LCCMAd: MA Advertising @ London College of Communication
Started in 2014, you can say that MA Advertising at London College of Communication is born-digital. In the sense that the programme is made in and for a consumer environment where computing is ubiquitous, i.e. it operates in even the most ordinary moments of life that it often goes unnoticed. But why are we not called 'MA Digital Advertising'? Because there is no such thing as 'digital advertising'. The line drawn between analogue or digital advertising is meaningless if consumers do not see or feel it. All advertising today is shaped by digital tech and responds to digital cultures. Born-digital ≠ digital fetish. Our vision of the future of advertising is not articulated solely in technological terms (this is common in science fiction) and instead begins with a radical envisioning of culture and society and to consider the role and place of media practice in creating such a world. Our project work engages with but also re-imagines creative direction, planning and production.
Our graduates go on to become art directors, planners, social media data analysts, digital strategists, researchers.