Lessons learned from San Yen's sharing

Today, San Yen, If Isobar's Creative Director came to have a sharing with us on creative effectiveness. I had learned a lot from this talk. Below is a summary of his sharing on creative effectiveness:

Strategy + Creative = Effectiveness

4 tips to stay creative
1. Seek your voice, be different
2. Embrace uncertainty, get out of comfort zone
3. Go for quantity, get a lot of ideas in a short time
4. Break the rules, don't do things the normal way

4 tips to stay strategic
1. Be empathetic, move at the speed of the consumer, think as though you own the brand
2. Unite data and creativity, pull numbers+narrative (Planner) and concept+craft (Creative Director) together by joining narrative+concept (Creative Strategist)
3. Live the media, B.O.E (Bought Owned Earned)
4. Be simple, do not complicate your solutions

He also pointed out that justlife's brand image is friendly, family-like and values human-human interaction. This contradicts to what we were required to propose to justlife, which is to create a multimedia platform. I had to seriously reconsider my proposed idea now...since it sort of replaces the role of human shop assistants. We should have had this sharing earlier! It's kind of late for me to realise that there is a big flaw in my proposed idea...