Watch the speech. View the photos. Join in the conversation on Twitter: #IPAPres Nicola Mendelsohn, Executive Chairman and Partner, Karmarama, delivered her inaugural address as President of the IPA today (6th April 2011) to an audience of senior adlanders at the annual Members’ Lunch. She pledged to create a new generation of creative pioneers by developing better skills, creating better connections and re-energising the industry with fresh talent. Mendelsohn is the first female President in the IPA’s 94-year history.
Her central theme is for the ad industry to work together with the IPA to “secure and win the future” in a fast changing digital world that is no longer linear or predictable, but is nevertheless “the most exciting time to work in our industry.”
She asserts that as Britain is a leader in adopting new technologies adland must rediscover its pioneering spirit to maintain its strength and vibrancy, and continue to innovate and lead the world in creativity.
Her agenda is one of stepchange; to master the digital environment through new partnerships and collaboration:
“In the next two years of my Presidency I want to create a stepchange in collaborative creativity, to work with new partners, so that all of the 18,000 individuals in the IPA membership fully embrace the new convergent digital environment. In doing so we can become smarter and more valuable to our clients as we steer them through the new frontier of this emerging content, data and channel landscape.”
Her three step agenda covers:
1. Developing better skills.Through partnership with others and building new programmes around new ways of researching multiplatform content, and building better understanding of the interplay between technology and behaviour. The IPA to be an innovation hub as well as an institute.
2. Creating better connections in adjacent creative industries.
By visiting creative partners within the LA film industry and digital partners in Silicon Valley.
3. Re-energising the industry with fresh talent.By attracting a new mix of graduates, attracting new advertising talent (for example from those who want a mid-career change), and developing new craft skills.
“Skills, connections and talents represent the secret magic of our industry and are hence not easy to replicate or commoditise. If we are to meet the challenge of the future we must concentrate on developing the magic of our industry as hard as we have applied logic and routine.”
To put this into action Mendelsohn announced new IPA partnerships and collaborations with:
•
PACT (the UK’s independent TV and Film Production association), and
UKIE (representing gaming and content providers) to improve collaboration between members and help develop joint approaches to IP.
•
Google to provide funding to invest in a
training programme for future digital champions. Facilitated by Skillset, who will source 100 graduates from 100 universities to provide a new talent pool.
•
BBC Academy to train the industry in multiplatform technology. A first for the ad industry that will take TV production departments, media and creative teams to a new level.
•
Facebook - to showcase Facebook Studio Live in the UK and provide training for agencies, as well as sponsoring a new special prize within the IPA Effectiveness Awards.
She will also lead a council study tour to California in November to ensure the UK is seen as a hotbed for innovation:
“… to reach out to new industries with a visit to creative partners in the film industry in LA, and further meetings with digital partners in Silicon Valley. I want the leading creative lights of the Valley and Hollywood to think of the UK first, before they think of Madison Avenue. I want to see the UK as a hotbed for innovation as we seek better connections with these industries.”
And around the world:
“We will continue to reach out across the globe strengthening our reputation, presence and position, such as in China with a new memorandum between the IPA and the China Advertising Association. We will create an expanding programme of co-operation at the China International festival in September of this year.”
Says Anne Morrison, Director, BBC Academy: "New technologies offer a wealth of creative opportunities for both the broadcast and advertising industries. We're delighted to be part of this new collaboration with the IPA and to share the Academy's expertise in technology training."
Says Kate O'Connor, Executive Director of Policy and Development, Skillset: "We are extremely excited to be working with the IPA and Google on this fantastic new project. Skillset is committed to fostering strong collaborative links between industry and education, as demonstrated through our UK-wide network of Skillset Media Academies, as this will help our industry remain an innovative force."
Says Stephen Haines, UK Managing Director, Facebook: "Collaborating with
the IPA marks our commitment to agencies and to those organizations
that further creativity. In particular, we are looking forward to
working with the IPA on the rollout of Facebook Studio Live, an event
that provides agencies with both the platform and the tools to create
innovative social campaigns. Now more than ever, brands have the chance
to connect and engage with people in a more personalized way and create
campaigns that are social by design, and we think agencies are at the
center of making this happen. Designing on Facebook should be inherently
creative and strategic to spark conversation - both online and off.
With the most creative minds in the industry, agencies can and should be
driving the creative thinking, planning and execution of social
campaigns - right from the start."
Join in the conversation on Twitter: #IPAPresThe full version of this speech can be downloaded
here.
Watch Nicola giving her speech on film
here.
View a visual representation of her speech drawn by
Graphic Change.