Noel San Juan

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NOEL SAN JUAN

 


CREATIVE DIRECTOR

 

 


LEO BURNETT MANILA

 


PHILIPPINES

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 NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today and play an important role in selecting the World’s Best Advertising. NYF’s Grand Jury judge entries from over 100 countries worldwide and determine which creative campaigns move on to the medal round.

Grand Jury member, Noel San Juan, Creative Director for Leo Burnett Manila joins the 2018 NYF Grand Jury this year.  Noel, who’s been at Leo Burnett Manilla for the past 4+ years, is currently working on McDonalds.

ON JUDGING:

New York Festivals: Why judge…and how do you find the time?

Noel San Juan: For me, judging work from all over the world enables me to see what’s new in one sitting. The process reminds me to be objective and at the end, leaves me inspired. And because of those, I really find the time to judge the work. Whether it’s between work or over coffee, great, inspiring work is just waiting to be seen. And that’s very exciting. 

New York Festivals: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?

Noel San Juan: I expect great storytelling from traditional media like print and radio. Sometimes, I think technology becomes the idea rather than the message. In this day and age of apps and wearable technology, it’s great to hear a story told simply well.

New York Festivals: What cultural/social changes do you think will influence this year’s work?

Noel San Juan: I think cultures that are bound by strict traditions and how people from these countries try to adapt to the modern times will somehow manifest itself in this year’s work. 

New York Festivals: If you were to participate on the Grand Jury ten or fifteen years from now, what changes would you expect to see regarding the work?

Noel San Juan: Work that aims to uplift society or make changes should be proven to be effective for at least two years. I’ve seen great ideas entered in shows in the same year they were conceived and highly doubt if the idea lived on for the next year. 

New York Festivals: What are your personal criteria for choosing award-winning work? 

Noel San Juan: Newness. Effectiveness. Sincerity. 

New York Festivals: When judging, what trends do you hope will fade away, and what “old school” trends do you hope will make a resurgence? 

Noel San Juan: Pre-roll ads. Enough is enough. I hope radio and humor makes it big this year.

On Advertising:  

In 3 words or less, what do you think about 6 second commercials? 

Noel San Juan: A trend.

Has the relationship between agency and client changed at all and if so how?

Noel San Juan: I think there is more trust and collaboration between agency and clients today. Technology has made communication easier and faster for both sides to exchange ideas. 

New York Festivals: What’s the single best piece of career advice you’ve ever received?

Noel San Juan: If you can revise on the spot, do it. It will save you a trip back to the client’s office.

New York Festivals: Where do you see ads showing up in the future that we don’t have now?

Noel San Juan: That’s scary. I think ads should have boundaries. 

On Life:

New York Festivals: If you could live anywhere, where would it be?

Noel San Juan: There’s this small stretch of beach in El Nido, Palawan.

New York Festivals: Who’s a creative icon that inspires you?

Noel San Juan: Elon Musk

New York Festivals: Favorite travel destination? 

Noel San Juan: Anywhere the love your life happens to be.