What's Up At 95%

Next Intake: 2nd December 2014

noreply@blogger.com (95% The Advertising Academy) — Wed, 07 Dec 2011 01:57:00 +0000

Idea Rawkstarrs is a 3-month training for Copywriters, Graphic Designers, Account Executives and Marketing Executives who aspire to be outstanding.

If you have no background in advertising and you just want to be more creative, this will improve the quality of your ideas.

AWAKEN YOUR CREATIVITY

Everyone is born creative, but many people stop being creative when they grow up. Some are ok with this, but most are not. Have you ever met someone who is always talking and talking about ideas but not doing anything about them? Maybe that someone is you?

That's a sign of your innate talent wanting to be heard. Your creativity is begging to be set free!

Whether you're already nurturing your creativity or still questioning it, the seed is already there. It may be latent but it is there.

For this seed to germinate, you need a catalyst. An alarm clock of sorts, to shock it out of inertia. Then it can start to grow and bloom.

IDEA RAWKSTARRS IS YOUR CATALYST

In this training, there are no textbooks, no long lectures. You'll learn by questioning, experimenting and discussing to arrive at your own conclusions. This develops independence, confidence and originality.

Many have described the training as a roller coaster : you'll sink deeper and fly higher than ever before, and the ride will leave you breathless and exhilarated.

Some have called it a pressure cooker : it is designed to challenge you so that you will develop strength, resilience and the bull-headed determination to blast your way through obstacles.

Some say this training provided them with a space to find themselves. Here, they have permission to experiment and make mistakes. They are free to express, explore and discover what's important to them. Dreams come to life. Goals become clear. Daily activities become energised with a sense of purpose.

The common denominator is that this is a 3-month experience like no other. It is like stepping out of your life and taking a journey into another realm. One from which you will emerge refreshed, recharged and renewed.

A CHANCE TO EXPERIENCE YOURSELF AS SOMEONE AWESOME
Next Intake starts 2nd December 2014

Get details on Idea Rawkstarrs : http://bit.ly/4AJv5C

To get more info, email janetlee@95percent.com.my

Meet some Idea Rawkstarr graduates

noreply@blogger.com (95% The Advertising Academy) — Tue, 06 Dec 2011 01:59:00 +0000

Here are what some of our graduates have to say about Idea Rawkstarrs...

“The best thing I can say about the training is that all the classes, no matter what the subject was, focused on the core concept of personal improvement. Sure, they offered me skills. Sure, they offered me insights. Sure, they offered me criticism. But they didn't teach me any of that. They offered, and it was my own hand that took what they offered.

Rather, they helped define me. They defined my character, and my limits as I saw them. Then, they showed me alternatives, how to approach things differently, how to think differently, how to perceive things differently. And that's all they did, only show. Again, if I wanted the change, if I wanted the alternative, if I wanted to better myself again and again and again, I had to use my own hands to do it."
– Aiman Azri

"I'm actually applying what I've learnt in all modules in my work, and to be frank, everything seems clearer and more precise. I just got compliment from my boss about the strategy i did few weeks ago."
- Angela Lew, an Account Executive at PWR Design who already had two years of working experience before joining the Idea Rawkstarrs classes in the evening last February.

“95% is the place where you can get the best out of yourself. Here, I've witnessed how powerful I am and how impossible is actually nothing. Impossibility had actually just been inside of me. But at 95%, I gained more understanding about myself that made me realise that there was nothing in this world that could get in my way of what I wanted to be. This is not just about advertising, this is about myself. 95% helped me gain my confidence and belief, a belief that says "I can be successful". One thing that I got from personal growth was about making peace with myself. The result? It was the best Saturday I have ever spent without having a girlfriend :)”
– Randy Raharja, student, Limkokwing University College

"I took a diploma and a degree in Graphic Design and felt that I wasn't getting enough knowledge to join the industry. It was a major scary feeling because I knew I wasn't equipped with the skills. And then came 95%. Their training courses were specific, thorough and experiential, unlike those pricey college modules which were too academic."
- Ong Sue Yin, Copywriter at IF Isobar

The training at 95% made me realise that I had been guarding way too many issues in my life, whether or not it had to do with disappointment, regret or shame with mental padlocks that prevented me from being truthful and happy. Personal growth was a platform for me to find the keys to undo those locks so that I may accept and reconcile with the past. The experience was mind blowing, tear jerking and nerve wrecking but at the end of day, the lesson learnt was so great that I'm sure it was worth every time and effort.
- Jia Ming, Copywriter, 95% The Advertising Academy

"Idea Rawkstarrs was tough! I had many moments during the three months where I was thinking "what did I get myself into? At the end though, by pushing through the challenges and putting everything on the line (I quit my day job in the middle of the training!), I understood the mindset and gained the drive needed to be in advertising. Armed with what I learned through Idea Rawkstarr, I was able to make an impact in my interviews with BBDO/Proximity. Working at Proximity is fun, but the work hours can be murder! Being passionate about creativity really helps get me through. Plus, I'm loving that I'm being paid to daydream and have silly conversations with my colleagues."
- Adlin Rosli, from writer at KLUE to copywriter at BBDO / Proximity

"I found out about 95% The Advertising Academy by a coincidence meeting Janet during an advertising conference where she briefly but passionately was talking about the training. Already working in the media industry and with advertising agencies, I wanted to learn more about the actual work and thought process behind ads. The training provided me with some real insights about creativity and it was a thrilling rollercoaster ride for three months. Creativity and idea generation is all within us and Janet and her team really helped me to unlock my potential. The training also helped me with my current work as a Digital Sales Manager where I have to consult clients on ideas and campaigns on a daily basis. Needless to say that I wholeheartedly recommend this training to anyone who is wants to unlock their creative mind and excel in the world of advertising."
-Andreas Olsson, Digital Sales Manager, ASTRO

Ad Men Learn From The Ways of The Samurai

noreply@blogger.com (Anonymous) — Fri, 15 Apr 2011 02:37:00 +0000

It was a seemingly normal day at a quiet and remote resort in Melaka, but for 21 corporate warriors from the advertising industry, it was war. They were taken back to ancient Japan in the 1400s, and put into the shoes of brave samurais. Divided into two great armies, the samurais engaged in intense battle. They faced a series of one-on-one contests. The atmosphere was thick with chaos and calamity. The samurais carried their values into the fight, holding onto their honour and integrity in a test to see if they would strengthen and shine, or weaken and crack.

This was the unique experience of the 21 Creative and Media Agency Heads, Seniors and Corporate Leaders who attended The Samurai Game® in February 2011 at Philea Resort and Spa, Melaka. When their battle ended, their learnings began. The game was a mirror into which participants could discover their inner greatness.

The seven warriors of McCann Erickson wield their bokkens in the face of ‘kiki’ meaning ‘crisis’

Different people gained different learnings. In fact, for all the times that The Samurai Game® has been conducted since it was first invented in 1977, there has never been two identical games. Lance Giroux gives us his explanation “The learnings would be different for everybody depending on where they are in life.

“Once a participant leaves the training room, he may feel an entire spectrum of emotions.” he said. “You might feel love, or anger, or sadness... But instead of denying those feelings, participants should use it as a door and walk through it and ask, ‘what message does this feeling have for me?’”

“It is an intense program to re-boot your system. Helps you get in touch with yourself and gives a unique perspective to handle situations in life.”

Ranganathan Somanathan, CEO of Starcom Media Vest Group & Optimedia, Malaysia and President of MSA faces an intense battle with Janet Lee, Director & Trainer of 95% The Advertising Academy

“The game is a tool for one to get a deeper understanding of ‘who you are’ versus ‘who you think you are.’”

Lance Giroux, President of Allied Ronin LeadershipTraining & Consultant and Master Trainer of The Samurai Game®

While The Samurai Game® has clearly been a success among the participants, it also marks the beginning of an exciting and new journey for Shahnaz, who is now the first in Malaysia and the 43rd in the world, to be certified as an official facilitator for The Samurai Game®

“What made me want to conduct this training for others is because I saw the value that it can create for individuals, regardless of what level he or she is at. The realisations are profound and will gradually unfold over time. For some people, this can be very enriching as they develop a deeper appreciation of life.” Shahnaz adds when asked why he wanted to spread the game as a trainer. He also adds that unlike most trainings, The Samurai Game® does not involve trainers who guide the participants stepby- step. Instead, the participants take the learnings from themselves.

“The Samurai Game is a unique leadership experience basedon establishing personal principles, integrity and a very special perspective of how you can make decisions from both a personalmand professional capacity. It is deep and plays on your mind long after you’ve left the game”

Tony Savarimuthu, CEO of McCann Worldgroup and President of 4As Malaysia recommends that all senior staff and key people should go through The Samurai Game®

One meeting, one chance - Janet, Dean, Andrew, Shahnaz and Tony stand side-by-side with the kanji words ‘ichigo ichie’ meaning ‘one meeting, one chance.’

So what does the future hold now for The Samurai Game®? “We will begin to offer it as a custom-designed training for companies and associations. I hope that it will spread to as many Malaysians and other people around the world. I believe in the cause, and I believe in the training. It will definitely create a lot of value for everyone.” Shahnaz said.

The 21 Samurais and their Master

Of huge X-es and silent disco

noreply@blogger.com (Anonymous) — Mon, 22 Nov 2010 07:32:00 +0000

It's been close to a month since Ad Unplugged 2010 and we've covered some contagious stickers, a connecting booth, a giving tree, a multilingual parrot and some desserts. Today, we look at the last two ideas of the selected seven.

Firstly, let's talk about the (probably) only ad that can be seen on Google Earth: Google Earth X!

This idea simply involves some paint and a bunch of building. First, we paint a huge ass X on the surface of the city's landscape. Then, we wait for the Google Earth bot to capture the X and tadaa! We wait for viewers to start seeing the X on Google Earth.

It's really a simple idea that gets hype and attention, and the best part is that it bring UOX to national stardom.

Next, we have the Silent Disco – a simple idea that installs headphones and music players in college and uni libraries, making things more lively and fun – amidst the silence.

Imagine browsing through your school library and stumbling across your friends who're moving to the beat that only they can hear. How cool is that?

So that's two ideas in one post today, concluding the Ad Unplugged post mortem. Although it's about a month since Ad Unplugged 2010, we do hope that the learnings have not been forgotten (yet)

Once again, great job to all you who turned up and see you again next year, mutants! :D

Because everybodee loves desserts!

noreply@blogger.com (Anonymous) — Thu, 11 Nov 2010 02:56:00 +0000

It's officially been two weeks since Ad Unplugged 2010 and thus far, we've already looked at a bunch of contagious stickers, a connecting booth, a giving tree and a multilingual parrot. Today's idea was from the same bunch of mutants who gave you yesterday's parrot. Like seriously guys. You really need to get your genes checked for real cause we're adamant that you're all abnormal. Mutants.

But hey, today's idea is still as awesome. Not only did it impressed the ECDs present at Ad Unplugged, your humble narrator is also sold to this idea. Because today's idea is simply Desserts!

What would UOX taste like? Hmmm...

The insight behind this idea was that most students spent their time hanging out with friends in their college/uni canteens. But head along from one canteen to another and ask them 'What's good to eat here' and they'd probably give you an 'Umm' before agreeing that the most palatable item from the kitchen would probably be the white rice.

This idea gives students a reason to actually hang out and patronise their campus canteens. It implements a new range of desserts called Dessert UOX and it comes in the form of ice-cream (!) and doughnuts. Skew it towards UOX's identity, and you get new interesting flavours, unique to the brand of UOX: yam, grape, blueberry and blackcurrant.

This adds literal flavour to the brand, and students actually get to experience UOX from a whole new perspective: through their tastebuds! And deng- it's already sounding tasty :D

Of Multilingual Parrots

noreply@blogger.com (Anonymous) — Wed, 10 Nov 2010 03:14:00 +0000

In yesterday's post, we spoke about trees and giving life to handphones. Today, we talk about the next idea that stole the ECD's hearts at Ad Unplugged 2010: parrots!

So this idea primarily involves a parrot and some SIM cards. Throughout the period of the campaign, colleges and unis can expect to have a new pet: a multilingual UOX parrot! That's right, it'd actually be taught to greet people in 4 languages, don a little purple tee and a mohawk and fly freely around the campus compounds. The cutest bit? The little bag of SIM cards that it carrries for distribution.

The insight behind this idea was simple. College/uni life gets dull and routinal for students. What more than a parrot to add some life to the atmosphere?

Great job Melody, Julia, Chui Ying, Luann and Mei Yan!

And as usual to our dear readers, feel free to comment on this post if you have anything to add or questions to ask.

Of Giving Trees and teens who love downloading things

noreply@blogger.com (Anonymous) — Tue, 09 Nov 2010 03:13:00 +0000

So we've covered some contagious stickers and a connecting booth that made it big at Ad Unplugged 2010. Now let's look at trees!

They call this one the Tree of UOX but unlike Avatar's Eywa or the Nordic Yggdrasil, this one doesn't do the flashy shiny streams of lights nor does it transfer organic life to one thing from another. This tree gives life to something dearer to most students and teens. Their handphones!

The group behind this idea (who respond to the name Sai Win, Shin Wey, Eric, Su Lian and Shin Yee) worked on the insight that a phone these days mean so much more than a device of communication to students. In fact, phones these days are like an identity symbol of a person. Whether you carry an i-Phone, a HTC, a Blackberry or a basic phone that still has numbers on its buttons that aren't a part of the screen, it says plenty about you.

That's why students go to great lengths to customise their phones. Think little pink blings and downloadable apps, ringtones, wallpaper and screensaver thingies.

So how does this idea work?

1.A UOX Tree is set up within the college and university’s compound
2.Paper cups are hung on the trees
3. Some of them are fitted with music players that play a certain caller ringtone while others have wallpaper images on its base
4.Students can choose to download caller ringtones or a wallpaper images that they like from the tree

And there you have it, a tree that gives lives to handphones!

It was a unique idea that offers students with what they want while at the same
time conveying the message that you get more with UOX.

So great job to you guys behind this idea. And as usual, feel free to comment on this post if you have anything to add or questions to ask.

Of Connecting Booths and friendly Malaysians

noreply@blogger.com (Anonymous) — Thu, 04 Nov 2010 08:54:00 +0000

We spoke about that awesome winning idea at Ad Unplugged involving stickers and sexy people yesterday. Today, we look into the next great thing that stole the hearts of the ECDs at Ad Unplugged. Teh awesome UOX connecting booth!

So let's face the facts. Malaysian's are an overly friendly bunch who have more friends in Facebook compared to anyone else in the world. By friends, this includes good friends, good friend's friend, good friend's friend's friends and so on. Students especially can relate to this. They do after all love meeting new people and having more friends.

Thus, working on this insight, this group, (kudos to Alan, Sheng Feiyan, Yi Von, Zu Jian and Wai Kwan) came up with the UOX connecting booth.

How this works was that phone booths were set up around colleges and universities. It isn't your typical phone attached to a cord attached to the um -phone kind of phone booth. This phone booth had a single mobile phone and a web cam in it.

Anyone can choose to enter the phone booth and place a call to any of the other UOX connecting booths in other campuses. For example, Jon, a KL-ite studying in The One Academy can choose to enter the phone booth and make a call. The phone booth would randomly ring up any other UOX connecting booth and in this case for illustration purpose, the phone booth that it would call would be the in Lim Kok Wing, Sarawak.

Over in Lim Kok Wing, Sarawak, Jane is walking past the UOX connecting booth when it suddenly rings. She can choose to pick up the phone.

“Hello” she will say.

“Hi” Jon will say.

And Jon and Jane will begin a conversation for 3 minutes. As they speak, a screen in front of Jon and Jane will flash some suggestion of conversation starters... Just in case.

Now once the 3 minutes is up, Jon and Jane will have the option to see each other for 5 seconds through the web cam. Should they both agree, they will find themselves, staring into each other's face for that fraction of a minute.

Not long enough? That's alright. Cause if they decide that they don't hate each other's faces that much, they will have the option to add each other on Facebook and tadaa! We have a connection!

It was a simple way to help students expand their social circle and the best part is that it clearly exhibits UOX’s role as a mobile service provider that connects people.

So once again, congrats to you awesome mutants who came up with this idea. For the other five groups who's ideas are still in the hands of your humble narrator, we'll be taking a look at your works next time. And If you've any questions or comments about this idea (or if you're either Alan, Feiyan, Yi Von, Zu Jian or Wai Kwan who thinks that we've missed out something) feel free to comment on this post!

Mummys and Daddys of the awesome connecting booth idea

Getting ContagiUOX at Ad Unplugged 2010

noreply@blogger.com (Anonymous) — Wed, 03 Nov 2010 08:24:00 +0000

First things first, congrats to all mutants, students, participants and living beings who turned up last Thursday at Ad Unplugged to brainstorm and churn out ideas with the ECDs. You guys did a great job, and it's not just us saying that, the ECDs think so too. The fact that there had been no hair wrenching, mouth foaming and exasperated cries from them only proves us even more.

So yes, Mr Kit, Mr Sa'ad, Mr Hisham, Mr Szu and Mr Edward are all very proud of you. This is your cue to imagine them smiling approvingly at you all. If you guys can't envision that for yourself, you can use this picture:

Yes, even Janet's proud of you too...

Moving on, Ad Unplugged 2010 may be over but deng, it was such a blast that we're still feeling its resonance here. That's why the friendly bunch at 95% have decided to have our own Ad Unplugged Post Mortem, where we'll be slicing up the seven selected works, and showing you why they worked.

If you were there at Ad Unplugged, you would already know which were the selected seven and what the ideas were about. If you weren't.... well... maybe if you stared hard enough at the pictures, you might be able to infer something out of it.

So without further ado, let's bring in the winning piece. ContagiUOX, by Celine, Edmond, Ejin, Jon and June.

To recap, the brief this year was to promote UOX using ambient ideas in colleges and universities.

Working on the insight that:

- Students these day lack real-life social communication with each other
- Students live stressful life

and the brand problem which was

- UOX had low brand awareness among youngsters

The group under the guidance from their mentor for the day, Kit Ong came up with a simple solution: The Stick Message System, SMS in short.

How this works was that firstly, sticker dispensers from UOX were installed in colleges and universities. Students can then just grab a sticker or two to write their own messages on it and later, 'send' them out, by simply sticking the sticker onto someone else (without their knowing)

Anything can be written on these stickers, be it a fun message, an encouraging message, a phone number, a death threat, a hotel room number... you get the picture.

When the recipient realises that he or she has been sticker-ed, he or she can choose to reply the message (or take revenge), heading back to the sticker dispenser and repeating the process.

The rationale behind this idea was to help students get more out of life: by creating real life communication opportunities. This paves the way for them to meet more real people than online profiles. Neat.

Production wise? Even neater. It is easy to produce and media space (the student body, literally!) was in abundance. And when the student walks around and out of campus, the idea travels with him. This makes it highly visible.

So why did the judges like it? Why did Kit Ong even say he'd wish he was the one who came up with it?

Primarily, because it was simple. Students are a vicious and vengeful sort (when it comes to things like this) so naturally, they would want to get back at each idea. And because of that, this idea would only end up more viral.

Now don't you wish that you came up with it instead?

So that's one idea down, another six to go. Your humble narrator would love to put them up here but once again, the friendly bunch at 95% would rather go at it one at a time.

Stick around to learn about what worked for the other six. If you've any questions or comments about this idea (or if you're either Celine, Edmond, Ejin, Jon or June who would like to add a little more to our post mortem on your work) let us know! Comment on this post!

Congrats guys! Now go brag about it to your friends!

Thank You Publicis Malaysia!

noreply@blogger.com (95% The Advertising Academy) — Wed, 13 Oct 2010 15:07:00 +0000

Managing Director Dean Bramham sent us this deeply touching testimonial last night.

"In early 2010, as part of the Publicis Malaysia change program, I took the decision to engage Janet and 95%. We needed help on three things; bringing a broad business strategy to life for the management team by having them write a shared vision. Secondly, we needed to cascade the vision to the staff in an exciting, real and practical way. Lastly and probably the most important, we needed on-going help on the follow through.

Janet and her team have been amazing in constructing the program. They have inspired us, pushed and challenged us, and coached us to a really great place. At all times the team has been hands-on and personally committed to our successful change. In fact we feel like they are now part of our management team.

And it has not stopped there. In addition to future top-up vision exercises we have planned, we are also aligning our training calendar with the specific training modules from the 95% training programs, special tailored programs and even one-on-one training.

95% is a one-stop change management service; from analysis, tailored change programs and execution to modular training programs to suit your needs. And always hands-on; simply brilliant!"

DEAN BRAMHAM,
Managing Director, Publicis Malaysia.

Thank you very much New Publicis. Changing your culture is not an easy to thing to do, but you are doing it with full commitment. We applaud your tenacity, we salute your amazing results and wins. It is an honour working with you, and we look forward to the next phase of your growth.

The 40 years generation gap

noreply@blogger.com (Anonymous) — Tue, 28 Sep 2010 02:32:00 +0000

So as this generation takes a leap towards civic society, it's no wonder so many CSR projects by big companies are being awarded at Spikes and Cannes.

Here's an interesting presentation about society's change in thinking every 40 years:

Copywriters Are So Yesterday

noreply@blogger.com (Jonathan Chu) — Mon, 27 Sep 2010 07:38:00 +0000

Copywriters as we know them are obsolete. What we now need is a new breed of writers : storytellers.

Storytellers who tell stories about brands. Storytellers who make the simplest things wonderful. Storytellers who put a nostalgic smile or tear on people’s face. And most importantly, storytellers who tell stories from the heart, for such stories move people, evoke emotions and are derived from insights that touch the human heart – something you won’t get from joining a mere copywriting course.

However, here’s the good news : Copywriters by nature are storytellers. Of course, there are always exceptions; and those exceptions – those who play by the rules, see no good, possible end to storytelling – will soon be waving the industry farewell.

Are you a storyteller? If yes, the advertising/marketing industry needs you!

International Ad Agencies are looking for Copywriters.

noreply@blogger.com (95% The Advertising Academy) — Mon, 27 Sep 2010 01:34:00 +0000

In the past two weeks, I've been spending time with Jeff Orr of TBWA, Szu Lee of McCanns and Yew Leong of Leo Burnett. Everytime we meet, they ask if I have any more copywriters to recommend. They need to hire copywriters, but can't find good ones.

Unfortunately, 95% does not have enough graduates to satisfy them all. Our Idea Rawkstarrs are all snapped up far too quickly.

I tried recommending a few freshies to Jeff, but he is currently pursuing an Idea Rawkstarrs graduate - an Economics grad whose previous job was in a bank. Jeff says this guy's ideas are as good as what he would like to see in a medium-weight copywriter's portfolio! Wow, that says a lot for this guy.

I'm writing this because I have met many young hopefuls who want to be copywriters. Some have even managed to get a job in a small agency. A few are happy, but many feel stuck and are wondering if copywriting is what they really want to do.

Don't give up yet, guys. You just need the right training to put you on the right track. Your idea generation needs to be guided and disciplined. If you want the international Ad Agencies to pursue you, get yourself trained : Idea Rawkstarrs starts on 2nd December 2014.

---

Didi Pirinyuang
Joined McCann-Erickson as a copywriter soon after graduating from 95%

"Joining 95% set the wheels of my career in motion. Things, career-wise, were pretty much stuck in a rut prior to my enrollment. I was in a mediocre ad agency doing mediocre work, getting nowhere. But now, I've just gone for three interviews at three different international agencies on three consecutive days. Not bad, I think. What's even better is that out of these three agencies, two have given me an on-the-spot job offer."

Mei Shum
A copywriter at a small local agency, she's been trying to learn on the job, on her own for 6 years.

"Before the training, I was stuck in a rut and was pretty lost at sea without direction. I wasn't even sure I should be a copywriter. But now i know for sure who I am and what I'm capable of. I'm now armed with the skills, the knowledge and the confidence to move up and onwards. I've learned how to harness my full potential. What I've learned and taken away from 95% has really given a new lease on life."

Who are you, and what is your dream?

noreply@blogger.com (95% The Advertising Academy) — Sat, 25 Sep 2010 02:26:00 +0000

We had the privilege of hearing, no, not just hearing, but experiencing, Bryce Courtenay share at Spikes 2010.

The message I got from him is...

Life is not about what you have. It's not about your car, condo, credit cards, etc.
Life is about what you do, who you are, and what your dream is.

When we are young, we have incredible dreams. Then our Parents, Teachers, Peers come and steal them away. They tell us it is not sensible, it won't sustain us, it is ridiculous, ... they are our Dream Stealers. They steal away our imagination, and all that we are left with,... is a career.

Bryce was an orphan who grew up in an abusive orphanage. Ironically, he said he was lucky he didn't have parents to steal his dream away. His dream is to be a storyteller. After a successful career in advertising, he finally retired and became an author. If he can make his dream come true, all of us can too. It may be a long, hard struggle and we'll get kicked in the ass many times, fall again and again, but if we don't give up, we can make our dream come true.

This may not be a revelation, but the energy and passion with which he shared his own journey was amazing. I was engrossed, spellbound, could not move, could not even blink. His energy was enmeshed with mine, creating a new openness, a new channel of healing within me.

I haven't read his book 'The Power Of One' but after meeting him, I must find it.

At Spikes, he took us all by surprise. He carried us away with him on an incredible journey. He made us laugh, he made some of us cry. He left all of us in deep thought, searching ourselves, wondering what is our defining dream...

Thank you Bryce Courtenay, you are the living personification of this quote by Marianne Williamson...

“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure.

It is our light, not our darkness that most frightens us. We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous?

Actually, who are you not to be? You are a child of God. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won't feel insecure around you.

We are all meant to shine, as children do. We were born to make manifest the glory of God that is within us. It's not just in some of us; it's in everyone.

And as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.”

To read Bryce Courtenay's profile, click on the title of this post.

Why Idea Rawkstarrs before a copywriting course?

noreply@blogger.com (Jonathan Chu) — Wed, 15 Sep 2010 15:17:00 +0000

Because Idea Rawkstarrs provides you the foundation you need to excel in a copywriting course.

You see, many think that a copywriting course is sufficient to help them launch a career as a copywriter. It may be true for some, but not for many. This is because a copywriting course focuses only on the skill of writing copy. The lecturer or trainer already expects you to have the skill to find good insights, build a solid and creative strategy, generate ideas and evaluate ideas.

But why would I need those skills?

Because to write damn good copy, you need a damn good idea. To have a damn good idea, you need a damn good strategy. To build a damn good strategy, you need damn good insights that ideally, none of your competitors have shouted about. You also need a good, thorough understanding of your target audience and product/service.

Writing copy doesn't start when you get a brief. Only after you have gone through the process of first searching for insights, building a strategy and idea generation, you can begin writing.

This is how Idea Rawkstarrs prepares you for a copywriting course – regardless where you take the copywriting course.

Idea Rawkstarrs trains you to…

Think like a Marketing/Advertising professional
Search for insights that make people raise a brow and go, "Really? I was never aware of that!"
Develop a strategic mind (that colleges/universities or even a copywriting course can't)
Build a strategy that is reasonable and logical, yet creative at the same time.
Become an idea generator who can constantly come up with ideas that answer the brief and strategy
Be your own source of inspiration instead of waiting for inspiration to find you (Don't you think it's immensely torturous and frustrating when you stare at the computer screen or black piece of paper waiting for ideas but none just seem to answer your call?)
To evaluate ideas strategically, creatively and logically

Once you have the skills above, writing copy will be easier. And even if others reject your copy, you’ll know what questions to ask pertaining to the rejection, instead of just settling for the answer : Not enough oomph la, or I don't feel it yet la, or it's not there yet.

You deserve much better than that.

I can be a good copywriter without going through Idea Rawkstarrs, right? So it’s a ‘nice to have’ instead of a ‘must have’, right?

noreply@blogger.com (Jonathan Chu) — Fri, 10 Sep 2010 16:49:00 +0000

It's true that there are copywriters who did not go through a training like Idea Rawkstarrs but turned out to be excellent copywriters. Yasmin Ahmad, for one did not go through a training like that. So did Neil French and David Ogilvy. But those are only the few who made it big in copywriting. What about the others?

Every year, agencies take in fresh copywriters, but often we get these common feedback :-

I don't know what I'm doing.
I don't know what I'm doing is right or wrong...
Is this what a copywriter should be doing?
I find it so difficult to come up with ideas! I have mental blocks!
My ideas are always rejected! I'm always told to come up with more ideas because the ones that I've come up with are not good enough, or do not have enough oomph!
My copy is always rejected, always not good enough!
Clients always tell me things like "It's not there yet" or "Hmmm… I don't feel it" or "Not enough oomph la". What on earth does that mean?

Thing is, because of the rate work is going on in the agency, there may be no time at all for the seniors to mentor these fresh copywriters, let alone clients (else why would they be paying the agency, right?).

That's where Idea Rawkstarrs come in. This training is designed to provide you the foundation you need to advance in your copywriting career, and that includes :-

Being able to produce good ideas under immense stress
Strategic and creative thinking
Solid understanding of marketing and advertising
Street-smart Market Analysis
And many more…

It's true that these skills can be learned as one goes through life. Some take years and years to learn, while some who are sensitive and who work instinctively like Yasmin Ahmad, David Ogilvy and Neil French are the ones who soar. While not everyone is innately as sensitive and instinctive as these great copywriters, but everyone can be.

That’s how this experiential intensive training called Idea Rawkstarrs is going to train you.

Note : Idea Rawkstarrs does not cover train you to write copy, but it provides you with the solid foundation that every copywriter needs, and that’s the skill of looking for insights, coming up with a creative strategy that will solve a marketing problem, and coming up with ideas that answer the brief and strategy, and that are creative.

Qualities of a Good Idea

noreply@blogger.com (Jonathan Chu) — Thu, 09 Sep 2010 03:45:00 +0000

"Gimme a good idea!" The marketing and advertising industry constantly demands for it. But what is a good idea? What makes an idea good?

Well, for those who know Janet, you'll know that an idea is good (or has some gems in it) when she raises one of her eyebrows by half a cm, when she goes wide-eyed for 4.235 seconds, or when she sucks in a deep breath.

Our grads know that it's hard to please award winning creative director Janet Lee (right guys?), but after the trainings they had undergone with Janet as their Idea Guru, it's easier to come up with good ideas.

So, what's a good idea? What makes an idea good? We've compiled a list of qualities that your ideas should have, but note that this list isn't exhaustive.

A GOOD idea…

1. Makes people go : WOW! Why didn’t I think of that?!

2. Arouses emotion

3. Increases sales

4. Gets people talking about it

5. Gets people sharing it or passing it around

6. Inspires people

7. Challenges your competitors (not always the case)

8. Causes people to come back for more

9. In sync with the current trends

10. Engages your target audience

11. And the list goes on…

"The only thing that matters is how you touch people. Have I given anyone insight? That's what I want to have done. Insight lasts; theories don't." – Peter Drucker

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Tell me how can I generate good ideas! Click here : Idea Rawkstarrs
I need to talk to someone about generating ideas! Email : Jon at jon@95percent.com.my

Huh? Idea Rawkstarrs can help me in being an Art Director or Graphic Designer? Can ah?

noreply@blogger.com (Jonathan Chu) — Wed, 08 Sep 2010 05:30:00 +0000

We've talked about if Idea Rawkstarrs can help students or switchers be good Copywriters in our previous post, but can the training help them be Art Directors or Graphic Designers? Certainly yes! As you would already know, designing and art directing do not just revolve around pretty pictures, aesthetics and beautiful color combinations; but also ideas.

Remember those days when you were staring at the blank piece of drawing block or blank screen while stressing out and scratching your head? You hear that bugging voice in your head that keeps screaming, "Need… Ideas. Need. Good. Ideas!"

Desperate for inspiration, you begin browsing through websites by great designers or books with beautiful designs. You scan each image, hoping quietly that inspiration will just come and spark something fresh and inspiring in your mind. Yet, sometimes, it just doesn't come! Ah, the frustration!

In Idea Rawkstarrs, you will discover ways to unblock your mental blocks. You will also learn the skill to churn out ideas continually, with or without pressure – a skill immensely important to art directors and graphic designers.

But everybody can come up with ideas!

True. But oftentimes many come up with ideas not knowing why the ideas work or don't. Creative Directors who have interviewed ad freshies (those who are new to the advertising industry) expect the interviewees to be able to discuss their ideas in a meaningful way.

Jeff Orr, Executive Creative Director of TBWA/ISC Malaysia said, "I'd like to be able to hold an intelligent conversation with them about their portfolio. Why they've done what they've done. How they arrived at the strategy, what were their other ideas. It's their intelligence I’m buying."

What adds to the frustration of many ad freshies (especially graphic designers and art directors) is the common struggle to express their ideas clearly. Those who can express their ideas with clarity often bring joy to the interview sessions.

So how does Idea Rawkstarrs fit into the picture?

Idea Rawkstarrs is like a pressure cooker where you will be trained to be able to be able to come up with ideas that not only solves a problem, but also wow and impress people. In addition to that, you will be able to think strategically. The classes are designed in a way that allows you to express yourself and your ideas and hones that skill as you go along.

So, can Idea Rawkstarrs help you in being an Art Director or Graphic Designer? Based on the participants we’ve trained, we can say 'Yes' with all confidence. Note however that Idea Rawkstarrs doesn't train you in designing (the skill aspect) but in conceptualizing ideas.

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For more information about Idea Rawkstarrs, email Janet at janetlee@95percent.com.my or Jon at jon@95percent.com.my

Comfort vs Happiness

noreply@blogger.com (Jonathan Chu) — Tue, 07 Sep 2010 04:48:00 +0000

image by seanmcgrath

"In life, you've to choose if you want a life of comfort or a life of happiness?" - Karthik Siva (aka Strat Planning God)

There are some who believe that comfort brings happiness. But we believe that it is growth that brings happiness, for in comfort lies complacency where there is no space for growth, no space for struggle. But when one decides to grow, though challenge and struggles arise, yet in the end, there is a sense of realization, satisfaction and most importantly, happiness.

That's why we work so hard to train individuals, agencies and corporations. We believe that it is possible for people to be at their best, to be contributing selflessly and to be loving. And in so believing, we choose to work for what we believe in, and that's making this world a better place.

Which do you choose then? A life of comfort or a life of happiness?

Huh? Idea Rawkstarrs can bring me closer to my dream of being a copywriter? Really?

noreply@blogger.com (Jonathan Chu) — Mon, 06 Sep 2010 04:53:00 +0000

Yes, definitely! You see, the job of a copywriter goes beyond just writing. It's writing copy that answers the brief, is in sync with the strategy and most importantly, supports the idea. Sounds difficult? Well, one who understands the work process of an ad practitioner would find it easier to come up with copy that does all of the above.

So what is the work process?

Before writing the copy and once you've gotten the brief, you will need to embark on a mission to search for insights about the market and the target audience! After that, you will need to work on a strategy as to what you want to say about your product or service. The moment the strategy is solid enough, you can then start on bursting with ideas that answer the brief and strategy.

After you get a good, solid, wow idea, that’s only when copy begins!

But how would I know if my idea is good, solid and wow?

That's where Idea Rawkstarrs can train you to not only be able to identify what ideas are awesome, but also how do you come up with inspiring ideas. Because writing copy comes before ideas, generating idea will be one of the biggest challenges for you (in fact, for everybody!) With the ability to churn out good ideas – ideas that not only work and solve a real marketing/advertising problem, but also wow and impress people, you will be closer to your dream of being a copywriter than ever before!

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Our next intake for Idea Rawkstarrs is on 2nd December 2014.
For the prospectus, click on this link : Idea Rawkstarrs Prospectus
For the website, click on this link : Idea Rawkstarrs Website
To know more about the training, contact Jon Chu at jon@95percent.com.my or Janet Lee at janetlee@95percent.com.my

Inspiring Ideas in Advertising that Changed the World

noreply@blogger.com (Jonathan Chu) — Mon, 09 Aug 2010 05:11:00 +0000

With the incredible impact of social media, some of today's best ads are not even ads! We've compiled some of the most awesome stuff that's being done around the world, the stuff that made us go 'wow', and you'll get to view all this in one mind-expanding evening.

Date : 24th August 2010 (Tuesday)
Time : 8pm – 10pm
Venue : 95% The Advertising Academy, 80A Wisma Dicklin, Jalan Bangsar, KL.
Fee : RM50

To book your seat, email Jon at jon@95percent.com.my

Me? A Copywriter?

noreply@blogger.com (Jonathan Chu) — Mon, 09 Aug 2010 05:08:00 +0000

Copywriters are people who write ads. Ads like the heartwarming Petronas commercials, or slogans like “Just Do It”, or even campaigns like Earth Hour are all conceptualized by copywriters and art directors.

If you enjoy writing and being creative, a career as a copywriter might be just the creative outlet you’ve been searching for.

To find out more, come to the Me? A Copywriter? workshop. You’ll gain a clear understanding of what copywriting is and what the job involves. You’ll also get to explore your potential and how you can get into the industry.

Date : 24th June 2012 (Sunday)
Time : 3pm – 6pm
Venue : 95% The Advertising Academy, Suite 2.02, 1 Jalan Medan Setia 1, Bukit Damansara, 50490 Kuala Lumpur.
Fee : RM50

To book your seat, email Janet at janetlee@95percent.com.my.

Brand Ideals

noreply@blogger.com (Jonathan Chu) — Thu, 05 Aug 2010 09:49:00 +0000

Created by Chris Garbutt of Ogilvy & Mather Paris and delivered with permission by Janet Lee, this talk provides a different twist on branding strategies adopted by some big brands.

It aims to open your mind, heart and imagination. So buckle up!

Date : 18 August 2010 (Wednesday)
Time : 8pm – 10pm
Venue : 95% The Advertising Academy, Wisma Dicklin, 80A, Jalan Bangsar, 59200, KL
Fee : RM50

To book your seat, email Jon at jon@95percent.com.my

August Talks / Workshops at 95%

noreply@blogger.com (Jonathan Chu) — Thu, 05 Aug 2010 09:44:00 +0000

This month, we will be organising a series of talks / workshops.

Brand Ideals
Created by Chris Garbutt of Ogilvy & Mather Paris and delivered with permission by Janet Lee, this talk provides a different twist on branding strategies adopted by some big brands.

Date : 18 August 2010 (Wednesday)
Time : 8pm – 10pm
Venue : 95% The Advertising Academy, Suite 2.02, 1 Jalan Medan Setia 1, Bukit Damansara, 50490 Kuala Lumpur.
Fee : RM50

Me? A Copywriter? (updated 13th June 2012)
Copywriters are people who write ads. Ads like the heartwarming Petronas commercials, or slogans like “Just Do It”, or even campaigns like Earth Hour are all conceptualized by copywriters and art directors.

If you enjoy writing and being creative, a career as a copywriter might be just the creative outlet you’ve been searching for.

To find out more, come to the Me? A Copywriter? workshop. You’ll gain a clear understanding of what copywriting is and what the job involves. You’ll also get to explore your potential and how you can get into the industry.

Date : 24th June 2012 (Sunday)
Time : 3pm – 6pm
Venue : 95% The Advertising Academy, Suite 2.02, 1 Jalan Medan Setia 1, Bukit Damansara, 50490 Kuala Lumpur.
Fee : RM50

Inspiring Ideas in Advertising
With the incredible impact of social media, some of today's best ads are not even ads! We've compiled some of the most awesome stuff that's being done around the world, the stuff that made us go 'wow', and you'll get to view all this in one mind-expanding evening.

Date : 24th August 2010 (Tuesday)
Time : 8pm – 10pm
Venue : 95% The Advertising Academy, Suite 2.02, 1 Jalan Medan Setia 1, Bukit Damansara, 50490 Kuala Lumpur.
Fee : RM 50

To book your seat, email Janet at janetlee@95percent.com.my.

What if cigarette cartons were designed so badly that smokers would kick the habit???

noreply@blogger.com (Anonymous) — Fri, 30 Jul 2010 10:39:00 +0000

Yes, packaging design is very very important. Click title of this post for a good chuckle.