S'pore CDs push graduate training

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