Some 30 students from the Faculty of Communications & Media Studies (Advertising) from Universiti Technology Mara (UiTM) received first hand exposure on conceptualizing an advertising campaign from Dentsu Group.

The students were given an insight into the steps in an advertising campaign, from developing the agency brief to creating advertisement via a talk aptly titled - Preparation & Ad Campaign.

The team from Dentsu Group which comprised of Fatimah Rahim, Group Account Director, Dentsu Utama Sdn Bhd delved on the various steps in advertising such as developing the agency brief, job execution, media implementation & budget; and execution. Shiraz Faruqi, Creative Group Head of Dentsu Malaysia Sdn Bhd expounded on the Big Idea and Creative expressions.

The team focused the talk highlighting a case study on Small and Medium Size Enterprise for the telecommunications industry.

Encik Omar Shaari, Chief Executive Officer of Dentsu Utama Sdn Bhd. said, “We are happy to see the enthusiasm of these students as they are eager to be empowered on the realities of the advertising world and look forward to learn about the use of creative tools to communicate the needs of the clients.

“We see tremendous potential in these students and believe that through the right exposure we will be able to identify more students with great prospect who would contribute to the development of the advertising industry,” said Omar.

Commenting on the talk, “Muhd Zul Akmal, a final year advertising student said, “I am very privileged to be exposed to the real world of advertising as it gives me a better insight on the development of advertisement and what it entails. This is something beyond our lecture hall which presents a new perspective into advertising.”

“This talk is very beneficial to my studies and I will use the knowledge obtained from this session in my assignments. I hope there will more talks of this nature giving more depth into advertising and media,” added Nur Liyana Abd. Latip, a final year advertising student.

This talk is part of a series of activities in support of a strategic partnership which was sealed between Dentsu Group and the Faculty of Communications and Media Studies of Universiti Teknologi MARA (UiTM) in October last year in an effort to raise the advertising standards in Malaysia among advertising students and also share the expertise of Dentsu Group in Malaysia.

“We will continue to identify opportunities to further empower the students while giving them a fresh perspective on advertising besides a ‘hands-on’ know-how on advertising,” said Omar.

Dentsu has been working closely with the faculty of Communications and Media Studies (Advertising) since last year March at the AdTalk which is part of the AdFest. AdFest is held every semester and it is organized by Advertising students. At the AdTalk session, Dentsu presented a talk on the issues and role in Account Management, Strategic Planning and Creative.

The Dentsu Group which comprises Dentsu Utama, Dentsu Malaysia and Dentsu Media has a total staff force of 130 personnel. Dentsu Media is a new independent media house that was established early this year.

Encik Omar Shaari, Chief Executive Officer of Dentsu Utama Sdn Bhd.

Dentsu Group Personnel (centre) with UiTM students after the talk session.