{"id":15702,"date":"2022-11-25T10:19:45","date_gmt":"2022-11-25T10:19:45","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15702"},"modified":"2022-11-25T10:19:45","modified_gmt":"2022-11-25T10:19:45","slug":"ipa-secures-snapchat-tie-up-to-accelerate-opportunity-of-a-career-in-advertising-for-young-people","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/nov\/ipa-secures-snapchat-tie-up-to-accelerate-opportunity-of-a-career-in-advertising-for-young-people","title":{"rendered":"IPA secures Snapchat tie-up to accelerate opportunity of a career in advertising for young people"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z2obFG9 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><strong>IPA President Julian Douglas<\/strong> is today launching a competition for all teens taking part in the industry\u2019s nationwide careers open day <strong>Advertising Unlocked<\/strong>, to create a real-world ad campaign that will roll out on <strong>Snapchat<\/strong> early next year.<\/p>\n<p>The competition embodies and expands upon the aim of the Advertising Unlocked initiative, founded by Douglas in 2017, to ignite awareness and passion for a potential career within the world of advertising. While open to all, it focuses efforts on young people at school and college. Concurrently, the initiative provides agencies with an audience of fresh and diverse talent. This year, Advertising Unlocked will see 2000 state school children aged 13 to 18 years old attending 75 agencies throughout this month (November).<\/p>\n<p>The brief for the competition is for the ad industry to tackle the environmental issue of litter dropping in the UK which is on the rise post lockdown and ties into Douglas\u2019 IPA presidential THINK 10X agenda to demonstrate the power of advertising and creative solutions to help solve society\u2019s problems, The winning work will be chosen by a panel of industry experts and will roll out on Snapchat in 2023 thanks to the platform providing free media space on their platform to support this 10X anti-littering initiative.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Says <strong>Julian Douglas<\/strong>, \u201cThanks to this incredible opportunity from Snapchat, we will be able to further spark these school children\u2019s creativity and hopefully enthusiasm for a future career in our business, whilst simultaneously helping to solve a societal problem. This is more than just an exercise, the kids will be able to work on a real-life brief, tackling a real-world problem, and will see it rolled out in real-life across a dynamic platform. Given Snap\u2019s core 13-18-year-old user base, they make the ideal media partner for this project. I commend all those agencies opening their doors to school children as part of Advertising Unlocked and send my best of luck to all the children taking part in this competition.\u201d<\/p>\n<p>Says <strong>Ed Couchman, UK General Manager for Snap Inc<\/strong>, \u201cDigital technology, especially Augmented Reality, have huge potential to help both tackle and raise awareness for important societal issues. It\u2019s a pleasure to partner with the IPA to inspire the future minds of our industry. We can\u2019t wait to see the creativity from the next generation of advertising talent and see the winning campaign come to life for the Snapchat community.\u201d<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","categories":[191],"class_list":["post-15702","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":15706,"id":15706,"title":"Advertising Unlocked Header Image","filename":"Advertising-Unlocked-Header-Image.png","filesize":131143,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image.png","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/nov\/ipa-secures-snapchat-tie-up-to-accelerate-opportunity-of-a-career-in-advertising-for-young-people\/attachment\/advertising-unlocked-header-image","alt":"","author":"61","description":"","caption":"","name":"advertising-unlocked-header-image","status":"inherit","uploaded_to":15702,"date":"2022-11-24 16:53:12","modified":"2022-11-24 16:53:12","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"IPA secures Snapchat tie-up to accelerate opportunity of a career in advertising for young people","meta-description":"New competition launches to 2,000 state school children as part of industry\u2019s nationwide careers open day initiative, Advertising Unlocked","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/11\/Advertising-Unlocked-Header-Image-1.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14840,"post_author":"57","post_date":"2022-05-11 12:29:22","post_date_gmt":"2022-05-11 11:29:22","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eVCCP\\u003c\\\/strong\\u003e are proud to have joined over 70 companies in pledging their commitment to \\u003cstrong\\u003ePitch Positive Pledge\\u003c\\\/strong\\u003e, a newly launched cross-industry pledge that aims to tackle systemic pitching behaviour and drive better outcomes across the industry for its people, the planet and profit.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe joint initiative established by the IPA and ISBA seeks to improve the behaviours of agencies and advertisers around pitching for the benefit of the industry people, the planet and profit. \\u003cstrong\\u003eSamsung, Boots, Virgin Media O2, Nationwide Building Society, Nestle\\u003c\\\/strong\\u003e, as well as \\u003cstrong\\u003ePWC, AAR, Wunderman Thompson, BBH\\u003c\\\/strong\\u003e among others\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, have also pledged their involvement.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith almost 40% of the industry workforce reporting feeling stressed and anxious in the last twelve months,\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e the Pledge, supported by \\u003cstrong\\u003eCampaign Against Living Miserably (CALM)\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eNabs\\u003c\\\/strong\\u003e, brings together the two trade associations, their members, procurement professionals and intermediaries, to focus on making the pitching process more intentional, accountable and responsible for both advertisers and agencies. In doing so, it aims to drive better outcomes including more transparency and better mental wellbeing, resulting in better quality work, fewer costs and less wastage.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSpeaking of the Pledge, the\\u003c\\\/span\\u003e\\u003cb\\u003e IPA President and our Vice Chairman \\u0026amp; International CEO, Julian Douglas (aka Dougie) \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \\u201cOne of the very few positives that the coronavirus has delivered is an inflection point, a discontinuous moment to change things, and an opportunity to tackle the long standing challenges facing our industry.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cOne of those challenges has been pitching, of which the negative impacts are so high. As we have seen from the latest industry figures, mental health issues have increased significantly among industry members. Now is the time to change and the feedback we\\u2019ve received is that people feel like they can. This change won\\u2019t happen unless we all play our part, which is why I\\u2019m delighted to have such support and collaboration from the outset.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cThe Pitch Positive Pledge isn\\u2019t a marketing tool. It is a call for a change in behaviour across the industry. By signing up to the Pledge, agencies and clients are making a clear commitment to the positive mental health of their people. In tandem, we hope it will lead to better wealth for their businesses by cutting down on unnecessary waste, in terms of resources, time and energy. This is our chance to really make a difference for the benefit of our current industry employees and for future generations for whom we hope conditions will be fairer and even more enjoyable.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHistorically pitch guides have focused on the process and \\u2018how to\\u2019 of pitching and have lacked the consideration of both human and environmental costs. This initiative seeks to address the systemic pitching behaviours, providing a new perspective.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eThe Pledge\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe full pledge can be found on www.pitchpositivepledge.co.uk and details the core commitments agencies and clients must adhere to and outlines the various considerations they must take into account during the three stages of the pitch process \\u2013 before, during and after. In summary, these comprise:\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli\\u003e\\u003cb\\u003e Be positive a pitch is required (before a pitch)\\u003c\\\/b\\u003e\\u003c\\\/li\\u003e\\n\\u003c\\\/ul\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe advertiser will be positive a pitch is necessary and will provide a written statement clearly setting out why.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cul\\u003e\\n\\u003cli\\u003e\\u003cb\\u003e Run a positive pitch (during a pitch)\\u003c\\\/b\\u003e\\u003c\\\/li\\u003e\\n\\u003c\\\/ul\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe advertiser will consider the implications of the requirements it asks the agency to fulfil during the pitch. Meanwhile, the agency will consider both the interest of their client and the wellbeing of their people throughout the process.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli\\u003e\\u003cb\\u003e Provide a positive resolution (after a pitch)\\u003c\\\/b\\u003e\\u003c\\\/li\\u003e\\n\\u003c\\\/ul\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWin or lose, the advertiser will inform the agency of the pitch outcome directly and provide feedback on their performance. Meanwhile for agencies, win or lose, they will accept the client\\u2019s decision and provide feedback on how well their team handled the pitch and adhered to the Pledge.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo help ensure its long-term success for the industry, the initiative has received strategic input from a number of leading agencies, including VCCP, Wunderman Thompson, Mother and others. In addition, and in light of the Pledge\\u2019s commitment to improving the mental health of the industry\\u2019s workforce, the IPA and ISBA worked hand in hand with Campaign Against Living Miserably (CALM) and with the support of NABS.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCreating long-term behaviour change\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo measure the impact of the Pitch Positive Pledge, the IPA and ISBA will be commissioning an industry survey of agencies and clients to benchmark current pitching activity with questions addressing the areas of mental health, wastage, costs and effectiveness, which will be run again in a year\\u2019s time to chart progress.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe initiative will report on completed pitches to showcase best practice, and client and agency commitment to the Pledge will also be incorporated into ongoing industry trade press reports.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePitch Positive Pledge will be regularly reviewed by the IPA and ISBA and a progress update will be provided at the flagship cross-industry RENEW event in January 2023.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAndrew Lowdon, Director of Agency Services, ISBA\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said of the pledge, \\u201cSigning up to this Pledge provides clients, intermediaries, and agencies the opportunity to look afresh at their pitching behaviour. There were examples of poor pitching behaviours before the pandemic, but Covid has changed the way we all work. There is a lot of good practice deployed but maintaining and spreading it further is required as we seek to value individuals\\u2019 wellbeing, and recognise the importance of good mental health. The Pitch Positive Pledge doesn\\u2019t seek to change the process by which pitches are run, it seeks to make the process more intentional and operate with greater consistency through better planning, preparation, and project management. There is nothing new or onerous in the pledge, just the behaviours employed throughout making a difference. It\\u2019s about seeking advertisers and agencies alike to remind themselves or learn what good pitching should look like. For a multitude of reasons, there may be some who perhaps may not have lived up to these expectations previously, but now can refocus using this industry Pledge.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Za98RY\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Za98RY\"} \/-->","post_title":"VCCP joins Pitch Positive Pledge","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-joins-pitch-positive-pledge","to_ping":"","pinged":"","post_modified":"2022-05-11 12:29:22","post_modified_gmt":"2022-05-11 11:29:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14840","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14487,"post_author":"57","post_date":"2022-01-17 10:26:54","post_date_gmt":"2022-01-17 10:26:54","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cem\\u003e\\u003cb\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFrom embracing gaming technologies, to pitching positively, to addressing the talent crisis and more, IPA President Julian Douglas updated the industry on his plans for the agency business in 2022, while highlighting the progress the industry has made so far against his core presidential 10x: Accelerate Opportunity agenda to turboboost the industry.\\u003c\\\/span\\u003e\\u003c\\\/b\\u003e\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eEmbracing the metaverse\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022https:\\\/\\\/email-ipa.co.uk\\\/t\\\/4HV2-18C01-2HPL1Z-12F7OE-1\\\/c.aspx\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDelivering his New Year address\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0from\\u003c\\\/span\\u003e\\u003cb\\u003e\\u00a0\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGarden Studios in London, where virtual production companies, like Quite Brilliant, are transforming how we make content, President Douglas reasserted one of his core Tech 10x agenda points to \\u2018embrace new technologies and shift gaming and AR\\\/VR from the periphery to the mainstream of advertising.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis year, the industry has made great strides with some fantastic examples including, The O2 in Fortnite, Fashion Awards in Roblox and Adidas NFTs, but this could be just the start, explained Douglas.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cThese gaming technologies have already transformed the film world and the potential for advertising is huge. At the press of a button they can turn day to night and back again, transport me to multiple locations with no flights, no visas, no PCR tests required. This virtual production approach is opening up a whole new world of opportunities and crucially, significantly reducing travel - the single biggest contributor to our carbon impact.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo help agencies explore and understand the metaverse further in 2022, the IPA will be hosting a virtual conference on immersive gaming with SF Big, San Francisco\\u2019s digital marketing association. Back in the UK, in the spring the IPA will also be piloting an interactive workshop with Collective and Unreal, where member agencies can explore the gaming engine and its creative potential.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCollaborating to deploy our skills for the greater good\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of his Think x10 agenda, Douglas has been developing a\\u00a0series of moonshot initiatives to use the industry\\u2019s collective powers of insight and creativity to tackle society\\u2019s biggest problems.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis year, Douglas highlighted, has seen the industry rally behind an initiative that looks to tackle the recruitment crisis in the hospitality industry which is currently reporting over 200,000 unfilled vacancies. It has already raised half a million pounds from industry operators and suppliers and is in final talks to becoming recognised as the preferred recruitment partner for the Hospitality and Tourism Skills Board, which will unlock further funding.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn addition to progressing this core project, for 2022 moonshot projects, Douglas will be urging the industry to use it\\u2019s \\u2018creative\\u2019 clout\\u2019 to change attitudes and behaviour towards the roadside littering. He will also be exploring how the agency business might mount a campaign to reduce the talent crisis; a campaign that advertises the profession of advertising, calling on brands and agencies to come together and work for the collective good.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eStrengthening our core skills and working practices\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCloser to home, and despite a further year of pandemic-induced uncertainty, the IPA President was also keen to celebrate the great strides the industry business has taken over the past year to further elevate its health, wealth and success.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHighlights include 800 people completing the newly launched IPA Diversity and Inclusivity qualification; a tenfold increase in the number of people completing the IPA Excellence Diploma in Business, delivered by LSE; 19 agencies being awarded the brand new IPA Effectiveness Accreditation for their strong effectiveness cultures; and the launch of the pioneering AdNetZero Certificate, designed to help us all play our part in addressing the climate crisis.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLooking forward to 2022, Dougie announced one of the initiatives to be launched at the joint industry RENEW conference on 27 January: the\\u00a0Pitch Positive Pledge -a collaboration between ISBA and IPA to improve the current pitch system (full details to be published on 27 January).\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther IPA initiatives he highlighted include the iList 2022 that celebrates the real heroes of inclusion at all levels across our industry, as well as: the IPA Effectiveness Awards. In line with his agenda, the President\\u2019s Prize will be awarded to the entry which best demonstrates an innovative marketing approach that accelerates significant behaviour change.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSays Dougie:\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u201cI built my Presidency on seizing these abnormal times, this discontinuous moment, to tackle some of the long-standing issues we face as an industry and society. UK advertising showed remarkable strength and adaptability in 2021 and I hope these upcoming initiatives give the business lots to think about and opportunities to seize as we advance through this era of predictable unpredictability.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cb\\u003eWatch his \\u003ca href=\\u0022_wp_link_placeholder\\u0022 data-wplink-edit=\\u0022true\\u0022\\u003efull speech\\u003c\\\/a\\u003e, delivered from the metaverse.\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1tpHe0\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1tpHe0\"} \/-->","post_title":"IPA President Douglas speech on a better, meta 2022","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ipa-president-douglas-speech-on-a-better-meta-2022","to_ping":"","pinged":"","post_modified":"2022-01-17 10:26:54","post_modified_gmt":"2022-01-17 10:26:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14487","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15564,"post_author":"61","post_date":"2022-10-25 10:45:29","post_date_gmt":"2022-10-25 09:45:29","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eWith the hospitality sector experiencing a chronic labour and skills shortage, the brightest and the best from across the advertising industry have been brought together to create the UK\u2019s biggest advertising recruitment campaign and save the nation\u2019s hotels, pubs, bars and restaurants. Working with Hospitality Rising, a collaborative movement within the hospitality industry, the crack team has been assembled by Julian Douglas as part of his IPA Presidential 10X THINK Agenda with the ambition of doubling the amount of people considering a job in the sector.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAccording to UK Hospitality data, the sector is experiencing chronic worker shortages with over 400,000 hospitality vacancies. Coupled with this, research from KAM and Hospitality Rising has revealed that only one in five (21%) UK workers think hospitality is an appealing industry to work in, and hospitality has been increasingly viewed as a vocation with short term career progression as opposed to offering valuable long-term skills. An opinion that has only been exacerbated by the Pandemic.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe crack team consists of strategy delivered by Matt Waksman from Ogilvy who is famed for his IPA Grand Prix winning recruitment work for the British Army, creative direction from Creative and Innovation agency Forever Beta, and account handling and project management delivered by VCCP London.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe campaign aims to reframe the sector by showing its target audience of younger workers that a career in hospitality is anything but boring. Instead, the campaign positions it as an exhilarating career path that is fun, energetic, that is all about collaboration and teamwork, their mission is to encourage people to \u201cRise Fast. Work Young.\u201d One that keeps people young at heart, and that gives them the freedom to break from a 9-5 job, as well as the ability to reach a higher position faster than an office job.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eBringing this to life, the creative features animated hospitality workers: a chef, waiting staff, barista, mixologist, room attendant and member of management highlighted on colourful backgrounds in the midst of their trade, such as pouring a drink, on the way to make an artisan coffee and holding a notepad ready to take an order. With slogans such as, \u2018Sounds like some fun shift\u2019, \u2018Don\u2019t grow old for a living,\u2019 and \u2018Work on the frontline of fun\u2019. Showing that working in the industry is not only for the younger generation but keeps people young at heart, having the freedom to break from a 9-5 job as well as the ability to reach a higher position faster than an office job.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eMark McCulloch, Founder of Hospitality Rising, said: \\u003c\/strong\\u003e\u201cThe pandemic has hit many industries particularly hard, and young people have also felt the effects. They are desperate to socialise and look towards the future. Hospitality is a great industry where people can come together. This campaign breaks the perception that hospitality is a stop gap and shows all the opportunities and career growth that can be possible. Partnering with such a star studded agency list has given us the ability to communicate on a large scale how rewarding it can be to be part of something collaborative and bigger than yourself.\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eJulian Douglas, IPA President and International CEO of VCCP, added:\\u003c\/strong\\u003e \u201cAs part of my IPA presidential agenda, my Think 10X initiative sets out to show the world what advertising\u2019s brightest thinkers are capable of through creativity, ideas and their skills in engagement and persuasion. I am therefore delighted to have teamed up with Hospitality Rising to enable our expertise to be put to such vital use to save our hotels, pubs and restaurants by creating a recruitment campaign to reframe and rejuvenate the sector before it\u2019s too late.\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003ePaulo Areas, Creative Chief Officer at Forever Beta, noted: \\u003c\/strong\\u003e\u201cHospitality is an exciting and unpredictable career. It offers flexibility, freedom and fast-paced career progression but mostly, it is not boring like sitting on a desk from 9 to 5, and that is the most appealing argument to enlist young people. Our campaign highlights the fun aspect of this friendship economy, and how it develops youngsters' people skills. We have delivered a fresh and colourful visual code that is not like any other recruitment campaign and that pushes back on the negative and focuses on the aspirational and positive aspect of working in hospitality. At the end, we want people to feel proud of working here.\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe campaign launches on October running across digital, cinema, OOH, Instagram and TikTok that will be handled by Antler, with Smithfield handling outdoor and other digital.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eTo continue to fund the recruitment campaign, the initiative is seeking a pledge of \u00a310 per employee. Find out more on the \\u003ca href=\\u0022https:\/\/hospitalityrising.org\/\\u0022\\u003eHospitality Rising website\\u003c\/a\\u003e.\\u003c\/p\\u003e\",\"blockId\":\"hLB9j\",\"blockUniqueClass\":\"lazyblock-text-full-width-hLB9j\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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