As some of you may now I was appointed to the Board of IAPI a few months back. My remit on the board is to see how IAPI and our agencies collectively can increase the visibility of creativity in Ireland. People will have heard me talk about Dublin already being a Tech Hub, so why can't we be a Creative Hub as well? The harsh reality is that we're not even on the radar on the world stage and that means the international brands have no need to look to Ireland to answer their briefs. Likewise, the best talent will gravitate towards creative centres of excellence and let's face it Dublin right now isn't it.
But, it's not all doom and gloom. I'm a big fan of the thinking of Jim Collins and he talks about turning the flywheel. It starts so slowly at first that it's hardly noticeable, but with a lot of focus, shouting, persuading, bullying, investment and some luck it starts to move slowly, then a little more, then gains momentum and suddenly everyone is saying how Dublin was always the coolest city to locate your brand. Well, hopefully.
I think the flywheel is slowly starting to move.
Last night Rothco won a Cannes Lions for their Shred of Decency Campaign. There are over 60 people here from irish agencies and brands. We're learning, sharing, connecting and thinking about how can help our own agencies but also our industry.
So what did I learn on Day 1?
1. It's huge. You'd need to split yourself in four just to see everything.
2. The blurring of the lines between traditional pr, advertising and social is really evident. In the PR gallery area much of the ideas are in some ways quite 'addy'. And some of the winners in last nights PR awards were ad agencies. I know for next year we have at least one campaign that we'll enter in this category but without coming here I never would have thought of entering a PR category.
3. Collaboration between agencies is on the rise. Sometimes 3-4 agencies came on stage to receive the awards. Personally I think this is a good thing. There's nothing better than when great people from different disciplines come together to create something bigger than they could have on their own.
4. There is a very clear entry style. I'll be sharing this with the Creative Directors at the IAPI meeting on July 27 and on other blog posts on this particular topic.
5. The campaigns that moved people on an emotional level did well in the PR and Glass Awards. It will be interesting to see tonight do the more traditional craft led categories have the same essence.
6. It's 13 euro for a beer. Just saying.
I'll post tomorrow morning on what I learned today. If anyone has anything they'd like me to look at while I'm here or to focus on just leave a comment on this post.