NEWS & EVENTS

In a recent PRA3056 Campaign Planning and Management session taught by Senior Lecturer Dr Vivienne Leung, students gained practical industry perspectives from David Tam, Associate Creative Director at Havas Group Hong Kong and HKBU PRA alumni. David delivered a guest lecture titled "A.I. Stands for An Insight."

His presentation focused on the foundational importance of insights in developing effective advertising campaigns. David demonstrated how strategic insights drive successful campaign development, emphasizing that human understanding remains central to advertising effectiveness even with advancing technology.

The lecture explored the dual meaning of "AI" as Artificial Intelligence and "An Insight." David illustrated how data-driven technologies can enhance creative processes rather than replace them, showing examples where AI tools helped identify patterns and opportunities that strengthened campaign strategies. He presented several campaigns where technology and human creativity worked together to produce measurable results.

Dr. Vivienne Leung's PRA3056 course is structured to give students a comprehensive understanding of the campaign development process. The curriculum covers research methodologies, strategic planning frameworks, implementation techniques, and evaluation metrics used in professional communication campaigns. Guest lectures from practising professionals like David complement the academic content with current industry applications.