IPA boss Mendelsohn seeks generation of ‘creative pioneers’

Incoming IPA President Nicola Mendelsohn says the ad industry must stop wallowing in nostalgia and look to create a new generation of “creative pioneers”.

/x/t/e/IPAchair160.jpg

Mendelsohn (pictured) laid out plans for her two year presidency at her inaugural address at the IPA Members Lunch today (April 6).

She says that the industry is guilty of “a deep sense of unease” that borders on Mad Men-style nostalgia, according to Karmarama executive chairman and president Mendelsohn.

As a result, she is calling for the industry to seize the initiative because currently a crippling confidence exists.

She says: “We are almost mute when leading politicians, like our current Chancellor, assert that advertising can be switched off without any consequence to a business.”

In an attempt to seize the initiative, Mendelsohn has unveiled a number of plans that are designed to create a generation of creative pioneers.

This includes an IPA partnership with Google that will provide the funding to invest in a programme aimed at creating future “digital champions”.

The initiative will be facilitated by Skillset who will choose 100 graduates from 100 colleges and universities.

An IPA council study tour to California will be led by Mendelsohn this November, in order to reach out to creative partners in the film industry and digital partners in Silicon Valley.

Mendelsohn explains: “I want the leading creative lights of the Valley and Hollywood to think of the UK first, before they think of Madison Avenue.”

Further international links will be built with markets including China, which will involve a new memorandum between the IPA and the China Advertising Association.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here