Ian Crocombe: Witnessing Digital Advertising and Media Evolve, Creative Storytelling, and The Grit In The Oyster That Makes The Pearl
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Welcome to Episode 19 of the Ben & Tony Podcast, where the world’s most interesting people tell their stories!
Ian is the founder of Deft, a culture and commerce advisory company that helps scale up DTC and traditional retailers grow their ecommerce businesses. Ian previously worked at Facebook and Instagram advising the world’s fastest growing brands on how to get the most from their in-house teams.
Ian was the former Director of Facebook Creative Shop for Global Clients, where he led a globally distributed in-house team of Creatives and Strategists working with brands like Adidas, L’Oreal and VW. Prior to this, Ian was VP of Innovation at American Express and held senior strategy roles at various digital agencies including AKQA, M&C Saatchi, and Possible.
Ian is also on the audience board of the Victoria and Albert Museum and the executive board of Creative Equals.
Anthony’s Take:
Ian’s career has always put him at the forefront of media & culture -- from working at an old school publishing company to digital advertising agencies to American Express to Facebook’s Creative Shop to now his own company called Deft. With wit, humility, and a positive mindset that is always focused on learning, Ian covers each step in his life as a thrilling chapter mirroring the evolution of technology. The world of digital media and advertising has changed a lot since Ian was designing CD-ROMs for clients in the 90s, but he’s always managed to stay up to date.
Ben’s Take:
Ian is obviously a very talented creative strategist, having led creative teams at the who’s who in the big tech world, as well as for a bunch of renowned marketing-first companies. Beyond that though, Ian has an easy going & jovial nature that makes it easy to overlook his nuanced and wise outlook. I’d like to sit down with Ian again.
What did we talk about?
Dungeons & Dragons, Early Computers, and Play-By-Mail Games in the 1980s
Inadvertently shutting down a printing company by inventing a new digital technology that cannibalised the business
Starting an interactive agency that built CD-ROMs, then moving into roles at ad agencies within digital strategy
Addressing privilege and challenges around diversity in the advertising industry
Insisting on not having to wear a suit as VP of Innovation at American Express
Finding success with diverse teams globally, regionally, and locally
Identifying the right stakeholders when you’re trying to get something done at a big company
Being Director of Creative Shop at Facebook while focusing on small businesses and gaming companies
How Facebook helped democratise advertising and media for small businesses
How Deft wants to help brands within areas of culture and commerce
Handling career uncertainty, flexibility, and learning how to cycle with no hands
Find Ian Here: https://twitter.com/iancrocombe
Find Ben Here: https://twitter.com/mrhartben
Find Anthony Here: https://twitter.com/AnthonyMcG2
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We hope you enjoyed this one & look forward to seeing you next time!
Your friends,
Ben & Tony