Original article written for TEDxKEA, available here.
The new wave of entrepreneurial creativity and the growing power of the audience
On all levels, certainly in the portrayal given by much of modern media, the world is a grim and unbecoming place. Seek and you shall find however; there are innumerable positives to behold. Whilst there are many who are plagued by concerns over ISIS or Greek financials and long-winded statements by the media, others, choose to see things in a different light.
Meet Rob Scotland – a man with a sense of humour that extends well beyond his positive mind-set towards the world of today and the society of tomorrow. In the midst of all the crises fed to us on TV, Rob stresses the importance of stopping for a second to appreciate the talent and adaptability of our generation. “Five years ago there was no iPad, 10 years ago there was no iPhone and in the last hundred years we’ve had more innovation than in the last 1000.” “The next generation is probably going to be the greatest we’ve ever had!”
Rob has spent the last 10 years working in advertising with a client portfolio that includes the likes of Nike, Carlsberg, Telia and Procter & Gamble, where he has ”argued passionately under the guise of creative strategy to turn anthropological understandings of audiences into commercial returns.” For Rob, radical changes in the manner in which audiences think and feel have brought about a paradigm shift that requires more value-based products, services and ultimately advertising. A graduate of illustration, Rob wanted to be an artist for Marvel comics. However, as is the case “with most of our generation”, necessity shifted him into other fields – namely magazine sales and later advertising. In this capacity, Rob founded the much revered ad agency, Bandit, in Copenhagen 8 years ago and advised big brands on how best to target their audiences.
Dubbed a ‘modern cultural anthropologist’, Rob has been championing the understanding of modern culture in marketing communications over the past ten years. Our generation often gets a bad rap in the media, but from Rob’s perspective “Far from being lazy, Generation Next’s unprecedented surge of entrepreneurial creativity is what will solve many of the challenges facing this world”.