IPA expands creative role and remit of 44 Club

The IPA has expanded both the range of speaker sessions and the target audience of its renowned 44 Club, kicking off with sessions from Baroness Susan Greenfield and Caryn Franklin MBE.

IPA expands creative role and remit of 44 Club

The new-look programme recognises that for advertising agencies to thrive in an increasingly tough trading environment, with pressures from Brexit, automation, in-housing and consultancies included, they must embrace the fact that creativity is their cut through and their currency. These new sessions aim to fuel this creativity by breaking the industry out of any introspective bubbles and expanding its perspectives further.

The Club will now be aimed at those from all backgrounds and walks of life, as David Harris, Former CCO at Gyro and member of the 44 Club steering committee explains:

“The new IPA 44 Club will welcome anyone and everyone with a curious mind. Young and old. Those at the start of their careers or those with many years under their belt. Creativity doesn’t discriminate and nor will we. It’s our most powerful unifying force and the industry’s life blood. That’s why we’ve already lined up some big-name speakers who will make us think; who will challenge us; and who we hope will spark memorable discussions and inspire us to think in new and exciting ways.”

The inaugural 44 Club session on 3 April will feature Baroness Susan Greenfield, the author of many books on neuroscience, the recipient of 32 honorary degrees, and a host of national honours including a CBE and The British Inspiration Award for Science and Technology. She’ll be dissecting how we think about creativity, asking:

  • Is our creativity genetically determined?
  • What happens to the brain during the creative process?
  • How can we maximise the opportunities for creativity?
  • How can we develop a sense of creativity?

She will be followed in May by Caryn Franklin MBE, a commentator on fashion, image and identity politics for nearly 35 years, who will be discussing ‘Sexy: the psychology of the objectified woman”.

Says Paul Bainsfair: “By investing in creativity and understanding wider culture, we can we make a real difference to our clients’ business. This is a serious time, and creativity is an increasingly serious business. But that’s not to say we can’t enjoy the journey through sessions such as these.”

The 44 Club was established in 1997. Its name refers to the IPA’s address, 44 Belgrave Square. Further sessions will be announced shortly.

Full details about the current sessions are available on the IPA website, or you can join the conversation on Twitter #44Club

Last updated 21 January 2022