Concept Paper for Inception of FMDS_2005

Why the
need for
First Media
Design School
(FMDS)?
SINGAPORE ONLY DESIGN SCHOOL
MANAGED BY DESIGN PRACTITIONERS

Why the need for First Media Design School (FMDS)?
OVERVIEW
THE DESIGN INDUSTRY
IN SINGAPORE
Design As a Profession
Graphic designers are a unique group of people who hold a unique position
in our expanding world of communications. An accomplished designer is a
sophisticated individual – articulate and knowledgeable about almost anything
under the sun - music, painting, history, food and travel, etc. In a nutshell,
he/she is a communicator. The demands of this profession are stimulating in
its vast exposure to every sector of the business community. While the design
profession has grown and matured substantially in Singapore since its origins
in the late seventies, there is still little public recognition of its impact on our
everyday existence. In the early nineties, we witnessed the establishment
of Singapore’s very own Design Centre recognising the contribution and
importance of design in the new economy. The Design Centre however, was
short-lived and was soon relegated to a small unit within the I.E. Singapore.
Recently, we saw the closure of I.E.’s only design library, which held over a
million volume of collections. This seems to further downplay the designers’
contribution to the economy.
Birth of Design in Singapore
In the late seventies and early eighties, we witnessed the introduction of
Graphic Design as an academic subject by the Ministry of Education. However,
with government initiatives favouring technical studies, design studies were not
looked upon favourably by many, and a design career held in less regard than
others.
The late eighties saw the explosion of computer software in the design scene.
These design software and other supporting peripherals greatly accelerated
the design execution process, allowing design proposals to be executed in
double quick time. The mid nineties witnessed the internet boom and the
introduction of new design services, such as multimedia and web design
services, into the commercial scene.

As practising designers, we are not immune to constantly changing practices
and business landscape. Responsible designers in the twentieth century
not only need to be creative over and above the much needed knowledge of
production skills, they have to be also] equipped with a high level of software
skills in order to function competently. With the market progression and the
mushrooming of many design and creative businesses, we have not seen an
adequate number of trained managers who are competently knowledgeable
and savvy enough to assume managerial roles. This directly retards the
business growth potential of our local design and creative business industry.
It relegates many such businesses to assume the roles of small time players
dabbling in the billion-dollar communication industry dominated by foreign
communications and media giants.
Since the recommendation by the Economic Review Committee in 2003,
we have witnessed the rejuvenation of the art and design industry with the
formation of the Singapore Design Council. Recently, the Government has
given the green light to establish Singapore’s first art school catering to the
secondary level to be launched in 2007. This provides another round of morale
booster to the already fledging art and design industry.
Managerial Qualities - The Missing Link in the Design Industry
Design business in Singapore till today has not been successful in grooming
a big local player to hold its own against the foreign giants. Why is this the
case? Unlike other traditional businesses, the design business is still seen as
a relatively small business. Due to the lack of awareness in the importance of
management, no big local champion has emerged to set an exemplary role.
To date, there is also no such design management courses being offered in
the market. Business owners are usually armed with design qualifications
but little or no business management understanding or experience. Their
success as small time players is very much dominated by their distinct creative
and design styles. In recent months, we witnessed the demise of many older
establishments. This has proven us correct that business management in
this field is sorely lacking and business continuity, virtually non-existent. This

is a manifestation of the notion that self-taught design business owners are
guarded about their self-discovered trade secrets. Therefore, they adopt a less
transparent management style in their business practice.
First Media Dream
The government’s continuous efforts to attract foreign investments have
led to higher standards and expectations of design and execution services.
Opportunities of design projects are largely dominated by the foreign players.
This has directly raised the standard of the competition to a much higher level.
First Media is well poised for the competition and has taken the leading role to
champion design management education in Singapore.
FM has two objectives. Firstly, to build FM into Singapore’s largest design
group with regional business fronts, thereby becoming an alternative to these
foreign players. Secondly, to train a truly local pool of creative talents, sizeable
enough to export talent overseas as well as to set up offices within the regional
countries.
FM needs to lay the foundation to nurture its business growth before it loses
its steam. We recognise that the export of talent is necessary to satisfy FM’s
objective. FM is confident it will succeed and is committed to seeing through
these actions.
The idea of promoting design management studies is First Media’s noble
attempt to impart its practising trade secrets to outside parties. It aims to
transfer design management knowledge in this creative industry to business
owners, entrepreneurial designers and talented individuals. In doing so, it
hopes to attract like-minded individuals who are convinced of our design cause
to join forces with First Media in our pursuit to become Singapore’s largest
design corporation with business reach covering the entire region. It also aims
to be the first public-listed graphic design group in the near future.
This is our FM dream.

profile
FIRST MEDIA PTE LTD First of its Kind
First Media (FM) complements the professional design business with its
constituent companies through management initiatives and innovative business
programmes. These are aimed at providing greater value to our clients,
competitive advantage to every company under our umbrella, and increasing
opportunities and rewards for our partners and employees.
A Vision Unfolds
FM aspires to lead in discerning emerging trends and setting performance
benchmarks in the creative business in Singapore and the region.
Vision
FM strives to be the homegrown regional IMC powerhouse by year 2010.
Mission
FM builds a community of providers and users of strategic design, aligned with
an environment of inspiration, motivation and innovation.
Belief
FM companies are deeply imbued with five qualities which have been the
cornerstone of the Group’s success:
1. Talent
2. Creativity
3. Passion
4. Leadership
5. Relationship

People with a Difference
We are a family of companies consisting a diverse pool of talents of various
ethnic groups from different countries. FM staff works in accordance with the
family spirit of cohesion, trust, respect, teamwork and co-operation.
Oneness - the FM Spirit
We are a family of companies that consistently strives to produce works
of excellence and is committed to achieve a leadership position in the
communications service industry.
One Vision
Relentless pursuit of corporate goals through impeccable standards in
creativity and customer service while expanding the strategic business service
offering.
One Team
We have a strong core management team that is highly motivated, disciplined,
knowledgeable and committed to the pursuit of Oneness in family spirit and
corporate growth.

FM Creative Service
FM’s companies in Singapore and across the regional markets offer integrated
communications consultancy service in the respective markets and on a
regional scale. Each company is managed by a qualified and experienced FM
partner who has substantial knowledge in their respective field of design
disciplines to offer professional services to a broad spectrum of corporations
and government agencies.
- Advertising & Promotion
- Brand Consultancy
- Market Research and Consultancy
- Design Management Academy and Training
- Publication Design
- Editorial Consultancy
- Event Management
- Environmental Graphics and Corporate Identity
- Interactive Design
- Interior Design
- Publishing
- Packaging Design
- Public Relations
FM Design Manifesto
First Media is deeply rooted in the belief that good design creates business
opportunities. As a responsible employer, we adopt a very transparent
management style that strives on honesty, loyalty and commitment. To
illustrate our commitment, we have crafted our own set of design manifesto
to highlight our design roles and business philosophy.

We believe that design is much more than to simply assemble, order, or edit. It
is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to
dignify, to dramatise, to persuade and perhaps, even to amuse.
With over 17 years of field experience, we have developed and successfully
applied our original design and management philosophy, which is dearly
upheld by companies under the FM Group.
Design Enterprise Philosophy
Design per se is a 4-stage process that comprises evaluating, planning,
collating, formulating and implementing. Simply put, design is a thinking
process that requires a fair amount of perseverance and diligence.
STAGE ONE - Business & Brand Building/Evaluation
• Chart business road map
• Product research and development
• Capital raising/project funding
• Identify local/overseas marketing and distribution channels
• Establish alliances and networks
• Market research
• Competitors
• Market viability test
• Customer profiling and segmentation
STAGE TWO - Strategy Formulation & Planning
• Branding Development
• Corporate and product identity programme
• Brand guideline and corporate manual
• Product design and development
• Packaging design
• Interior design
• Environmental graphics
• Marketing Plan
• A&P budget and planning
• Campaign planning

STAGE THREE - Communication Strategies Implementation
• Advertising & Communications Campaign
• Print media
• TV and radio commercials
• Marketing collateral
• Interactive media
• Co-publishing and co-branding
• Other Secondary Promotional Activities
• Special product launch
• Road shows and exhibition
• Co-branding launch and events
• Public Relations Activities
• Corporate sponsorship & events
• Media launch/press release
• Events, seminar and workshop
• Community outreach programmes
STAGE FOUR - Control & Refinement
• External Brand Audit
• Market audit to determine brand position, attributes and acceptance
• Product
• Determine market share, pricing, product life span and possibly product
extension
• Sales
• Communications effectiveness, new marketing and distribution channels,
strategies, etc.
• Internal Service Level Performance Audit
• Internal staff brand understanding and service support, staff commitment
and consistent service level support
• Enhancement of product, service support and communication and strategies

Design Shapes Perception
Designers are instrumental in creating the look and feel of our world and
therefore our roles have an enormous impact on our society however small or
insignificant a task we undertake.
FM Code of Conduct
FM’s Code of Conduct helps to set its group of companies apart from the
multitude of design companies in the market. FM designers’ primary
responsibility is to our clients. They are expected to exercise that responsibility
in a competent, honourable, and professional manner.
FM As A Responsible Practising Design Group
As a responsible practising design group, we are committed to upholding our
reputation through design standards, service quality, and business integrity. As
a group with regional presence, we are also watchful of our professionalism in
upholding business values such as trust, reliability, sensitivity to cultures, and
sincerity to all our clients, employees, suppliers, peers, and even competitors.
The FM Modus Operandi
FM recognises that the design business is a ‘people business’. We believe in
engaging the best professionals of diverse backgrounds and from all fields that
complement each and every design discipline to offer the best to our clients.

FM Designers - We Live to Work
Quality, standard and excellence are attributes FM studios strive for and these
bear testimony to our past successes and achievements. Design is our passion,
creative quality is our aim; international professional standard is our yardstick
and excellence is our highest pursuit.
FM Standard Operating Procedure (SOP) Manual Guidelines
FM studios abide by the FM Studio Standard Operating Procedures (SOP)
crafted with reference to international agency professional practice standards
and procedures. Clients can be assured that all FM studios practise the same
professional principles across the different operations.
International Awards and Achievements
FM studios have won many international, regional and local awards which
bear testimony to our excellent standard in creativity. Clients can be assured
that this excellence is pursued not at the expense of customer satisfaction or
communications objectives.

FM Modus Operandi
An Overview Introduction
First Media Design School (FMDS) is formed to concretise the knowledge base,
passion and expertise of FM and our resources. First Media Design School
(FMDS) located in Singapore is the platform through which we transfer our
intellectual and operational assets to aspiring designers and entrepreneurs.
Mission Statement
FiDS aims to provide a well-balanced and well-rounded curriculum focussing
on both design and management studies to prepare students for the creative
and business management demands of the design profession.
FM Goals
• To create a higher learning platform to expose and nurture creative minds in
the areas of design management theoretical studies.
• To inculcate and enhance individual strategic design conceptual thinking skill
through structured studio methodologies and application.
• To offer a well-rounded design and management education in preparing them
in their future roles as practising designers or design entrepreneur in the
creative business.
FM’s Business Direction
First Media is a dynamic organisation consisting more than 20 studios regional
wide. It is Singapore’s largest communications group with regional presence
includes offices in six cities in Asia: Bangkok, Jakarta, Kuala Lumpur, Manila,
Taichung and Shanghai. With the collective strength, we seek to expand our
market share by grooming more entrepreneurial staff via FiDS and FM very
own tried and tested in-house Design Management and Design Entrepreneurial
Development programmes.
It is FM’s long term goal to develop more design units spanning the regional
countries. To date, FM has successfully groomed and nurtured over 20 business
partners who are currently managing the respective studios.
FM strives to take the leading role and be the captain in this creative business
by year 2010.

How First Media Plans to Achieve The Leadership Position
FM has the management commitment, strong conviction to pull through all
upcoming challenges. It has the financial resources, technical know-how,
business knowledge and experience to ensure successful accomplishment.
• Qualified Knowledge and Experience
FM directors have the qualified design and management knowledge and
operational experience to successfully manage a profitable creative business.
It has developed a tried and tested business modus operandi with structured
studio operational methodologies developed and honed over the past 10
years.
• Passion and Commitment
FM directors possess the right attitudes and maintain a selfless commitment
in their zealous pursuits to train and groom creative talents to join the
creative business. This is carried out through sharing knowledge and
imparting design management and know-how during in-house workshop and
on-the-job training.
Unique Benefits for Students Who Enrol With First International Design
School (FiDS)
Students can benefit from a series of perks and benefits when they enrol in
any FiDS programmes.

1. Industrial Attachment Opportunity with FM Studios
Our range of design studios can offer students internship opportunities in
any of our studios after the completion of their studies. Students who enrol
into our course will automatically be qualified for internship with any of our
FM studios. They will be offered an opportunity to execute real life design
projects under the expert guidance of FM trained designers.
2. Full Time Employment Opportunity
Outstanding candidates who display desired talents and traits will be
accorded full time employment opportunities with any of these FM studios.
This employment opportunity offers students an ideal outlet to put their
training to good use.
For overseas students who desire to work in Singapore, this opportunity
will translate into some tangible benefits before embarking on their course
selection with FiDS. This is ideal especially for foreign students who desire to
work in Singapore.
3. Business Funding Opportunity through FM Angel Fund
Outstanding matured students (upon successful completion of FMDS’
programmes) who meet FM Partners’ selection criteria can also tap the FM
Angel Fund to finance their design business start-ups.

On a case-to-case basis, selected candidates will be nurtured and groomed
under the FM Partnership Programme before embarking on their business
plans. Housed within FM premises, candidates will receive direct business
management and creative guidance from FM partners.
Partners will enjoy the full perks as with any FM partner. They will be
inducted into the FM Oneness culture to work as a group. Up-starts will be
able to leverage on FM’s business reputation and design credentials and
talents for collaborative work across regional markets whenever necessary.
4. FM Scholarship Funding
Outstanding candidate will also be able to gain access to FM Scholarship
Fund to finance their pursuit of higher degree in related communications
studies. This will broaden their academic knowledge and indirectly bring
higher value to the FM organisation in the long term.
5. Design Management Institute, Singapore (DMIS) - Upcoming
Students who graduate from First Campus will be automatically enrolled into
DMIS membership. They will continue to receive design and management
updates on a regular basis through website or email. This is to enable
students to keep abreast of FMDS’ latest developments and bring them up to
speed with the latest design management practices around the world.

Concept Paper for Inception of FMDS_2005

Concept Paper for Inception of FMDS_2005

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