Why Createch matters

IPA Director of Marketing Strategy Janet Hull OBE looks at why Createch is so critical to our industry

Janet Hull OBE, IPA Director of Marketing Strategy, and CIC Createch Co-Producer reports back on Createch 2019, the lead creative event in London Technology Week

Createch is the brainchild of the Creative Industries Council (CIC) and their annual showcase event in London Technology Week.

But the IPA is at the heart of Createch with responsibility for the programme and the production of the event, as MarComms lead on CIC Council.

For good reason. Because we believe that Createch is a new way to re-imagine advertising and offers huge potential for IPA member agencies to reposition their products and services in the eyes of clients and re-excite them about what we do.

Createch is all about enhancing the end user experience

Adtech is boxed into B2B processes and data management. Createch is all about enhancing the end user experience; by making it more immersive, more seamless, more interactive or more personalised - where technology meets creativity. It’s relevant to every brand, product and service. And it takes advertising beyond ‘just advertising’ into a 360 world of brand immersion. We have a new model to prove it.

Createch User Experience Model
Createch User Experience Model

Createch provides access to new talent and new skills

CIC represents all the different sectors, so Createch can showcase the best of what’s happening across the spectrum; from film to fashion, crafts to culture, advertising to architecture, design to gaming and more… and provides the opportunity for agencies to expand their network of creative partners.

Createch participants were treated to set piece presentations from established businesses like:

  • Sol Rogers, CEO, Rewind – an immersive entertainment studio working with the BBC, The Tate Modern, and Great Ormond Street Hospital;
  • Christina Weaver Jackson, Innovation Policy Manager Facebook – representing Oculus Creators Lab VR for Good programme with Policy Makers and Health Professionals;
  • Bill Bush, Executive Director, Premier League – a communications machine at the forefront of innovation in film and television camera technology, servicing the live streaming needs of 100s of millions of fans worldwide, 54% of whom are in Asia.

Createch also brought delegates in touch with the new trendsetters in Createch with the launch of its own collection of 50 ‘Ones to Watch’ curated by Springwise in association with London & Partners and Digital Catapult.

Four start-ups were hand-picked to present their credentials on stage:

  • Arcade, for live experiences
  • Common Works, for design
  • Intelistyle, for fashion
  • JAAK, for music

Others participated in panels in the afternoon break-outs.

Createch positions the UK as a global hub for creative excellence

CIC is a partnership between industry and Government, and in this capacity works hand in hand with the Department of International Trade (DIT) to promote Createch to international visitors to London Technology Week.

Over 100 of the 500 people who signed up to Createch were international; including from Japan, South Korea, China, Australia, USA, Nigeria, Germany, France and more. These included big companies in 5G and film, like Sony, universities like the Tongji University College of Design and Innovation in Shanghai, and investment companies too.

As well as seeking to profile the UK, and build our reputation for innovation and creativity, Createch also has a commercial purpose: to further international trade, win new contracts for UK companies, attract inward investment. A new Createch investment fund between the UK and China was launched just yesterday on the back of Createch 2019.

IPA members at Createch

The IPA was delighted to facilitate a break-out session for IPA members and our extended network, talking about developing new business streams with Createch.

Chaired by James Murphy ex CEO Adam&Eve DDB London, it played to a packed house, and featured case studies from:

  • Julie Cohen, CEO & Founder, Across the Pond
  • Kevin Young, Head of Creative Technology, The Mill
  • Hector Macleod, Founder, Glassworks
  • Lou Fawcett, COO, Playmob

The IPA is hosting a pop up Createch follow-up event at Cannes on the Clear Channel stage on Thursday 20th June 11am – 12 noon. Register your attendance here.