ICA: IDEA Lounge 2019 - Recap

On Thursday, October 24th - Institute of Communications Agencies (ICA) hosted their 2019 IDEA Lounge event at The Globe and Mail office in Toronto; an intimate, agile, one-day conference for brand marketers and advertising agencies.

IDEA gathers thought-leaders, industry professionals, and authors from around the world to explore the intersection between creativity, innovation, and diversity. IDEA showcases how diversity in teams & inclusivity in the workplaces helps brands and agencies build environments that effectively solve today’s business challenges.

Some of the topics that were discussed:

• Cannes Considered
• Brand Bravery
• State of Creativity
• IDEA in Production

Keynote speakers included:

• Patrick Collister, Founder of Creative Matters
• Monica Bialobrzeski, Creative Lead at The Globe and Mail
• Danny Robinson, Chief Client Officer at The Martin Agency
• Anthony Jiwa, Head of Marketing at OUTtv
• Chris Bergeron, VP, Content Experience at Cossette
• Sandra Hawken, President of Holland Bloorview Kids Rehabilitation Hospital

Cannes Considered w/ Patrick Collister

Cannes Lions 2019 was one of the most contradictory festivals ever. Many commentators have written that it was the year that saw the resurgence of creativity yet there were fewer talks and seminars about creativity than ever before.

Patrick Collister, an agency veteran and ex-Google creative thinker had broken down the evolution and often times irony of Cannes by sharing his personal insights into which awards had won, didn't, and the ideation of what should drive judges and juries to select winning campaigns - simply based on Brand Purpose. Patrick's perspective on purpose is quite simple. By simply asking agencies and brand marketers; what purpose does this campaign serve our mission, our consumers (journey), and what we believe is right - can exemplify brand authenticity in its truest form.

State of Creativity w/ Monica Bialobrzeski

The ability to create impactful campaigns is essential for marketers charged with engaging customers and driving business results. Monica Bialobrzeski is the Creative Lead of the Globe Content Studio at The Globe and Mail, who revealed and contextualized nine of the key trends that she believes represents today's state of creativity, and what we as brand marketers and agencies can do to leverage these emerging opportunities.

The nine key trends that were discussed were:

1. Collaborative creativity

2. Brand activism

3. Diversity behind the scenes

4. Mixed reality

5. Trust, ethics & transparency

6. The end of social

Diversity in Production

Danny Robinson, Chief Client Officer of The Martin Agency moderated a discussion with Director of Production, Neal Owusu and Integrated Producer, Raj Dhillon to explore the state of representation and accessibility in the world of directing and production in Canada’s commercial film industry.

Having minimal of experience in this space, it was incredibly interesting to hear the challenges around diversity and inclusion in the field of production - which do not stray too far from the challenges we face as a whole industry, but seems to have a stronger impact on the younger, ethnic population . Danny was fantastic at taking personal experiences, making them relatable to others, and offering a safe forum for discussion.

Moving Beyond Rainbow Washing w/ Anthony Jiwa

The LGBTQ+ market has been valued at over $3.7 trillion, with brands worldwide eager to reach the community. Simply adding a rainbow and Pride-related hashtag to creative once a year is now more likely to be met with indifference or worse, backlash. Does this make building consumer loyalty and engaging authentically with the LGBTQ+ community elusive?

Anthony Jiwa, Chief Marketing Officer of OUTtv discussed how brands should think beyond the Rainbow and build a meaningful commitment to the LGBTQ+ community. Anthony provided examples of how advertisers are leveraging and monetizing on a moment that is often misunderstood - or misrepresented.

The LGBTQ+ community are watching and listening, and they aren't happy. A strong call to brands engaging with the LGBTQ+, to better understand these communities, to do more purposeful and authentic work - all year round, oppose to 1 day a month.

Losing My Privilege w/ Chris Bergeron

For nearly 40 years Chris Bergeron led the life of a straight male leader. She enjoyed some success: ran a magazine, worked as a Creative Director, won some awards. The typical life of a white male creative. Then she came out as transgender and began living her life as her true self. This talk will explore how being suddenly thrust into the realities of life as a member of a visible and sexual minority has affected her vision of the workplace and fundamentally transformed her views on creativity and leadership.

Below are the 5 ways to think like a trans-creative:

1. Self-expression

2. Sharing a moment / creating connections

3. Sparking conversation

4. Being useful

5. Cut the bullshit & listen

Dear Everybody Agreement w/ Sandra Hawken

Did you know that 22% of the Canadian Population identifies as having a disability? And are largely absent from our visual landscape? Sandra Hawkens, President & CEO of Holland Bloorview Kids Rehabilitation Hospital spoke to the recently launched the Dear Everybody Agreement inviting brands to reshape the way Canadians perceive disability.

Sandra's keynote was compelling, and one that strikes a very valid question. Why don't we see more people of disability being represented in advertising? A call out to all creatives and casting directors. If we imagine a world where we all have the same opportunities, regardless of disability - then why isn't that being represented in our industry?

A big thank you to Leah Power, Scott Knox, and everyone at the ICA for putting on this event - which was incredibly insightful, engaging, and inspiring. Thank you to all of the guest speakers and attendees who I met through out the day.

About ICA

ICA is the not-for-profit association for Canadian advertising, marketing, media and public relations agencies. Our mission is to Amplify, Protect and Transform the agency sector through advocacy, awards, community, consultancy, insight, networking, research and training. Our membership and board of directors represent some of the most recognized and influential businesses in our industry, both in Canada and internationally.