Dr. Neal Burns speaks at design conference in Taiwan

Earlier this semester, advertising professor Dr. Neal Burns was invited to serve as a panelist at the 2012 Taipei World Design Congress (TWDC).

TWDC, which was organized by the Taiwan Design Center and the Taiwan Design Council, invited speakers from several countries to discuss creativity, and the ways in which that process adds value to brands, integrates technology and creates a more livable and humane society.

Under the theme "Design for Value," the 2012 Congress’ purpose was to discuss how to use design to improve quality of life, and create higher added value for industries in Taiwan.

Dr. Burns’ remarks centered around both the impact of social networks and mobile technology on traditional advertising media, and the evolution of account planning strategy into a comprehensive consumer-owned point of view and brand definition. 

“In some talks with, and with guidance from Frog CEO Doreen Lorenzo, I began to understand the importance of design in changing attitudes or behaviors through personally relevant messages, which we normally call ‘ads’” he said. “And the transition of advertising strategic thought from creation to curation . . . taking the data we observe and drawing conclusions from those observations.”

The trip marked Dr. Burns' first visit to Taiwan, and provided valuable feedback on his work.

“[TWDC] gave me the change to see how these thoughts might play to an audience focused on design and contemporary needs,” he said. “I felt the talk was well received and there was some good discussion that resulted. I hope to go back to Taiwan sometime soon. It was beautiful.”