Masterclass in advertising creativity taught by Carlos Holemans
Professor Holemans' virtual lecture, which some students attended in person and others online, interactively addressed topics such as successful advertising strategies and the concept of creativity, as well as his career.
Within the framework of the subject The Creative Economy, students of the Pre-Established Spring 2021 programme enjoyed on April 19 a masterclass given by the creative director of the advertising agency Deloitte Digital, Professor Carlos Holemans.
The training session was carried out in a mixed format, combining face-to-face tuition in a Casa Convalescència classroom and remote access, enabling student participation and interaction. Professor Holemans mentioned examples of branding strategies that worked with very good results, developed by leading advertising agencies. He shared with students his successful professional experiences and his vision of the creative process. All this in the context of advertising agencies working with international companies. Carlos Holemans explored, together with the students, the concept of creativity, as well as the need to generate the conditions that favor it.
A regular speaker and columnist, founder of the creative agency El Laboratorio, Carlos Holemans is a UAB Alumni, graduated in Information Sciences in 1985, specializing in Advertising, and has won more than 150 awards at advertising creativity festivals around the world. He was president of the Spanish Creatives Club (2013-2015), and was a member of its Board of Directors for 8 years. Two of his works are included in the permanent collection of the Museo Nacional Centro de Arte Reina Sofía, in Madrid.