Dedica Group 的动态

I do love this industry but sometimes it really does feel a tad unrequited… Paying to access briefs but not getting paid for all the hard work that goes into a pitch, paying for awards entries and tables but not getting paid for the endless hours of judging, paying for festival passes but not being paid for the time, effort and prep to speak at them, paying for PR but being asked to write in-depth editorial articles for free in the same publications… the list goes on and ooonnn and oooonnnnnn. The answer to most of the above seems to be ‘exposure’. But ‘exposure’ doesn’t pay the bills my friends! Especially when you’ve been getting paid in ‘exposure’ for the past two decades. I’ve built up so much ‘exposure’ that I’m thinking about launching it as a crypto currency. Starting a small, independent agency is financially tough - especially when you don’t ‘come from money’ yourself. And it’s baffling to see that in most circumstances the same system that applies to the big established beasts, applies to us. We talk about equality, but its also about fairness. Treating a massive conglomerate and a small agency the same might appear like its treating them equally, but it doesn’t give the smaller companies a fair shake of the dice. Which is a shame as indies are more likely to be built around underrepresented talent (like ours) and give more opportunities for new creatives to develop fresh, game changing ideas (like we do). And unlike the big beasts, indies can be a lot more agile and more likely to develop new ways of working that offer more value to clients and audiences (guess HOO does that too? Yeah, I know). I’ve said it before and I’ll say it again. Recognising brilliant creative should never equal the size of your wallet, but that’s the sad reality of the industry that we find ourselves in today. So whilst I sit and watch more brilliant indies go under, I think it’s about time the system changed. Not us. New interview with Creative Review out now: https://lnkd.in/ek__pqf9 Thanks Aimée McLaughlin for letting this small indie have a voice ?? #fairness #advertising

??A great reminder from Nadja Lossgott (joint CCO AMV BBDO) of the importance of originality of ideas and great craft when it comes to making truly stand out work. And that it isn’t easy but is certainly worth fighting for. Have you checked out this years D&AD award winners? — #advertising #maketing #creativity

Rigid rules about ad creative are a great way to kill creative diversity and prevent the chance of finding new winners. Leave room for diverse ideas and styles. Some randomness is good and allows for serendipity.

Creatives are you curious to find out what it's like moving Inhouse? Join us Weds at 10 am as we explore all things to consider when making the move. Hit the link in the comments to register. #creativenatives

Wowee! Happy to announce that I've been invited to speak at the upcoming Henry Stewart Creative Production Conference coming up May 16th 2024 in New York! This year's Creative Production conference explores “The Power of Change”. With the creative landscape evolving rapidly, we find ourselves at a crucial moment, considering the?transforming role and immense potential?of Creative Production as a core pillar of the creative process. “The Power of Change” is not only a reflection of the rapid evolution in the industry but also a call to action to?proactively lead and thrive?amidst these shifts. My talk is entitled " Rising Stars, Rising Standards": The creative production industry finds itself at a critical juncture, balancing between two contrasting paths. On one side, there's a?harmonious collaboration between professionals and artists,?focusing on?values that?prioritize?people and the planet. Conversely, there's?a?focus on efficiency and?maximizing?profits.?Often?at the expense ofethical and environmental concerns. I will share?the steps I have taken to?navigate this challenge; exploring key?learnings and successes.?I invite you to engage in the session and asks,?what if we establish clear value systems and empower industry professionals to become agents of change? Let’s?re-imagine?a?production industry,?that?carefully crafts?products, services, and projects with an ethical lens. Come join me to hear more about this thought experiment and also with others exploring all realms of change for our industry.

The Future of Adverting conference is a wrap.?Many thanks to thenetworkone and the Advertising Producers Association (APA) for inviting me to speak on a panel. Here are my top 3 take-aways of the day: ·?????From Chris Hirst, No Bullsh*t Leadership, Leadership Impact = Clarity x Action.?Action is a critical component, without it, you have zero impact. ·?????Navigating the legal complexities of AI is an industry wide challenge with the primary points of concern being confidentially, ownership of IP and the underlying rights in the model data being used.?It is critical for everyone to check their contracts, try to use tools in a closed environment and have content clearance procedures in place. ·?????To build strong partnerships between creative and production, trust is paramount, we must be willing to work in different ways and if you wait till it’s time to start production, to involve production – you’ve waited too long. Thanks Helen A. for a brilliant job at moderating the panel and to Curro Piqueras for a great discussion.

Is time the biggest barrier to creativity? 70% of creative directors say that lack of time is the main obstacle preventing us from producing impactful work. Constant time pressures force us into reactive, rushed conditions, making it harder to focus on creativity. More than 25% of creative directors named time as their biggest challenge to delivering real value. Check out the full checklist: https://okt.to/Yh7cIB #CreativeLeadership #TimeManagement #CreativeChallenges #UnlockingPotential

Navigating the realm of managing creatives is undeniably an adventure. I speak from experience, being one myself! Within our team brimming with creatives, we're in a perpetual state of refining best practices. The real challenge lies not in generating novel ideas—creativity flows endlessly among us. Instead, it's in the art of execution. Drawing from our journey, here's some guidance: ?? Deadlines! Embrace exploration while respecting deadlines. They're pivotal in ensuring tasks reach fruition. ?? Pressure! Many creatives thrive under pressure (myself included), but applying it earlier prevents last-minute rushes. ?? Mock-ups! Initiate a mock-up stage to visualize rough concepts and discuss the underlying vision. Regular check-ins with our creative minds, witnessing their evolving vision manifest, pave the way for our finest productions.

You’re in the Creative and Design Industry.? You want to get noticed and promoted.? You don’t know what the right steps are to get ahead. Well listen up. We’ve got a live and FREE webinar on Wednesday the 14th of February at 12pm (AEDT) We’re talking with Katarina Matic, Creative Lead from Bullfrog about how she was internally promoted recently from Senior Art Director to Creative Lead with one of Australia’s Award winning agencies. We’re talking with Ryan Clayton Director from Ogilvy Melbourne about how he has had 3 promotions across a 7 year stint with a global creative agency and how he now heads up AWARD School as a co-host. We’re talking with Alexis Waller Independent Creative Director, who has worked across the globe in Creative agencies like R/GA, For The People and in-house with Apple. Link in comments to register. We're at 60% capacity already, so get in quick! If you have any specific questions you'd like to ask, shoot them through to me or Mikhaila Warburton ?? #creativenatives

Are You Killing Your Creativity? From @leeclowsbeard Check-ins are the faux deadlines that bring creative momentum to a dead stop. Response A Deadline is what you impose to work from when you don’t know what to do first. You’re at the deep end of the pool thrasing in the water ?? - with your Creativity sinking. A Timeline is what Creatives work from when you have a clear, effective process that has produced results. Creative professionals understand and use a timeline….