Following the successful collaboration between Hakuhodo Singapore and the Crowbar Awards – where “Make Your Fairy Tales Come True” was the theme – Ngee Ann Polytechnic (NP) has invited Hakuhodo Singapore to be its agency partner in a mentorship programme for students.
Hakuhodo Singapore’s recent efforts to nurture future generations at the Crowbar Awards and Ad Stars in Korea has further inspired the agency to lend its expertise in strategy, planning, digital media, copywriting and art direction in this mentorship programme for students. The Hakuhodo Group’s vision of Inventing the Future – through what’s referred to in Japanese as sei-katsu-sha (or people) – manifests itself in their commitment to nurturing the talents of tomorrow.
“With like-minded agencies such as Hakuhodo Singapore, our students acquire agency experience even before they graduate. Agency-based learning comes alive through lectures, client briefs, and mentorship sessions. Our students get a grasp of the what the industry is about early on, and they have first-mover advantage when they start work,” Christina Jimenez (Deputy Course Chair for the Diploma in Advertising & Public Relations, Ngee Ann Polytechnic) adds.
The mentorship programme spans approximately four months starting from October 2017. Representatives from Hakuhodo Singapore will share with students the processes and framework required to create client briefs through research and strategic problem-solving, and finally to execute ideas with copywriting and art direction techniques.
The mentors from Hakuhodo Singapore and the workshops they are conducting are:
1. Tanner Nagib (Regional Client Service Director / Digital Director) –
An Introduction to the Creative Brief
2. Joanne Hoe (Strategic Planner) and Daphne Boey (Associate Digital Director) – Ideation Workshop and Mentorship Session
3. Felicia Tay (Copywriter) and Patrick Ng (Creative Group Head) – Copywriting and Art Direction Workshop
The workshops will culminate in a Group Advertising Campaign Pitch Presentation by the students to a panel of judges comprising lecturers and mentors from the agency, where their scores are considered in their final year grades.
A great opportunity for budding communications experts, Hakuhodo Singapore aims to broaden students’ perspectives on creativity through these sessions, and expose them to the real world of client challenges and ideation processes.