Lilamani Benson and Sandya Salgado are two talented professionals who have spent all their adult lives in that vibrant, dynamic, demanding, energising, unremitting space called advertising. Each in her own way is a high-flyer. Each has a reputation for pushing new frontiers. Of pursuing daring dreams!
Now they make headlines again. Because they have just launched an advertising education brand called Ad Lab.
“‘Ad’, very simply because it’s our world,” said Benson. “‘Lab’ is because that’s where exploration begins, where invention happens and curiosity is celebrated.”
To celebrate the launch of AdLab, Benson and Salgado have crafted a structured study curriculum called Advertising for Young Professionals. It will comprise 12 modules, covering the key disciplines.
These two experienced women will be the principal lecturers. And will bring in colleagues from different disciplines to add value in areas of special expertise.
“We are inviting the hungry young ones who yearn for structured learning in this vibrant industry to come in and study it more formally with us. It could be those who are already in the profession or those who believe they want to be,” added Benson.
“The students will debate campaign strategies, explore case studies, learn to sharply reposition ‘me too’ brands so that they offer unique value to the consumer,” continues Salgado.
They are clearly excited about giving back to an industry that has made them see life much more differently. And are thoroughly engaged and engrossed in crafting the individual modules to share with their first batch of students. This first study course is structured to cover the classic areas of study that is a must for a coherent understanding of how advertising works.
From ‘What is a brand?’ to ‘Differentiation’ and ‘Brand personality’. Moving on to the role of the consumer, market research and development of a vital communication strategy that will create a leap for a brand. Students will then explore ideation and creative writing that works towards an idea that has the ‘wow’ factor and how to craft and produce film material. They will study how to best place such advertising material on media and then also explore the allied crafts of activation, public relations and social media. There will be case studies to discuss and every subject will require the students to do hands on work, so they apply the knowledge in practical ways. “We expect a lot of lively discussion. We will inject Surprise and Disruption and Idea Evangelism,” said Benson, who brings a creative dimension to the lectures. While Salgado will take students through work ethics, strategy as well as the territory she pioneered in Sri Lanka, which is activation. Ad Lab promises to play a vital role to infuse professional values in young people. The pioneering study material should be invaluable for those seeking to make a career in both advertising and marketing.
Those interested should register by July 25 as space is limited.