On Thursday, January 28th, 2009, the round table “Desafíos para tu presente” was celebrated at the IED Master Madrid, bringing together three of the greatest international reference points in strategy, design and communications.

 

Carlos Barrabés, Jaime Hayon and Toni Segarra exchanged their perspectives on present-day work models, the new business possibilities of these disciplines and the professional, social and cultural needs that must be covered by students interested in these fields.
The moderator was Francisco Jarauta, philosopher and scientific director of the IED, who compared the moment of transformation in which we live to the industrial revolution, “in which education centers are directly and necessarily implicated in personal and professional development within the current global environment.”

As a summary, following are some highlights of the comments made by participants, the directors of the three Masters of Design and Innovation:
 

Carlos Barrabés, Strategy Expert, Director of Barrabes.biz:
“Strategy and technology are the keys to the positive evolution of professionals and companies.”
“The crisis has caused changes in work models. Externalization now takes priority and whoever wants a certain position will have to compete on a global scale. The answer is to grow, to train, to cultivate enough to be able to strategically position yourself, which will be the differentiating factor in an interconnected world.”
 

Jaime Hayon, Artist and Designer:
“Technology must be necessarily united with artisan craftwork as a formula for the humanization of design and social processes.”
“Design is, above all, a way of thinking, the ability to see things in a different way. And in this moment of change, in which there is always something new, a contradiction is produced between the absolute speed of technology and globalization and the return to tradition and original identity rather than copies.”
 

Toni Segarra, Partner and Creative Director of *S,C,P,F… :
“In such a complex world, strategy, design, communication and, above all, collaboration are necessary as a way of connecting individuals, entities and companies in order to achieve common goals, which is something we are not used to.”
“Advertising will no longer exist in its traditional formats; in such a complex scenario, the constant search for innovation will help us understand new pathways.”.

This debate is framed within the popular program of the Masters of Design and Innovation, which represents the most advanced training at the IED Master Madrid in the areas of design, communications, concepts and strategies.

Further information:
Strategic Design Labs – Direction Carlos Barrabés
European Design Labs – Direction Jaime Hayon
Communication Design Labs – Direction Toni Segarra

This post is also available in: Spanish