Date: 26 September 2019
Venue: Lecture Theatre 13
This workshop was presented by the managing director of Gushcloud, Wan Hou Yin. He began by introducing himself and explaining what are different services the company provides. Gushcloud is classified as a media owner that connects audiences and brands to influencers and content creators through brand strategy and marketing. Next, he explains several types of agencies which includes digital agencies, media agencies, public relations agency and creative agencies.
Based on my understanding from Mr. Hou’s explanation, digital agencies are companies that provide creative designs and technological development for screen-based products and services. They take the overall user experience on brand’s digital platform of the different types of devices used into consideration and provide various services such as mobile and web application development, UX/UI web design, search engine optimization (SEO), social media and content marketing and digital signages.
The next type of agency that was talked about was media agency. Media agency is in charge of the strategic recommendations of media activity for a client’s campaign. They offer planning services where they deliver a media plan to maximise advertising exposure and impact towards the growth of effective communications. Media agencies also specialises in finding the right placement at the most suitable time with the best price for your campaign. I have learnt that they are able negotiate more to secure a better price as they purchase a lot of advertisement space.
Other than that, I’ve also learnt that public relations agencies are different from advertising agencies, promoting companies and individuals through editorial coverage. It is known as earned or free media which are stories appearing on websites, newspapers, magazines and TV programs in comparison to paid media or advertisements. Example of what public relations agencies do are copy writing and blogging for the web.
According to the speaker, creative agencies are recognised for designing great logos, products and marketing them to achieve a united overall branding feel. I have learnt that a strong logo, striking headlines, eye-popping colours and design are one of the most important aspects of an advertisement. There is no doubt that the competition in the advertising industry is getting more intense and tougher.
In addition, a few advertisements from Prudential, La Cremeria and Sensodyne were briefly explained in terms of their creativity and visual aspects. This made me realise how important marketing and advertising are in the market when it is excellently produced. An effective and impactful advertisement is when your advertisement is able to resonate with your target audience by delivering a relatable message above and beyond the product or service itself. I find the advertisement from Prudential’s UNSUAY campaign very interesting and quirky as it builds an emotional connection owing to the fact that I grew up believing in those Chinese gestures such as “Touch wood” and “Choi” when someone mentions death. For that, Prudential came up with a brilliant tagline, ‘Superstition can’t cover you’.
Overall, I find this workshop very interesting as it has inspired me to produce more creative contents that will be beneficial to me in my future career in the public relations and events management field. I am able to understand the different types of agencies better in hope of making the right choice when choosing my career path. The fact that Mr. Wan appears to be a successful man at a young age has motivated me to improve myself and work harder in life.
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