Jun 18, 2017
Each year, the best and brightest young minds in the industry have the opportunity to take part in The Young Creative Academy. The Young Creative Academy offers an intensive week-long course designed to give creatives under 30 the tools they need to reach their full potential and expand their personal creativity. Those who take part in the program, "Young Lions," are given the unique opportunity to engage with some of the world’s foremost thinkers, creators, and subject experts in an intimate setting.
This year, Y&R is proud to send two representatives from our creative fields to the Academy. Here’s what Alice Burton, creative at Y&R London, has to say about the ad industry, getting creative inspiration, and attending the Cannes Young Lions Creative Academy.
· What attracted you to advertising and how did you get into it?
Advertising seemed to be something that was creative, but also had structure and briefs to be met. I was at art school studying Graphic Design, working on a lot of typography projects, when my tutor pointed out that I seemed to enjoy writing the copy in what I was designing, rather than how I was designing them. That’s when I found the Watford post graduate advertising course in creative advertising.
· You’ll be attending the Young Creative Academy. What are you looking forward to most?
The inspirational speakers.
· What advice do you have for those just starting out in the industry?
Keep working hard. It’s worth it.
· What gets your creative gears going? What do you do to get past a creative block?
I move around where I work. My desk. My sofa. Coffee shops. Sometimes I look on Pinterest and visit sites like Shortoftheweek, but often when I have to crack a really tough brief it’s better to move away from the screen and just sit with a pad and paper. The best insights and ideas are already in your head.
· Name one thing (book/movie/place/person/story) that has inspired you recently? Why?
Listening to a number of podcasts featuring Michaela Coel, writer, and director, and star of hit C4 show Chewing Gum, has really inspired me. She comes from an interesting background and found her individual voice. She doesn’t think she’s doing anything ground breaking, she’s just telling her own stories, but it’s incredibly authentic and immensely inspiring. London also inspires me. It’s so full of diverse, determined, incredible people who will let nothing stop them from creating stuff that changes the world.
· The future of advertising is ____?