Patrick Low, Executive Creative Director of Y&R Singapore and Singapore’s Advertising Hall of Fame Creative Director of the Year 2007, was in Temasek Design School on 15th July 2008 to speak with Year 3 students from the Diploma in Visual Communication on the advertising industry.
Covering a complete spectrum of integrated campaigns, from brief, to strategy, to creative implementation and outcome; Mr. Low gave the students an insight of advertising outside of the classroom. The case studies were interspersed with interesting anecdotes, practical tips and behind the scene processes in a campaign development.
In reply to an eager voice from the audience, Patrick asserted, “(In advertising) the first challenge is to create something different. Come up with something fresh and different to break the inertia… Sometimes, safety is not a good thing. But you must be different with relevance.” Mr. Low continued “at the end of the day, it’s your book (creative portfolio’s are referred to as “books” in the advertising industry) that’ll make all the difference. And you must think very carefully about how you approach the Creative Director.”
When asked what makes an applicant stand out, he remarked “it is their hunger and determination as well as their initiative”. Taking an introspective pause, he said “It’s all about the attitude,”
Patrick Low also sits on the Temasek Design School Advisory Committee.
In ensuring students and graduates are kept relevant with the creative industry and that they start developing their creative network early, Temasek Design School regularly engages partners and alumni, who are at the head of their game, in talks, workshops and other interaction opportunities.
