When it comes to graduate recruitment, the IPA's particular bugbears are the City and Management Consultancy. They have the money and the clout to hold big 'loud' events at all the best universities, so they have the biggest visibility by far. So it's not surpising that the creative industries feel they may be losing out on some of the best talent, simply because they aren't on the radar, and aren't being heard. It's particularly frustrating, of course, for the ad industry, within the creative economy, who know a thing or two about communications and, in particular, how share of voice drives share of market!

1. The creative economy

2. The creative economy
a force for economic growth
a force for social good

3. The City
Self-interested
The selfish (self-interested) gene

4. Management Consultancy
Negative force
The reductionist (destructive) gene

5. The Creative Economy
Positive force
The expressive (expansionist) gene

6. The City
“No good will come of people who make
money out of money”.

7. Michael Moore’s ‘Capitalism: A Love Story’

8. ‘Wall Street: Money never sleeps’

9. Performance?

10. ‘Expressive value’

11. The Creative Economy
6.2% UK GDP
growing faster than the economy as a whole
contributing to the overall growth of the economy
1/3 of new jobs in London

12. The UK Creative Economy
more significant to the UK economy than to any other
economy in the world
the envy of the rest of the world in terms of
scope/scale/unrivalled creativity and quality

13. Love and Money

14. Your Choice
The City?
Management Consultancy?
The creative economy?

15. ‘Creative Britain’
Advertising, architecture, the art and antiques
market, crafts, design, designer fashion, film,
computer games, music, the performing arts,
publishing, software and computer services,
television and radio
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16. Core arts
Cultural industries
Creative industries*
*Advertising, The rest of the economy
architecture
and design
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17. MAD MEN

18. Advertising Works
30 years of Effectiveness Awards

19. Re-engineering the brand
BT Cellnet

20. Brand Proposition
“A world that revolves around you”

21. Real World
(Reality television sponsorship)
Celebrity Big Brother 2 and Big Brother 3 / 4
games
text alerts
Text chat room

22. Experiential (beyond advertising)
The O2 Arena customer experience
priority tickets
Fast track entry
Special offers
Access to exclusive zone
(Blueroom Bar and O Lounge)

23. Creative
Irish Murdoch David Puttnam Ridley Scott Charles Saatchi

24. Business and Administration
Adam Crozier (ITV) Alan Bishop (South Bank) Mark Lund (COI)
Steve Hilton (No 10) David Wheldon (Vodafone) Richard Reed (Innocent)

25. Advertising generalists
subject neutral
a diagonal thinker
entrepreneurial spirit

26. Growth areas for specialists
PPE
Social sciences
Statisticians/econometricians
Network scientists

27. The internet reinvents TV

28. While in leisure
mode, more
While in work mode,
elaborate forms of
short sharp messages
branded
entertainment
Source: IPA/Future Foundation
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29. The drivers of success
Demand: stimulating creative appetites
Diversity: cognitive plurality
A level playing field: balancing competing imperatives
Education and skills: ensuring balance and appropriate supply
Networks: harnessing capacity and brokerage
Intellectual property: copyrighting expressive value in a digital
world
Building business capacity: scaling up SMEs to sustainability
Public architecture: crowding in creativity

30. The IPA can be a gateway to advertising
http://www.ipa.co.uk/DisplayContent.aspx?
ID=1623

31. Any questions. . .
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32. Thank you
www.ipa.co.uk
janet@ipa.co.uk
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