In June 2007, along with 15 other bright-eyed advertising peeps about 5-8 years into the industry, I committed the next 15 months of my weekends to reading all the best thinking our industry has ever felt important enough to put into print (and that's a lot...more than a Masters-worth of reading)... spitting some out along the way, trying in vain to digest other morsels, and greedily allowing the great majority of it to nourish me and turn me into an altogether better-rounded and more convincing advertising practitioner.
The best bit (and the real reason I've not been here) is that I've had to use up all my words writing essays with original and compelling points of view on everything I've read... Comms Planning, Metrics, Consumers, Brands and Creativity... I've now got an opinion on everything, my brain hurts and I'm terrible company in the pub.
It's been magic, the true academic in me has had a field day. I just wish I could do the IPA Excellence Diploma as a full-time job...and I wish everyone else in the industry got to do it too, because frankly it's scary what we don't know. And it's scary how many of us get by without reading the important treasures some great minds have left for us. We've been driving advertising without a licence...and how we're not in a heap at the bottom of some dusty ravine, I do not know.