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Ian Crocombe, new Program Leader of the Master of Communication Design Labs

In this new edition, a new reference point in the communication and advertising sector is joining the Master of Communication Design Labs as coordinator and supervisor: Ian Crocombe

 

In this new edition, a new reference point in the communication and advertising sector is joining the Master of Communication Design Labs as coordinator and supervisor: Ian Crocombe

Ian was the former Chief Strategy Officer at WPP agency POSSIBLE, where he worked with his clients to create the most effective creative strategies for a range of global clients. He was previously the Director of Strategic Planning at multi-award winning agency AKQA, in their European hub in London.

With his vision of the Master of Communication Design Labs, this training programme will consolidate itself as a path for students to become the Creative Directors of the future, capable of developing timeless projects that will deliver outstanding business results.

 

What is your role as Program Leader of the Master of Communication Design Labs?
There has never been a more important time to explore the role of Communications. Consumers are living in a connected world, with a lot of competition for their attention. Now, more than ever, critical thinking is needed to cut through the noise and make brands famous and culturally relevant.
I am want to make sure that we connect students with industry leaders, so that they can get a better understanding of how communications are created and judged successful in a commercial environment. It is important that the students are shown the latest case studies of how leading brands are dealing with the shifting media landscape.
I want to make sure that the spirit of the “Design Labs” is kept alive. That the course is somewhere for dangerous minds to experiment, to push the boundaries, fail safely and make corrections until there is success.
Ultimately, my role is to challenge students to create an outstanding thesis, which will stretch their abilities and help them develop their own distinctive approach to communications.

Which novelties can we expect from this Master of Communication Design Labs?
When we explore Communication Design in a Labs environment we have to understand the change that technology is having on the world around us. We need to analyse what the impact of living in a connected world is on human psychology, understanding and desire.
Where people have unlimited rational information about products, how can we create an emotional connection to the brand? How can we use data led insight to make smarter creative work? How are brands “crowdsourcing” their communications and what is the role for Creative Professionals in this process?

Which professionals do you want to involve in the programme?
I am keen to involve clients and brands who can provide students with “live” briefs which highlight actual business challenges that need solving.
I want students to understand the range of specialists that they can work with when they are creating communications. These could be researchers who can unlock ethnographic insights. They could be communications planners who understand how to make stories flow across Television, Facebook and Retail. They could be Creative Directors who can identify and nurture brilliant ideas. They could be content marketing specialists who keep the long tail of communications alive and spreading virally.
I am keen to make sure that students have access to the best critical thinkers who are working in the industry from across Europe.

Why and to whom would you recommend this MA?
This Masters would be ideal for creative thinkers who want to develop their career in communications.  This could be within an agency environment, client-side working for a brand, or within their own startup or business.

 

MASTER OF COMMUNICATION DESIGN LABS
Program Leader: Ian Crocombe
Start: January 2014. The registration period is now open.
Schedule: Monday to Friday, from 9:30 to 18:00h, distributed between lessons, tutorials, research and trips.
Language: all the lessons are taught in English.

INFORMATION AND REGISTRATIONS
a.pacifico@madrid.ied.es
(+34) 91 448 04 44
Skype: master.iedmadrid

 

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