The Association of Accredited Advertising Agents (4As) last week teamed up with ICOM, an international advertising and marketing communications agency, to hold a two-day workshop on the opportunities offered by the digital revolution and how to grasp the platforms that extend beyond the desktop, mobile, digital out-of-home, and in-retail interactive experiences.

Themed 'Boot Up: A Digital State of Mind', the 2011 ICOM Digital Workshop saw creative technologist Scott Prindle and Kip Voytek, a renowned interactive game designer, sharing their experiences and thoughts on leadership with industry professionals in understanding the fundamentals and key issues of the digital media in realising the power and potential of new media in the context of branding.

"Constantly evolving digital platforms offer many live opportunities for our members to reach consumers in more creative ways," said 4As Creative Economy Committee member Gary Tay (pix), in a statement.

"This is a boon to creative agencies whose core ideas and strategies have a richer canvas than previously."

Tay said 4As members are already making the right investments in talent and knowledge enhancement, and "this workshop was truly refreshing as it brought a formidable exponent of digital marketing to address our creative practitioners."

He said several digital transition case studies from the creative industry were used to demonstrate real-world solutions developed over many years in the trenches.

Prindle has been identified by AdWeek as one of the world's top 10 technologists while Voytek, senior vice-president of communications and experience planning at RAPP New York, earned his stripes as a games designer for such licensed properties as X-Men, Spiderman, and Scooby-Doo.

Source: The Sun Daily