Roman Nester took part in the Russian Art Week
In september, Russian Creative Week took place in Gorky Park. This is an international festival of a new format, which brought together representatives of 14 industries. HSE Professor Roman Nester gave a master class on how to connect a managerial career with data.
The Russian Creativity Week program included more than 300 events: a business forum, exhibitions, lectures, master classes, public talks, etc.
His presentation raised the issue of the crisis of competencies in the advertising industry. Technology has brought the addressability of media advertising and accurate measurability in sales to businesses. This completely changed the principles of work of advertisers, media planners, brand managers.
If your customer reads Kommersant, why not to buy him on the fishermen forum, which will be 5 times cheaper? For understanding this, you need to know the technology and be able to use it even better than your agency can. And agencies need to run faster twice, if they want to be needed by such advanced clients.
Everything happened literally in 5-7 years. The business that did not keep up with the trend in addressing their communications was losing. As a result, there is a huge demand on professionals who combine the understanding of communications and technologies. Brand managers and product managers received more resources and authority. For example, Suntory, Heineken and Kraft Foods in 2019 fired their CMOs responsible for global markets and gave authority to the individual product level. In turn, they were required to take greater responsibility for attracting and communicating with customers.
It was in response to this request that the Master's Degree in Data-Driven Communications emerged. Here, students study the principles of working with an audience based on big data, get to know in practice the entire modern ecosystem, and intern at technology companies.