GET SET TO BE STUNNED - The Drum

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4 MINUTE WARNING 5TH DECEMBER 2012•LONDON WWW.4MINUTEWARNING.COM MEET THE VISIONARY THINKERS WHO WILL GUIDE YOU INTO THE FUTURE Mr Paul Berney Chief Marketing Offi cer & MD EMEA branch of the Mobile Marketing Association Dave Birss Talker, Writer & Doer GetAdditive.com Ian Cartwright Director and Co-Founder elevenfi ftyfi ve Nick Constantinou CEO Collective London Justin Cooke Chair BIMA TED, PHOTO BY JAMES DUNCAN DAVIDSON Matt Mills Head of Global Partnerships Aurasma Nick Morris Founder Canvas8 Dr Mirco Musolesi Senior Lecturer University of Birmingham - School of Computer Science Hamish Nicklin Head of Creative Agency Partnerships Google Matthew Plummer-Fernandez Creative Technologist Goldsmiths University of London Ken Robertson Head of Mischief Paddy Power Melissa Sterry Director/Head of Technology Earth 2 Hub Rory Sutherland Vice Chairman Ogilvy Group UK ORGANISED BY: Jerome Wouters Senior Product Innovation Manager Samsung ONLY ONE THING IS CERTAIN this is the climate of digital revolution. Before you know it every industry will be transformed; no one is immune. Some regard this as disruption. Others see it as an opportunity to rethink, redefine and re-launch. This one day summit will give you an opportunity to step out of the day to day and really assess the opportunities this new world presents for your industry. It is not just another digital event. This event is for business thinkers, shapers and doers who are involved in understanding, creating, planning and implementing business tactics and are willing to look at diverse ways of doing so. BOOK YOUR PLACE NOW AND SAVE £100 BEFORE THE 26TH OCTOBER WWW.4MINUTEWARNING.COM
THE DRUM OCT.12.12 www.thedrum.com LEADER05 contributors this issue jason stone, editor, david reviews speaks to Thinkbox CEO Tess Alps about her desert island clips, and the role TV plays in the future of advertising melina jacovou, ceo, propel london catches up with Emma Wilson, MD, Harvest Digital, in the latest in our series profiling influential digital women tony walford, partner, green square writes on what to expect next in the world of mergers and acquisitions andrew boulton, copywriter, together agency takes the last word this issue, looking at whether swearing has legitimacy in copywriting sean hargrave, freelance journalist brings some insights from Mobile Marketing Live for this issue’s agenda section stephen lepitak, news editor stephen.lepitak@thedrum.com thomas o’neill, assistant editor thomas@thedrum.com cameron clarke, opinion editor cameron.clarke@thedrum.com katie mcquater, staff writer katie.mcquater@thedrum.com nurturing the next digital generation D -Day coincided with the deadline of this issue of The Drum. But forget deadlines or World War II heroics, in this instance the D stood for Digital. It was the name given to a British Interactive Media Association initiative that targeted secondary schools. Its aim was to give school kids a chance to find out about the UK’s digital industry, gain insights into the sort of work its does and meet real tech companies. In the event, around 60 secondary schools were paired with digital agencies, in a process that was coordinated by Andrew Henning of Redweb, a key player in extending BIMA’s education agenda. The Drum was delighted to support the project as media sponsor, as we believe that, in terms of securing the long term health of the sector, no initiative is as important. The failure of education in terms of inspiring the next generation of tech entrepreneurs is well documented. But the real issue is that education, by its very nature, is a slow-moving, research based and conservative profession. It is as much about the teaching process as the educational product. When faced with a fast moving sector such as digital, it is woefully inadequate in terms of keeping pace with the changes – and even those in the sector can find staying up to date with the latest developments a challenge. It is quite right then that the industry itself should take responsibility to help tackle this issue. The schools have the infrastructure. What they sometimes lack is the cutting edge knowledge the industry itself can provide. D-Day saw the agencies explain to kids the sort of work they did, before inviting them to crack one of five briefs – dealing with design, mobile, coding, social and multimedia. But the importance of digital and tech, of course, goes well beyond the marketing industry. Over the next few years a series of once separate sectors – tech, media, music and retail, as well as marketing, for example – will converge into a form of dynamic soup. In other words, the digital economy will become the economy. I suspect that ensuring its up and coming generation is equipped to handle that challenge might become as important to the UK as the original D-Day. gillian west, reporter gillian.west@thedrum.com Gordon Young, Editor gordon.young@thedrum.com Publisher/Editor: Gordon Young Associate Editor: Richard Draycott Assistant Editor: Thomas O’Neill News Editor: Stephen Lepitak Opinion Editor: Cameron Clarke Staff Writer: Katie McQuater Reporters: Ishbel Macleod, Gillian West, Jen Faull Business Development Director: Liz Hamilton Business Development Manager: James McGowan Directory Sales: Victoria Swan Recruitment Sales: Tehmeena Latif Marketing & Subscriptions: Ayush Kejriwal Design & Production Director: Nick Creed Design/Production: Amanda Dewar, Dane Brown Events Director: Lynn Lester Events Manager: Katy Thomson Managing Director: Diane Young Head of London Operations: Andy Oakes Head Office: 4th Floor, Mercat Building, 26 Gallowgate, Glasgow G1 5AB Tel: 0141 552 5858 Fax: 0141 559 6050 Original Design: stand Printed by: Stephens & George Magazines THE DRUM is published by Carnyx Group Limited. The publishers, authors and printers cannot accept liability for any errors or omissions. Any transparencies or artwork will be accepted at owner’s risk. All rights reserved. On no account may any part of this publication be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher. © carnyx group limited 2012 ISSN 2046-0635
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