Matt McNeanyFounder and Chief Executive Officer
Today our CEO, Matt McNeany, had the great pleasure of presenting to the great and the good of Adland at the IPA's Creative Pioneers Conference. How wonderful that 'Creative Technology' is now firmly front-row-centre in one the world's great advertising and marketing hubs. But is it enough? Many of you will know that this event was an extension of the IPA's broader Creative Pioneers initiative.
As well as sending a contingent to Silicon Valley to bring back learnings and actively recruiting from a wider talent pool, the conference illustrates the time and effort they are rightly putting into President Nicola Mendelsohn's aim of bringing the next generation of people and skills into the industry. From a Creative Technology standpoint, it was a decent day, with a full-on agenda including 19 speakers in less than a day.
And while it's great that Adland is starting to move outside its comfort zone, it's clear that there's still a long way to go for 'traditional' agencies (and we include all disciplines in that - inc. digital agencies) to genuinely embrace the breadth of business-changing opportunities that Technology creates. Not least:
- charging for IP
- keeping talent agency-side
- meeting the needs of client Marketing Technology teams
But it really is great that the awareness of this Technology opportunity is growing - particularly as there's no shortage of competitors waiting in the wings to steal all this money flowing into the CMO's budget. After all, as Martin Sorrell said just last week:
we'd better prepare ourselves for the day when we engage just as much with CTOs as we do with CMOs.
Anyway, Matt's deck is below - please take a look and tell us what you think. And if you'd like to talk more about the opportunities that Marketing Technology is affording agencies and clients alike, by all means give us a call. And thanks again to the IPA for inviting us to take part.