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PRESS RELEASE - PERSBERICHT

PRESS RELEASE in English


Discussieer mee over de toekomst van het creative agency

Amsterdam, 9 februari 2009

Op 19 februari organiseert de Club of Amsterdam weer een discussieavond in de reeks 'The Future of ...'. Dit keer staat de toekomst van het Creative Agency centraal. Onderwerpen als de relatie met de klant en de flexibilisering van de werknemers zullen door een aantal sprekers in het eerste deel vanuit verschillende gezichtpunten worden besproken. In het tweede deel wordt nadrukkelijk interactie gezocht met het publiek.
De discussieavond vindt plaats in platform 21 van 18.30 tot 21.15 uur. Internet agency Info.nl ondersteunt deze avond en is medesamensteller van het programma.

De Club of Amsterdam is een onafhankelijke internationaal georiënteerde denktank met als doel mensen bij elkaar te brengen om visies over een gewenste toekomst te delen. De Club of Amsterdam organiseert daartoe evenementen en seminars en publiceert bevindingen via verschillende media. Allemaal met het doel een katalysator te zijn voor innovatie in industrie, wetenschap en maatschappij.

Deze keer heeft de avond het thema 'Future of Creative Agencies'. Creativiteit is een belangrijk asset geworden in onze economie en de creatieve industrie krijgt dan ook veel aandacht van de politiek. Het Creative Agency wordt daarbij steeds breder, het is allang niet meer zo dat alleen traditionele designers de creatieven zijn. De aard van de creatieve bureaus verandert. In deze discussie zal de vraag centraal staan wat de toekomstige vorm van een creatief bureau is.
Wat maakt de eigenheid een creatief bureau. Vroeger waren de oprichters degene die de handtekening bepaalden, maar dat is allang niet meer zo. Hoe bewaak je het karakter van een bureau. Daarbij wordt steeds meer gebruik gemaakt van flexibele arbeidskrachten. Wanneer is een bureau geen bureau meer?

Een aantal sprekers zullen deze avond hun visie delen als input voor de discussie. Seth van der Meer, voorzitter van de Nederlandse Game Dagen en creative director van adviesbureau Sandfire modereert de avond.
Robert Marijnissen (CCAA) zal de context van de bureaus belichten; de stad als creative agent en platform voor het bureau.
Paul Hughes (Lava) zal ingaan op de veranderende houding van de designer die nodig is.
Jann de Waal (Info.nl) zal betogen dat in de nieuwe industrie creativiteit niet eindigt bij de designer, en soms zelfs niet begint.
Marlon Heckman (Plain) zal een nieuwe vorm van netwerk agencies in advertising presenteren.

Lees meer over het programma en de sprekers op de site van Club of Amsterdam.

the future of Creative Agencies

Thursday, February 19, 2009
Registration: 18:30-19:00, Conference: 19:00-21:15
Where: Platform 21, Prinses Irenestraat 19, 1077 WT Amsterdam [between WTC and RAI]
The conference language is English.
Supporter: Info.nl
http://www.clubofamsterdam.com/event.asp?contentid=787



The future of Creative Agencies

A dialogue organised by the Club of Amsterdam.

The world is changing. Some ask for change - some try to avoid it.
Media is obviously changing and so will creative agencies.

What is a creative agency? Creative agencies work in different fields: From architecture to advertisement, from film to web - all with the shared scope to use creativity to create business for clients.

A definition can be that a creative agency has to create formats, messages etc. that differ from established communication methods. The agencies use creativity to advise clients on how to reach their goals.

Creativity is a hot topic. Cities consider it essential to support creative industries because it stimulates the development of a city and attracts quality companies as well as people.

The first creative agencies were usually linked to a person, the one designer - the one name. Most agencies therefore worked along the vision of this individual designer(s).
Agencies however have grown over the last years and the founding fathers have left. You can see that more and more agencies are now built round shared values or concepts, rather than around a person. One of the questions is how this will evolve in the coming time.

Another question to address is the role of the client. Clients are becoming more and more professional, more and more creative functions will be part of the corporations itself. How do you connect as agency and how do you add value? Everyone is creative. Or not?
A step further will be the influence of crowdsourcing, what if creativity does not start with a vision of an entrepreneur or company, but with an individual? The co-creating agency, enabling customer advocacy, vendor relation management?

How is the agency organised? Is there a smaller basis in the agency that works more and more with a flexible workforce with specialists that work independently? At what stage is the agency no agency anymore? What is the balance between their own vision and the workforce? Do we move to bigger agencies - more full service or do we tend to smaller focussed agencies that work together in networks?

Is the agency more and more a producer of the products or only an advisor and project organisation. And what if it is producer, and even manufacturer?

5.8 million employees in Creative Industries accounted for a turnover in Europe of 654 billion Euros in 2003.

Our speakers are
Jann C. de Waal, Managing Director, Info.nl:
A new breed of creative agencies
Jann de Waal will look into the rise of new breed of creative agency where technology is part of the output and therefore part of the creative process. The most creative online products are not initiated within traditional creative agencies.

Paul Hughes, Strategic Director and Partner, Lava graphic studios, Coach to the Creative Class
Design for change
The future of the creative agency is to be just that, creative. Yet when one analyses the outputs of most agencies the work often is only creative at the beginning of the process and then it becomes focused on consistency. Now indeed consistency is needed to build brand recognition however a brand can only be kept alive through change. Creatives must work to manage this paradox of creating consistency AND change. In a world that will become every more connected and diverse it is only this balance that will achieve success. We must design for change.

Robert Marijnissen, Programme Manager, Creative Cities Amsterdam Area (CCAA)
The City as a Creative Agent

Marlon Heckman, Founder Plain
Marlon Heckman presents new forms of network agencies in the advertising industry.

Moderated by Seth van der Meer, Creative Director, Sandfire b.v., Chairman, NLGD Festival of Games


the future of Creative Agencies

Thursday, February 19, 2009
Registration: 18:30-19:00, Conference: 19:00-21:15
Where: Platform 21, Prinses Irenestraat 19, 1077 WT Amsterdam [between WTC and RAI]
The conference language is English.
Supporter: Info.nl
http://www.clubofamsterdam.com/event.asp?contentid=787




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The Club of Amsterdam is an independent, international, future-oriented think tank involved in channelling preferred futures. It involves those who dare to think out of the box and those who don't just talk about the future but actively participate in shaping outcomes.

We organize events, seminars and summits on relevant issues and publish findings & proceedings through various off-line and online media channels. Our goal is to become a global player and catalyst for innovation in industries, science and society.

The Club of Amsterdam is a not-for-profit foundation registered in The Netherlands.

http://www.clubofamsterdam.com

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