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Close-Up: What did adland learn on its school trip to California?
An IPA delegation visited Silicon Valley and Hollywood for creative inspiration. Did some of the magic rub off? Jason Goodman reports.
When Nicola Mendelsohn announced in her inaugural speech as the IPA president that, to help drive her agenda of 'better connections, fresh talent and better skills', she was to lead a trip out to the West Coast of the USA to meet with senior players in Silicon Valley and Hollywood, she had my full attention. I thought it was a seriously clever idea.
I hustled my place on to the trip as fast as I could and, a few months later, I found myself in the basement of a pretty basic hotel in San Francisco, with an elite group of crack advertising troops from 23red, Addiction, BJL, Euro RSCG, Initiative, Karmarama, Kitcatt Nohr Digitas, Leo Burnett, M&C Saatchi, MBA, MyAgency and SapientNitro. …
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