Concerns about the standard of work coming from advertising and
graphic design students have led some of Singapore's top creative
directors to band together under the Institute of Advertising in
Singapore (IAS) to establish a creative training course.
Mr Chris Kyme, regional creative director at FCB, who was instrumental
in establishing the course, found that gaduates have the technical
skills but often fail to generate the strong ideas needed to create
award-winning work.
Mr Kyme lobbied the IAS and generated support in the industry by
highlighting concerns, which were raised at last year's Creative Circle
Awards (CCA).
Mr Kyme, who was on the CCA judging panel, said: "Many of the judges
agreed the student entries were quite bad and something had to be done
about it."
Classses will be conducted by Andy Greenaway, executive creative
director, Ogilvy & Mather; Shane Gibson, creative director, M&C Saatchi;
and Linda Locke, regional creative director Leo Burnett. Participating
students will receive a creative brief each fortnight to be completed
before the following class when it will be assessed by a creative
director.
