Why The World Need Superman

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Why you have to be a Creative Generalist
a presentation for pelangi advertising surabaya
9/4/2009

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Why The World Need Superman

  1. 1. WHY THE WORLD NEED SUPERMAN BY LOIS LANE
  2. 2. WHY THE WORLD NEED SUPERDESIGNER Presented by M. Rizki Suluh Adi 9 April 2006
  3. 3. Ad agency <ul><li>Spesialisasi Skill </li></ul><ul><li>Team artist, writers, media analyst, researchers, dan skill spesifik lainnya </li></ul><ul><li>Pengalaman </li></ul>
  4. 4. Tipe Ad Agency <ul><li>Full Service Agencies </li></ul><ul><ul><li>Ful range of marketing, communication and promotion services </li></ul></ul><ul><ul><li>Planning, creating and producing </li></ul></ul><ul><ul><li>Non ad service: strategic market planning, slaes promotions, direct marketing and interactive capabilities, package design, PR, publicity, etc </li></ul></ul><ul><li>Account Services </li></ul><ul><ul><li>Link between ad agency and its client </li></ul></ul><ul><ul><li>One or more account executives as liaison </li></ul></ul><ul><ul><li>AE is responsible for understanding the advertiser’s marketing and promotions need and interpreting them to agency personnel. Coordinates in planning, creating and producing ads. </li></ul></ul><ul><ul><li>AE presents agency recommendations and obtain client apporval </li></ul></ul>
  5. 5. Its more ? <ul><li>Pergeseran dari media tradisional ke daerah lain marketing communication : direct marketing, pr, sales promotion, event sponsorship </li></ul><ul><li>Subdivisi mengalahkan profit divisi lainnya </li></ul><ul><li>IMC mulai diperkenalkan </li></ul><ul><li>Leo Burnett, Fallon McElligott, … </li></ul>
  6. 6. IMC Spread outs <ul><li>Burnetters were expected to interact with clients not as advertising specialist who happened to know about sales promotion, direct marketing, or public relations but as generalists able to work with a variety of integrated marketing tools. </li></ul>
  7. 7. Adapt or die <ul><li>While traditional agencies have been preaching integrated marketing for years, many have not been really practicing it. However, these agencies are realizing they must alter their course if they plan to be competitive in the future. They are retraining their staffers in the use and best practices of various IMC tools and getting them, at long last, to focus on total communications solutions to their client’s businesses. </li></ul>
  8. 8. Tipe Agency lain <ul><li>Creative Boutique </li></ul><ul><ul><li>Only Creative Services </li></ul></ul><ul><ul><li>Client’s desires to use only the creative talent of an outsider while maintaining other functions internally. </li></ul></ul><ul><li>Media Buying Services </li></ul>
  9. 9. The role of Digital Artist <ul><li>Spearheading the company </li></ul><ul><li>Interpreting the client’s needs </li></ul><ul><li>More and more complex and integrated roles are needed </li></ul>
  10. 10. Creative sparks <ul><li>Mood management </li></ul><ul><li>Knowledge </li></ul><ul><li>Skill </li></ul><ul><li>Time </li></ul>
  11. 11. Weapon of choice <ul><li>Brainware </li></ul><ul><li>Hardware </li></ul><ul><ul><li>Pencil and paper </li></ul></ul><ul><ul><li>Going digital </li></ul></ul><ul><li>Software </li></ul><ul><li>Underwear </li></ul><ul><li>Google and Wikipedia </li></ul>
  12. 12. Software <ul><li>Graphic & Illustration </li></ul><ul><ul><li>– Adobe Photoshop </li></ul></ul><ul><ul><li>– Adobe Illustrator </li></ul></ul><ul><ul><li>– Macromedia Freehand </li></ul></ul><ul><ul><li>– CorelDraw </li></ul></ul><ul><li>Web Design </li></ul><ul><ul><li>– Macromedia Dreamweaver </li></ul></ul><ul><ul><li>– Macromedia Fireworks </li></ul></ul><ul><ul><li>– Macromedia Flash </li></ul></ul>
  13. 13. Software <ul><li>Multimedia Authoring </li></ul><ul><ul><li>– Macromedia Director </li></ul></ul><ul><ul><li>– Macromedia Authorware </li></ul></ul><ul><ul><li>– Macromedia Flash </li></ul></ul><ul><li>Multimedia Presentation </li></ul><ul><ul><li>– Macromedia Flash </li></ul></ul><ul><ul><li>– Microsoft Powerpoint </li></ul></ul><ul><ul><li>– Adobe Acrobat </li></ul></ul>
  14. 14. Software <ul><li>Digital Video </li></ul><ul><ul><li>– Adobe Premiere </li></ul></ul><ul><ul><li>– Ulead Media Studio </li></ul></ul><ul><ul><li>– Avid DV Xpress </li></ul></ul><ul><ul><li>– Apple Final Cut Pro </li></ul></ul><ul><li>Visual Effects </li></ul><ul><ul><li>– Adobe After Effects </li></ul></ul><ul><ul><li>– Discreet Combustion </li></ul></ul><ul><ul><li>– Eyeon Digital Fusion </li></ul></ul>
  15. 15. Software <ul><li>3D Animation </li></ul><ul><ul><li>– Autodesk 3ds max </li></ul></ul><ul><ul><li>– Autodesk Maya </li></ul></ul><ul><ul><li>– Newtek Lightwave </li></ul></ul><ul><li>2D Animation </li></ul><ul><ul><li>– Macromedia Flash </li></ul></ul><ul><ul><li>– Adobe After Effects </li></ul></ul>
  16. 16. Multimedia Elements <ul><li>Background </li></ul><ul><li>Windows and panels </li></ul><ul><li>Buttons and controls </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Text </li></ul><ul><li>Sound and Music </li></ul><ul><li>Animation </li></ul>
  17. 17. Untuk pertanyaan dan diskusi email ke [email_address]

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