Creativity is ever-evolving. This is why no matter where you are on your creative journey, one thing should always be constant: growth.
The country's premier growth agency, The Huddle Room, together with its data-driven creative arm Laddr, celebrated creative growth last September 20, 2022 during its first-ever Creative Conversations or CreaCon in Unwined, BGC. This initiative cements the agency's commitment to look out for the continuous growth of its people, partners, and the industry. With a string of inspiring talks, CreaCon reiterated the agency’s passion to help raise the industry’s bar when it comes to creative pursuits.
Aside from The Huddle Room’s own people, present at the event were participants from ABS-CBN, GMA Network, TV5, Manila Broadcasting Company, Radio Mindanao Network, The Philippine Star, and Philippine Daily Inquirer. There were also students from the University of the Philippines’ College of Mass Communication and University of Asia and the Pacific’s Communication Program who joined the event via Zoom.
The speakers were industry bigwigs known to have truly pushed the envelope in creativity. The event began with a talk led by Merlee Cruz-Jayme, the only woman named by Campaign Brief Asia among the region’s 20 top creative directors, and the first Filipino to receive The Creative of the Year for SEA in the Campaign Asia Pacific Agency of the Year. Cruz-Jayme discussed the effective ways to break down the ways to spark innovation through her talk “Ideate, Create, Innovate.” The discussion allowed participants to understand the thought process behind some of the world’s best ad campaigns. What followed was a book signing session where the speaker shared her newest release, “Chairmom: The Winning Combination of Mommyhood and Career.”
The next speaker was award-winning comic book writer and illustrator of the Trese Bloodlines, seasoned Creative Director with 25 years of experience, JB Tapia. In a talk called “Pitch Craft: The Basics of Selling Your Creative Work,” Tapia discussed how to win over clients by harnessing the power of storytelling. He demonstrated ways to use strategy and storytelling to make a pitch more engaging. After all, knowing how to present your campaign idea in marketing is already half the battle.
Wrapping up the one day creative session was Lilit Reyes, Palanca Award-winning writer for screenplays such as “Changing Partners” (2017) and a number of iconic advertising campaigns. Through his talk, The Power of Storytelling, he stressed the importance of looking beyond the surface and digging deep into one’s characters to tell compelling stories. Powerful stories that could bring back what was lost during the pandemic — humanity.
With all the insightful conversations that took place, CreaCon stayed true to its goal of championing creative growth. According to The Huddle Room and Laddr, the event is just the first of many CreaCons the agency has planned in its aim to embolden a generation of innovators to reach new heights. After all, creativity is essential to help us survive and thrive now more than ever.