1

To find out more, click on the title of this post.
Or contact gracelook@95percent.com.my