Matt McNeanyFounder and Chief Executive Officer
Given that the world is changing so fast, how can the Client / Agency community do more to help Academia produce the talent and skills needed to create modern, tech-powered marketing? Well, one answer to that is to get out there, tell them what we need and discuss how to do it. Last week I was privileged to be invited by the IPA to present on the subject of Creative Technology skills to the Academy of Marketing's annual conference, hosted by the University of Southampton. This was aligned with the IPA's Creative Pioneers initiative, itself a key tenet of Nicola Mendelsohn's presidency and her agenda to focus on skills, connections and talent to protect our industry's digital future. So as well as sharing a bill with the likes of Nicola, Facebook's Commercial Director, Stephen Haines, and the great and good of agencies like OMG, iSpy and Dare, I was representing the Creative Technology specialist to whole bunch of seriously brainy people. So no pressure then. Here's me making the case for the Creative Technologist - who they are, why we need them and what they look like.
So what did I learn? Well, this preparing-people-for-the-workplace thing is a difficult question. It's clear that there's a real disconnect here - even before we think about how to teach this stuff to kids, how do we keep the teachers up to speed with the commercial sector? Many of the people I spoke to were fully