Posted: 9th February, 2012. Topics:
By Emma Taylor and Jay Solanki, Credos
Earlier this week, Credos led a presentation and workshop about research as part of an initiative to introduce young people from diverse backgrounds to careers in the Creative Industries. The programme sees students develop knowledge and skills in the context of Advertising and Digital Media, promoting the range of job roles within the sector and building core skills such as project management, team leadership and communication.
In association with The Ideas Foundation and Ogilvy, students from Ravensbourne College took part in an hour-long workshop with Emma Taylor and Jay Solanki, exploring how they might conduct research for a live brief involving healthy-living. The session included an interactive presentation outlining the role of research and ways of conducting it, with students splitting into small groups and feeding back to the group afterwards.
Emma and Jay led discussions about topics including demographics and methodologies, inviting students to think about what they needed to research and how they should go about doing it. The workshop ended with students taking away ideas about how to research their brief effectively, and having learnt about the important role research plays in advertising.
Recognising young talent in the Creative Industries has been high on advertising’s agenda over the past few months, with Campaign’s War of the Words back in December celebrating the talent of under-30s in the industry, the launch in March of the Google-funded advertising grad scheme, and the introduction of the IPA’s new Young Talent Award in their ‘Best of Health Awards‘ 2012. Credos, too, is contributing to this agenda – not only in our work with the Ideas Foundation, but also more widely: we’re currently one of five finalists nominated for NCWE’s Graduate Internship of the Year Award. It seems that celebrating young talent is becoming increasingly important for the ad industry – and it’s a trend that we at Credos are proud to be a part of.
