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Leo Burnett's Guide To Successful Advertising
Updated 2018-04-05

Advertising & Graphic Design Department is on a roll with their high-profiled guests from Malaysia’s advertising scene. The latest addition includes Group Creative Director of Leo Burnett Malaysia, Iska Hashim, who conducted a Master Forum titled ‘The Human Kind Approach’ where he showed some of his works and shared his agency’s enviable philosophy.

Iska spent 2 years in Backer Spielvogel Bates, 6 years in Saatchi & Saatchi and over 20 years in Leo Burnett. His decades of experience in advertising are complemented with an astounding number of local and global awards. In terms of Kancil Awards alone, Iska possesses 104 of them including 13 Silvers and 42 Bronzes. He has a list of other awards that would be too long to mention.

The core of his sharing was the Human Kind Scale that is used by Leo Burnett worldwide, developed in the United States, in helping to realise their dream of being the world’s best creator of ideas that truly move people. To do this, every business problem goes through the human lens, and that what matters are people and their behavior. Creativity has the power to transform human behavior. Here’s a summary of the scale:
1 – Destructive
2 – No idea
3 – Invisible
4 – I don’t know what this brand stands for
5 – I understand the brand’s purpose
6 – An intelligent idea
7 – An inspiring idea, beautifully crafted
8 – Changes the way people think and feel
9 – Changes the way people live
10 – Changes the world
In general a score of 7 is considered an impressive feat, and Iska has 23 of them.

He also shared about his experience working with the legendary Yasmin Ahmad. When approached by Petronas to do a corporate brochure, Yasmin and Ali Mohamed insisted that they make films in order to win the trust of Malaysians and compete with the other companies like Shell and BP. It was then that the trend of festive films started.

Iska also said that in a creative setting such as Leo Burnett, everyone from top to bottom will get the opportunity to have their ideas heard. Ken Wong, a graduate from The One Academy, managed to script a very successful Chinese New Year commercial for Petronas, even as a junior designer.

[The One Academy of Communication Design was established in 1991 with the aim of promoting the region as the world’s center of creative reference. Strategically located in the thriving creative hub of Bandar Sunway, Selangor, with a branch in Georgetown, Penang, The One Academy is today a top notch leading international institute in art, design and creative multimedia, renowned with graduates who steer successful careers in creative capitals worldwide. The courses offered are Multimedia Design with Digital Media and Interactive Design, Digital Animation with Game Development, Film Visual Effects, Illustration, Movie & Game Art, Advertising & Graphic Design, Interior Design, Paris Fashion Design & Pattern Making and Fine Arts.]