IPA introduces Diagonal Thinking theory to Adlanders
The IPA has been working with management consultancy AgencyPeople on the 'Diagonal Thinking' project to identify what features are shared by people, from all disciplines, that make it to the top in the advertising industry.
In an article published in this month’s Market Leader, IPA Director General Hamish Pringle explains that diagonal thinkers are people who combine linear and lateral thinking, coupled with some key behavioural qualities. These people are creative yet logical, imaginative and yet practical. Such characteristics are sometimes thought to be contradictory however the pilot study, based on the background and behaviour of five top industry figures, proves that when used together, they constitute the perfect ingredients for successful industry employees.
Says Hamish Pringle, IPA Director General, “If the 'Diagonal Thinking' theory is proven, the IPA hopes to use the insights to build better working relationships between clients and agencies, attract creative talent from a more diverse range of social, educational and ethnic backgrounds, and nuture this talent more effectively once recruited.”
Once this talent has been recruited, Pringle goes on to explain that the insights gained from the project could help to develop both practical and creative skills, and help to identify and fill the gaps in employees’ thinking styles.
The 'Diagonal Thinking' project, is supported by Creative & Cultural Skills and has been running for two years.
View further details about the project as featured in Market Leader.
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Last updated 09/09/2008