What is an “agency”?
A collection of people who work
with clients, usually to promote a
product or service through
communications.
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Insights & Planning
Media & Connections
Analytics
Visual and interaction design
Writing
Technology
Digital (production) studio
Client services
Platforms
Campaigns
Digital advertising
Brand development
Relationships/connections
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What is “integrated”?
That collection of people have
different specialist skills which
they use collectively to make
“things” that sit
wherever relevant in the world.
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More on “integrated”.
The word “integrated”
automatically suggests there is
some sort of divide or divisions.
Agencies sell specialisms. That
means some are selective about
the work they could do.
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Specialisms
(A popular sample)
Branding
Advertising
Direct marketing
Public relations
Search engine optimisation
Web design
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“Integration”
is being able to do
just about everything.
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“Integration”
is also about understanding
the modern world.
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“Digital”
vs
“Non-digital”
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“Digital”
vs
“Non-digital”
BULLSHIT
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“Digital”
vs
“The real world”
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“Digital”
vs
“The real world”
BULLSHIT
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Digital
is part of
the modern world
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The modern world is
complex
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Ergo the real world is
complex?
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Why should the
world
be complex?
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Take the
complex
and make it
simple
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Make things that have
a reason to exist
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No reason to exist?
Who will
engage?
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My role
Interactive
creative
director
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My role
I am focused on thinking up
and making things
that people interact with.
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My role
I want to understand people
and what they want -
and give them something
they find engaging, simple,
and even elegant.
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My role
I am concerned with anything
and everything that elevates
where I work and its output -
and that includes the people.
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My role
Vision, strategy,
people, and projects.
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That is my job.
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Act 2.
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How did I
get started?
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1998
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Leaving uni.
What can I do?
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NO IDEA.
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“What the fuck
will reading
philosophy and
literature get
you in life?”
My dad, 1996
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Going to
university was
“a time
for discovery”.
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The Internet.
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No content
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IMDB.
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Geocities.
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No content
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HTML.
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FTP.
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16 years ago.
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NO IDEA.
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April 1998
Job advert
sportinglife.com
Junior developer
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HTML + FTP + Geocities =
Job win!
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1. Hack / innovate
2. Knew my strengths
3. Could show my work
4. Enthusiastic - about job
5. Enthusiastic - about sport
6. Enthusiastic - about life
7. Genuine
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Act 3.
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What are you
good at?
Even if it is one thing.
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How do you know
you are “good”?
Who says? Compared to
who? Your mates? Your
class? People your age? The
world?
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And can you
demonstrate it?
Experience. Your stuff out
there. Cargo. Github.
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What are the
things you could
be be better at,
become good at?
Know where you want to go.
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Act 4.
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Meet and talk to
other people.
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Try and get some
time in a business
you like the look of.
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Mingle.
Hustle.
Discuss thoughts.
Share ideas.
Socialise.
Get involved!
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Leeds holds a great
number of events,
some are free, many
are top drawer.
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Leeds Met Rose Bowl.
LsX. Forefront Leeds.
Creative Networks.
NUX. LeedsPHP.
Leeds Data Thing.
DigitaLeeds.