Advertising School Exec On Training The New Creative [Cannes]
Anders Sjostedt, Global Director of Executive Programs at Hyper Island, discusses how it is now 'unprofessional' for advertising minds -- no matter how old -- to shun social media.
In his position as Global Director of Executive Programs Anders Sjostedt has taken part in the training of some of the world’s most sought after talent in the industry. Leading up to his workshop at this year’s Cannes Lions festival, PSFK tapped Anders Sjostedt for insight on what’s needed to create the next generation of creative thinker.
Anders, You’re back at Cannes. How do you think the industry has changed over the last 12 months?
A year ago, it was still okay for advertising people — especially if you were over 40 — to simply state “I don’t like Facebook and I hate Twitter” as a reason not to get involved with and understand social media. I think we’ve reached the tipping point where that is now just considered unprofessional. It’s relevant to question digital development and how it changes us, but not out of ignorance, laziness or nostalgia. Like with everything, you just need to know what you’re talking about.
Is there a particular piece of work that reflects how the business is evolving?
Everything that turns brands into social tools that play a relevant role in people’s lives is the way forward. We’re obviously not quite there yet though. “Useful is the new cool” is a pretty old mantra by now, but it still seems surprisingly hard to accomplish.
You’re giving a workshop that will focus on best practices for the next 15 years of advertising. Why do you think it’s the right time to do this? What will people get out of attending it?
Brands require agencies to work with increasing speed and with ever-tightening budgets. To improve upon speed between partners requires trust and, often, that doesn’t quite exist. Our workshop will show how to set up processes to foster trust and build creative outputs in a high-speed collaborative setting — in the process, the participants will actually write a book together on the future of advertising. Whether you’re part of the work or receive the output, the book will show you how we can challenge our notions of the creative process and what speed and open source does to our ideas. We’ll probably also see that certain concepts need time to grow and be fine-tuned– something that is increasingly rare for most of us.
Connect with Anders at the workshop he will be leading at this year’s festival: