OVERVIEW:

New Trainers. New Ideas. New Stories. New Thinking.

Our best-selling workshop is back! If you missed our last one, this is the workshop for you. If

you’ve enjoyed the sessions- join us this year, and stay updated on the latest and newest.

A 4-day workshop by industry icons.

Data, technology and creativity are coming together like never before. Find out how this

convergence has helped San Yen, Woei Hern, Adam Miranda, Emir Shafri, and Edward Ong, and

how it can help take your thinking to the next level.

Do they have all the answers? Nobody does. But if you keep doing the same old same old, don’t

expect different results.

Skills in the digital age isn’t just about mastery of digital tools. It’s about making connections

with people and how to solve marketing problems more effectively.

The only way to stay relevant is to keep learning, keep reinventing.

Why attend:

To learn from the best minds in digital ideation.

To find out how data, tech and creativity are converging to solve marketing problems.

Who should attend:

Marketers, digital, media and creative agency people.

Everybody who wants to stay relevant in the digital space and sharpen their digital edge.

Dates : Fri 29 Sep, Sat 30 Sep, Fri 6 Oct and Sat 7 Oct 2017 Time : 9am – 5pm Venue : VSQ @ PJ City Centre Fee*: RM 4,200 per pax RM 3,990 per pax for Early Birds before 15 September 2017 RM 3,990 per pax for groups of 2 or more *Subject to 6% GST

To book: Call Kam (03) 7931 1833 / 016 4110577 OR Call Gabriel (03) 7931 1833 / 017 3005757 Email us at tapleaders@tap.iact.my

DAY ONE: AM (Facilitator: Edward Ong)

SESSIONS

Module 1: Introduction

Workshop and speakers overview. What to expect and what you’ll take away.

Module 2: Critical and Creative Thinking

What’s the difference? Why does it matter? Examples of each and how we can apply it.

Module 3: An insight into insights

A closer look at one of the most overused words in the agency. What it is, what it is not, and how to get more of them.

Module 4: Think and see differently

The fish is the last animal to discover water. How to find and wear new lenses to make

sense of the world we live in.

DAY ONE: PM (Facilitator: Adam Miranda)

SESSIONS

Module 1: Fish Out of Water

What inspired us to start Fishermen.

What sort of identity did we want to create for ourselves. And our clients.

Module 2: YOU X YOUR BRAND

What inspires YOU personally?

What inspires the BRAND you work for?

Module 3: Bringing Yourself Into Your Brand

Can Brand goals be Personal goals too?

Module 4: What will you do with what you have

Everybody has the same tools. What are you going to do with them?

Module 5: Your worldview is unique

And it matters more than ever.

DAY TWO (Facilitator: Emir Shafri)

SESSIONS

Module 1: The Evolution of the Creative Process

The ‘60s gave us the art and copy team. But advertising has evolved so fast over the past half

century. The creative team of today needs to help brands not just say, but also do.

Module 2: Listen to the Ground

The best solutions aren’t top-down, but bottom-up. Inspired by the Design Thinking process –

used by everyone from startups, to Fortune 500 companies – we’ll learn some tools to help

us gain empathy for the end customer.

Module 3: Define the Problem

Einstein once said that if he had an hour to solve a problem, he’d spend 55 minutes thinking

about the problem, and five minutes solving it. We’re going to work together on defining the

problem, before we even begin thinking about ideas.

Module 4: Ideate

Now that we’ve defined the problem, it is time to ideate. We’ll go for volume, before

distilling it down to a testable solution.

Module 5: Prototype and Experiment

Unlike agencies, startups don’t wait till an idea is executed 100% before launching it. They

launch Minimum Viable Products. Borrowing thoughts like the Lean Startup Methodology

from the startup world, we’ll learn how to build quickly, screw up fast, learn even faster, and

repeat.

DAY THREE (Facilitator: Chan Woei Hern)

Hello team! Today’s workshop is all about giving you all tools, tips and techniques that

we can all take back to our teams to apply and practice. There’ll be some cakap-cakap.

There’ll be discussions. There’ll be lots of things you’re expected to do together with me

because let’s be honest here, I’m also learning along the way. Let’s have fun.

SESSIONS

Module 1: The new old school paradox

An introduction to the current landscape

Module 2: Thinking like a Jazz musician

Improve thinking in the social age

Module 3: Thinking like an F1 engineer

How to work with a New School Team

Module 4: Idea Hacking

How to innovate when there’s no funding

Module 5: Prototyping

Collab and make something with a Client - Jonathan Ha, Online Platforms – Innovation, Strategy & Transformation, MAXIS BERHAD

DAY FOUR (Facilitator: Liew San Yen)

Sanyen Survival Skills 101

There’ll be things you learn, things you’ll unlearn, and things you’ll relearn. As long as

you’re open to explore, discuss and try all things new, you’ll survive. Today I’ll be sharing

some thoughts that I’ve picked up throughout my time in the industry. Hopefully they

will help you along your way.

SESSIONS

Module 1: Creativity Today

The Evolution of Creatives

Exercise: Defining your Game Stats

Module 2: The Science of Experience

ExD in Storytelling

Exercise: Choreograph your Works

Module 3: Data, The Frienemy

Case Study

Data: Fueling or Limiting Creativity

Exercise: Decoding Data

Module 4: Prototyping Ideas

Learn through making

Case Study

Exercise: Expanding Your Tool Box

YOUR FACILITATORS:

D&AD copy maestro Edward Ong was born in

the last millennium. Back when Pluto was still a

planet, vampires were the bad guys, comic

books (single issue, newsstand edition) cost

RM1.80 and people wrote and read long copy

ads.

Ed is a former regional copy chief, having

worked with some of the most interesting

minds on the planet. Secretly though, he's still hoping some of their

'interestingness' will rub off on him.

Over the years, Ed has done campaigns for Sony, Tiger Beer, Caltex, Singapore

Navy, SMU (Singapore Management University), Soroptimists and Penguin Books.

In addition, he also helped develop and build brands within The Star media group.

Awards-wise, he's won a couple, maybe more. In any case, he prefers to do a bit of

reading, writing and coming up with project ideas for which he'll never find the

time; rather than keeping track of the medal count.

When digital took over, Ed re-learned everything. He is constantly on the lookout

for smart, silly, funny, witty and wicked copy ideas.

Edward is a father to two lovely children, husband to a lovelier wife and owner of

too many comic books.

YOUR FACILITATORS (cont.):

Adam Miranda built his copywriting career

in Kuala Lumpur over 9 years, with Saatchi

& Saatchi and then BBDO, in what can only

be described as the best years a young

creative guy could have.

He then carried that experience with him

across the causeway, cleared immigration,

and ended up in Y&R Singapore. It was

here that he grew into a creative leader.

Adam had a random idea in 2012 to quit his job and start an agency called

Fishermen.

In 2015, Fishermen reeled in the Golden Kancil for BSN Bank with Kucing Happy, a

social media campaign that made BSN the leading brand in Digital Content

Marketing. And it launched the agency into the uncharted territories of Branded

Entertainment.

Adam functions as Executive Creative Director, Part-time Producer, Junior

Community Manager, and pretty much everything else except Finance

Director. That's outsourced.

YOUR FACILITATORS (cont.):

Before returning to the motherland, Emir

Shafri was previously in Y&R Singapore, rising

through the ranks from copywriter to Head of

Digital, where he helped grow one of the top

digital departments in Singapore.

There, they worked on several oddball

experiments. Most of them fail. But

occasionally, few succeed. Like that time they

used mobile games to boost Singapore’s

Navy’s recruitment numbers, and win a few

digital and effectiveness awards in the process. Or that navigation app for the blind

that won an Asian agency’s first SXSW Interactive Innovation Award.

Their experiments helped Y&R Singapore become Asia’s top agency in Mobile at

Spikes and Singapore’s Agency of the Year for the first time ever, plus clinch

Singapore’s 1st Chimera Lion win and Titanium Lion nomination, on top of several

creative, innovation and effectiveness awards.

Emir was soon deported/transferred to Y&R Malaysia, eventually becoming its

youngest Executive Creative Director, for more oddball experimenting.

Thanks to all the experimenting, Emir was recently named one of Asia’s 6 most

exciting up-and-coming creative technologists, and invited to judge other

experiments at New York Festivals, Spikes Innovation, Young Guns, CCAs, Kancils and

more. Outside of work, he also spends time coaching students, as well as at startup

accelerator bootcamps, paying forward the lessons he learned from his team’s and

mentors’ experiments.

YOUR FACILITATORS (cont.):

Woei Hern is Executive Creative

Director of Ensemble Worldwide, the

creative arm of IPG Mediabrands.

He believes in constantly exploring ways

tech, data and storytelling can play

together and solve marketing

challenges. At Ensemble, he calls it

making unicorns because “The world

has too many ponies and too few

unicorns.”

Together with his merry-band of ensemblers, they’ve created breakthrough ideas

for Maxis, KFC, Tune, Grab, Johnson’s and Shell.

In just 12 months, Ensemble under the creative leadership of Woei Hern was

awarded Mumbrella’s SEA Emerging Agency of the Year. He’s also one of only two

Malaysians to have made it to Campaign Asia’s 40 under 40 list.

He has judged for the New York Festivals and Malaysian Effies, and is currently a

mentor for the Malaysian Global Innovation Center (MaGIC) Social Enterprise

Accelerator programme.

Woei Hern is also the guy who put children's voices in the Maxis/Waze app (the

first in the world) - the same voices which you now can't get out of your head.

YOUR FACILITATORS (cont.):

Sanyen is the ECD of Isobar Malaysia, formerly

founder of IF Interactive before it was acquired

under the Dentsu Aegis Group.

His work includes designing new media

interactions, learning and applying new

technologies and telling stories through digital

mediums. He continues to have a special place in

his heart for User Experience design. Clients he

has worked with include SK-II, Sony, Discovery

International, Toyota, Lexus, Unilever, British

American Tobacco, Fox International Channels, Mudah, ASTRO and CIMB – just to

name a few.

Under his creative leadership, Isobar has picked up over 100 awards from DMAM

(Direct Marketing Association Malaysia), MC2 (Malaysia’s Creative Circle), the One

Show Interactive, New York Festival, and the Webby Awards. Most recently, the

agency picked up the coveted Campaign Asia’s Agency of the year, two years in a

row (2015/16) and the Golden Kancil Award at the 2017 Kancil Awards.

Sanyen has also made appearances to speak and exhibit his work in various design

conferences in Stuttgart, Helsinki, Singapore, Melbourne and New Zealand, and

continues to share his passion as a guest speaker at various design universities in

Malaysia.

However, much of his achievements he attributes to a father who allowed him to

watch Doraemon instead of studying.