menu

Advertising School Exec On Training The New Creative [Cannes]

Advertising School Exec On Training The New Creative [Cannes]
Advertising

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.

Carib Guerra
  • 23 june 2012

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.

Thanks Anders!

Connect with Anders at the workshop he will be leading at this year’s festival:

Workshop: Writing the Book on the Future of Advertising. Literally.

Cannes Lions International Festival of Creativity

Trending

Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

Health
Travel Today

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities

Design & Architecture Today

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Trending

Get PSFK's Related Report: Future of Automotive

See All
Sustainability Today

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry

Experiential Marketing Today

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

Related Expert

Colin Nagy

Marketing and Advertising

Syndicated Today

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Technology Today

The PSFK Holiday Gift Guide 2016

Based on a year of research by PSFK Labs, we curated a list of innovative and unique holiday gifts

Food Today

Minute Maid Opens A Store That Sells Nothing

The beverage company opened a pop-up shop that encourages customers to write letters to their parents instead of buying a gift

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Today

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Entertainment Today

Samsung And Viceland Partner For A Virtual Reality Documentary On The Syrian War

The White Helmets film uses VR to immerse viewers in the everyday conditions of the war-torn country

Design & Architecture Today

These Designs Bring Modern Architecture To The Humble Birdhouse

Artist Douglas Barnhard has imagined a series of designs emulating the work of architects such as Frank Lloyd Wright and Joseph Eichler

Mobile Today

Nine Technologies To Invest In When It Comes To Retail [Future Of Retail]

Retailers are leveraging assistive technology to help employees in their daily tasks and customers on the sales floor

Travel Today

Acura Cockpit Envisions The Future Of Autonomous Travel

The car brand has built a proof that offers a sneak peek of the self-driving vehicle experience

Retail Today

How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support

Retailers are leveraging advanced technology to relieve associates from mundane tasks, while better assisting customers

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Cities Today

NYC Map Calculates Economic Benefits Of Every Tree

TreesCount! maps all the greenery in the five boroughs and even figures out how much money it saves the city

Design Today

Create A Perfectly Tailored Shirt Using Just Your Phone

UKYS has created an application to get accurate measurements of buyers through a few simple pictures for custom shirts

Technology Today

Tiny Home Robot Turns Switches On And Off

The miniature device attaches to the side of an appliance or switch to enable remote control through a person's phone

No search results found.