Archives for February 2016

February 26, 2016 - Comments Off on Creative Social | Innovation vs Creativity

Hey Guys here's the (not so) live report from Bruck + Fontes at Creative Social, on behalf of the YCC, enjoy!
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This week's event was titled 'Innovation Vs. Creativity' so we knew to expect a tough battle of the two. When we arrived at DigitasLBi, home and host of the Creative Social, we started noticing little bits and pieces that were new to us as frequent Creative Social goers: TOOOOOONS OF PRESENTS!!!!
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Shortly after the event had started, we found out why: Creative Social was very excited to announce a long term partnership with Twitter and we also got to know what exactly the items were for:
- The Fortune Teller (apparently in America they call them 'Cootie Catcher') is a smart tool to help you develop the most innovative and creative digital campaigns of the future. According to the Cootie Catcher, the next big thing Bruck + Fontes will be running will be a selfie campaign... with Justin Bieber.... In Space. Sounds like this could definitely break the internet.
- The Sunflower seeds were a nice little piece of greenery that we could plant on our desks and watch grow!
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So now, to the speakers! Nadya (@NadsBads) introduced the topic of the event with the simple question: What is Creativity and What is innovation? But as it turned out, the question wasn't that simple at all and everyone seemed to have different opinions about the both.
What became clear however, was that none of the speakers thought that Innovation and Creativity are enemies but rather things that go hand in hand. Ben Little, Founder of Fearlessly Frank (@FearlesslyTweet) presented it as the same dilemma as the chicken and the egg, we'll never know what came first but we know that there will never be one without the other.
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Caitlin Ryan, ECD of Cheil, gave a very good example of this: Pixar. She talked about how Pixar is not only called one of the most creative companies in the world, it's also known for revolutionising the animation industry through Innovation. Caitlin recommended Ed Catmull's book Creativity, Inc. Both having read the book, we can completely agree.
Sam Ball (@samuelball), Partner of Lean Mean Fighting Machine and now CD at M&C Saatchi said "Creativity is a pussy. It can fail. With innovation, the end goal can't fail because you're going to make it happen somehow in the end." In contrast, Chris Clarke (@@albionics), CCO at Digitas LBi, gave a great example of how innovation can actually fail, if it's just used for the sake of it.
He showed Dentsu's Neco Mimi, a device with cat ears that you place on your head for it to read your brain waves and depending on how happy or sad you are, the ears go up or down. (WTF)

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Victoria Buchanan (CD Tribal Worldwide) walked us through the different processes of Creativity and Innovation side by side and showed how, despite of how different they are, they both release in us the same feeling of excitement and joy once we've found a way to make them work.

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Some more highlights of Tuesday night included: When Caitlin Clarke emphasised on the importance of diversity in our industry to foster and breed creativity and innovation, yet pointed out the sad reality that the industry right now is full of white, bearded males.
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Having taken part in The Great British Diversity Experiment last month, and experiencing the immense value of working with diverse teams ourselves, we completely agree: Our industry needs more diversity, because diversity leads to better ideas, better companies and ultimately to better innovative and creative solutions for the problems of tomorrow. ....And to make that point absolutely clear, Caitlin had the perfect slide, telling us the naked truth.
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This is how our industry needs to look like.
We hope this could give you a little insight into the event, Bruck + Fontes, over and out!

@BruckAndFontes

February 17, 2016 - Comments Off on Want to work in a digital agency? Don’t rely solely on your degree

Degrees were once seen as a must-have for new employees, but they are no longer mandatory. That’s especially true in the creative sector, where passion and willingness often take precedence over academic bravado.

As a young entrepreneur myself, I’m committed to bringing young talent into my business. That talent may present itself in different ways, whether it’s a teenager preparing to take their first steps into digital or a graduate with a desire to create.

I always believe in giving young people an opportunity. In 2015 we recruited six graduates, two apprentices, a sandwich placement and a work experience student. Read more

February 16, 2016 - Comments Off on The Kennedys 2016

Are you a creative person that dreams of doing, making, being and seeing more of what the world has to offer? Well. Wieden + Kennedy Amsterdam have just launched The Kennedys.

Now in its sixth year, The Kennedys are a small group of young creatives selected to take part in Wieden+Kennedy’s creative accelerator programme. They can come from any creative discipline to live together for a period of 7 months, while learning to concept, develop and produce real work for real clients. After crushing it for five years in Amsterdam,we’re spreading our wings and opening in London as well.

The Amsterdam team are mentored by long time W+K Creative Director Alvaro Sotomayor and producer Judd Caraway, while the London team will be announced soon.

WK eyeThey're looking for writers, photographers, directors, artists, designers, filmmakers, animators, tech developers, game designers, doers, makers, thinkers, schemers and plotters with a personal voice and a unique creative vision whom have the ability to speak decent English.

They're currently accepting applications until March 15, 2016 to start June 1, 2016, so get filling in their weird and wonderful application form now.

[button link="www.thekennedys.nl" size="large" target="_blank"]APPLY NOW[/button]

February 16, 2016 - Comments Off on Wanted | Young Designers & Illustrators

Are you a young designer or illustrator that wants to get your work seen on a global level? We've got a paid project working with a well-known multinational company that we'd like your help with.

We're looking for 5+ people to help us out by creating concepts, and delivering GIFs based on a the brief supplied to us in the next week or so. It's a great opportunity to show off your style and skills, without the need to shove a logo on the end of it. Honest.

WHAT WE WANT FROM YOU

  • Be a designer or illustrator – you can be in full-time employment, but you must be happy to work after hours instead. You will be given a timeline for key deadlines, so when you work is up to you.
  • Ability to create animations/GIFs for web.
  • Able to attend a briefing session in London (preferable, but not essential).
  • Create a singular or series of artworks based from a brief/s over a number of months.

WHAT YOU GET FROM US.

  • Money. It's a paid project. Budget TBC.
  • Possibility to create further work if project gets extended beyond September.
  • Publicity of your work with us when it goes live.
  • Flexibility to work wherever you want.

INTERESTED?

Send you folio to andy@youngcreativecouncil.com by this Thursday (18th Feb) – we'll be in touch if we think your style suits the client.

February 15, 2016 - Comments Off on Free Creative Circle Memberships

The UK's oldest advertising awards, the Creative Circle, have just launched a new membership scheme – and it's absolutely FREE for students.

You get access to great perks throughout the year like:

  • Ability to stand for election to the Inner Circle
  • One vote in the Student elections to the Inner Circle Council
  • Priority and reduced ticket price to attend the Roundhouse in the gallery at the awards night
  • Monthly guest speaker on Twitter — get the chance to ask questions and discuss issues with one of the senior creatives from around our industry
  • AND you'll get sent a free copy of the Circle magazine plus each of the three quarterlies.

That's like £50+ of advertising goodness, just for signing up*. Not bad, eh!

[button link="//www.creativecircle.co.uk/#membership" size="large" target="_blank"]GET MEMBERSHIP[/button]

*Kinda wish I was a student again...

February 15, 2016 - Comments Off on To Uni or Not to Uni? That is the Question

The other week my girlfriend’s younger brother asked her and I for suggestions of which universities outside of London were good for studying graphic design.

There were some obvious options. But actually sitting there and thinking about it for a second, my overriding feeling was to say “don’t go”.

We as a YCC collective, support university education (if you choose to go). And we can see lots of plusses it can certainly bring. Especially if you go to a top university.

But having studied a university degree myself (in advertising and design), I’ve often felt the BA lot get a poorer deal, than say the BSc folk.

For a start, when I paid three grand a year, I felt I still got short changed. Yes facilities were open, but contact time with tutors and lecturers was still at specific times. (After all, they have other lessons and their own work to do.) The library offered me nothing more than what I could find online. The computers were no better than my personal one. And I still had to pay for printing and other materials. I mean, it’s not like I was using a state-of-the-art wind tunnel testing the aerodynamics of 3D printed carbon fibre monocoque structure. I had a pad, pen and Mac.

The three thousand pounds was for the ‘experience’. But not real world experience. The party all night, work all day one. An experience that would involve making friends for a lifetime and incurring a mountain of debt that’s still no smaller nearly 7 years later. It was a fun experience, I’d agree. But one that I’d do all over again for three times the price? I don’t think so.

home-office-569359_1920Why? Well. How many hours did you really sit in a design studio with proper one-on-one tuition from your tutor? How many real world meetings, talks, visits did you do? How opportunities did your university offer you that weren’t already out there?

You can still win a D&AD New Blood Yellow Pencil without being student. You can still get placements without a degree. You can still do agency visits without needing to be in a group of 30.

With a bit of get up and go. Some bright ones can do it themselves.

For £9k these days, you can buy a Mac, rent Adobe CC, sit in a coffee shop in a major city and teach yourself the art of design – with money to spare.

You could get industry feedback on your work and ideas, just by having a crit. You could do work experience or placements without worrying about course work. And you wouldn’t have to write a near useless 12,000 word dissertation that only two or three people may ever read.

I’ve taught myself to code, use InDesign and the rest has been gained through industry experience. So why couldn't a student study it themselves? Think of it a bit like the Open University, but without the piece of paper at the end.

I know it would be asking a lot of an 18 year old to make that call. But what if we (YCC) or others could help them along the way they could find a halfway house between being a student and an apprentice, wouldn't that be amazing?

So what I want to know is, is it doable? Have you done it? Or would you suggest your future self to forget uni and go it yourself? Let me know in the comments.

February 11, 2016 - Comments Off on Qualifications vs Quality

The other week I attended a RedSofa event with Jeremy Bullmore and his former colleagues Billy Mawhinney and Nick Welch (incidentally the famous Florence’s father) where they could reminisce and share some of their wisdom.

During the Q&A there was a question thrown at him by a recruiter, it was something along the lines of “agencies are increasingly asking for degrees as part of the recruitment policy. Do you think this will have an impact on the type of people who will enter the industry?”

As always, Jeremy had some sound advice. He's from the era when you didn't need a qualification to get a job in advertising. He learnt on the job. And the people he would go on to hire were brought in because they were talented, not because they'd been to university.

redsofa1He was worried the new trend was a way to supposedly weed out the less able. But it would eventually have an adverse effect on the agency. "Why would want everyone to be the same? It breeds the same ideas, the same point of view and the same mentality."

In other sectors, like consulting, Deloitte have just stopped asking where candidates have studied on application forms so they can find more rounded individuals that bring broader mix of skills and attributes.

I have a similar view. We (YCC) are currently supporting an initiative to help females enter the creative department, and forcing people to have a degree would only cause another barrier to entry. And secondly, the two of best as courses in the UK don't require a degree to get on them.

Tony Cullingham’s Watford course asks them to fill out a bunch of questions that have nothing to do with academic ability. And SCA2.0 only require a portfolio of ideas. Where they previously studied, or what they used to work as, is irrelevant.

So why are these courses after talented individuals, but agencies chasing qualifications? Why can't they come up with their own system that provides an ability level, without the need to have all the motor board hoohah?

Jeremy suggested they bring back the own copy test. But why stop there? There could an art direction test. Or campaign brief test. Especially for grads or apprentices.

That would be their standardised testing method, rather than the varied ones courses offer. You only have to go to D&AD’s Newblood to see the varying standards across the board.

So why doesn't the industry, or at least some agencies have a benchmarked one? One that anyone can have a go at. Whether you've been to uni or not?

After all. Do you really need to spend £30k to prove you can be creative?

February 8, 2016 - Comments Off on Creative Equals | The Results

We ended 2015 with a survey, to get to the bottom of a why there is a lack of women at entry/junior roles, when half the advertising graduates are females.

The survey helped us get a broader perspective on what you guys are feeling so we can provide some exciting solutions with Creative Equals. You may have seen some of our results in these Guardian or Huffington Post articles but here are all our findings:

 

In total, how many years do you feel your advertising career will span?

We’ll kick off with positive stat. We think it’s promising, that 65% of feel your career will span 10+ years.

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Which skills training would you benefit most from?

Across the board Leadership training came out on top with 32%, followed by skill 27% with some interesting feedback in the ‘other’ section.

projecting your voice in a room full of men” & “negation”

It’s so ironic that as a communication industry we don’t feel comfortable or equipped to communicate with each other.

Also as the age range went up, the percentage of votes shifted from skills – leadership. With experience, confidence in individual craft increases, however leadership in a team or project doesn’t follow the same suit.

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Have you worked with a female CD or ECD?

Here’s a question, which stirred up the most dangerous statistic. 70% of female aged 18-25 have NEVER worked with a female CD or ECD. This lack of female influence is an embarrassing welcome into the industry.

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Do you feel you have enough female role models in the industry?

The answer is a resounding no. Over 80% don’t feel there aren’t enough ladies around. And we agree, there aren’t enough.

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Which percentage reflects the male - female ratio in your department?

The result show that 3% of you are in an all male creative department, but most of you are part of a male heavy department with 57% saying 75%m-25%f ratio reflects your creative team.

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Do you consider advertising an industry you can stay in with a young family?

When we split our results into sexes, 65% of you answered YES, and the other sex, 60% of you answered NO. Nearly as many male's answering this question felt it’s possible to have a young family and work, as women didn’t.

Now I hear enduring the miracle of new life is rather time consuming. However is this a reasons women should drop off the face the industry?

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When you were interning or if you currently are, what has made you consider giving it up?

45% of you said wages and consequent living conditions put you off a career in Adland, and we know just how much this can suuuuuuck in the first couple of years.

But just for fun, let’s throw in the fact that on average women get paid 14.2% less then men, and we have the endearing ‘pink’ tax to consider daily. It could be fair to say that women feel the pinch more, and therefore more likely to leave.

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We’ve proudly partnered with Creative Equals and are taking your results into and turning them into actions. We’ll soon be opening a mentorship programs and events. So watch this space!