Mendelsohn sets ad industry agenda for next 2 years

The IPA’s new president Nicola Mendelsohn has pledged to create a new generation of creative pioneers for the digital future.

In her inaugural address at the IPA’s member’s lunch today, Mendelsohn said she hopes to create a new generation by developing better skills, creating better connections and re-energising the advertising industry with fresh talent. Mendelsohn is the first female President in the IPA’s 94-year history.

Her central theme is for the ad industry to work together with the IPA to “secure and win the future” in a fast changing digital world that is no longer linear or predictable, but is nevertheless “the most exciting time to work in our industry”.

She said that as Britain is a leader in adopting new technologies, adland must rediscover its pioneering spirit to maintain its strength and vibrancy, and continue to innovate and lead the world in creativity.

“In the next two years of my presidency I want to create a stepchange in collaborative creativity, to work with new partners, so that all of the 18,000 individuals in the IPA membership fully embrace the new convergent digital environment,” she said. “In doing so we can become smarter and more valuable to our clients as we steer them through the new frontier of this emerging content, data and channel landscape.”

Mendelsohn announced new IPA partnerships and collaborations with:

• PACT (the UK’s independent TV and Film Production association), and UKIE (representing gaming and content providers) to improve collaboration between members and help develop joint approaches to IP.
• Google to provide funding to invest in a Hyper Island programme for future digital champions. Facilitated by Skillset, who will source 100 graduates from 100 universities to provide a new talent pool.
• BBC Academy to train the industry in multiplatform technology. A first for the ad industry that will take TV production departments, media and creative teams to a new level.
• Facebook – to showcase Facebook Studio Live in the UK and provide training for agencies, as well as sponsoring a new special prize within the IPA Effectiveness Awards.

She will also lead a study tour of senior ad agency people to California in November to ensure the UK is seen as a hotbed for innovation: “I want the leading creative lights of the Valley and Hollywood to think of the UK first, before they think of Madison Avenue. I want to see the UK as a hotbed for innovation as we seek better connections with these industries.”

“We will [also] continue to reach out across the globe strengthening our reputation, presence and position, such as in China with a new memorandum between the IPA and the China Advertising Association.  We will create an expanding programme of co-operation at the China International festival in September of this year.”