Who Grows the Growers?
There are industries where growth is a matter of life and death. Where it is measured, moment-by-moment, like yards to the goal. Places where people’s jobs and whole companies depend on it for sustenance and survival.
Welcome to advertising - where agencies are hired because they can produce growth and fired when they don’t. Agencies are even dismissed- when and if an advertiser, finds another group they can deliver faster, bigger or more enduring growth. An agency winning a new client can mean hundreds of new hires. Equally, a loss can evaporate the same.
In advertising everyone’s creativity is directed to ‘Growth’. Its minions of creative include-art, copy, planners, account managers and media buyers. All these people know creativity is the heart of growth- emotional impact, communication and craft- and great advertising.
Each year, the Awards shows recognize these prodigious achievement and the talents responsible, so that all can find them. Even the biggest networks like WPP and Omnicom vie for awards that say, we are Winners, worthy of being awarded your account.
And yet, in this growth obsessed industry who is growing the growers?
Years ago, before the agency business model was under attack and agencies were flush with cash, the better agencies had training programs for ‘young creatives’. A few still do, though they are ghosts of their former selves.
An unlikely group saw this gap as a fissure striking at the heart of all that makes growth possible- creativity, experience, wisdom and willingness to share. Welcome to LIA’s extraordinary and underground Young Masters event, 60 of the world’s Hottest Young Creatives chosen by some of the Industry’s established ‘Masters’. Men and women who lead the world’s most prominent and awarded agencies.
For one week in October, these ‘Young Masters’ are treated to a week of hands on learning, sharing and growth lessons that are in effect Creative Conversations-experiences that lead to important relationships where all join a global creative community committed to the practice and evolution of this exceptional craft- How to Grow your product, your brand, your company.
What’s more, these ‘Young Masters’ have an array of ideas and previously unavailable tools at their ready.
Last week they were engaged by “Shark-Tank’s” Daymond John, the uber-successful, notoriously honest, self-deprecating and invariably entertaining though powerful lessons in business growth for an age driven by networked entertainment. A few of industry’s leading change agents also presented, including – John Merrifield of Google Asia, Mark Tutssel of Leo Burnett, Amir Kassaei of DDB, Scott Elias formerly of Elias Arts- Music Taught me Marketing, etc, etc, etc….
So who run’s this exceptional event? LIA is the brainchild of founder/owner Barbara Levy, a self-made millionaire, unabashed iconoclast and irreverent business whiz and her merry band of caring, committed, hard-working, ‘good’ people. Yes, good people.
In an era when most Award events have become schmooze fests, for agencies and clients to meet outside the office, there’s something real, powerful and important happening in the Nevada desert where ‘hitting it big’, just may mean a trip to the LIA Awards show as a judge, jury president or, if you’re really fortunate, and very talented, you may just snag a place as a ‘Young Master’.
Good luck! In case you were wondering about today’s Mad Men and women, now you know, who’s Growing the Growers.