Education Guardian, April 16, 2002

The Guardian newspaper asked DMC how budding creatives can use the latest marketing techniques to get noticed…

Despite the rise of more media channels such as satellite and web TV in the past few years, breaking into the world of film making hasn’t got any easier. Justin Kirby, DMC’s managing director, discusses the ins and outs of talent marketing in this Guardian article, and offers some new ideas about how to kick start your career using viral self-promotion.

DMC would like to correct the credit for the LeBonze mention in the article. Erwan Bezie is the creator of the Shakeitbabe animation which features his brother-in-law.

We would also like to thank Dr David Cannon, Research Fellow at the London Business School and an expert in talent management consultancy, for his input into the article and his wider influence on our company. He said: “The belief within UK businesses now is that there’s always a talent shortage. You can never find a great plumber, for example, no matter what the economic conditions. However, simply having talent is not enough to guarantee employment. Creative people need to realise that they have to market themselves constantly, find new ways to show their wares and almost build their own personal ‘brand’ in order to get regular employment.”

Dr. Cannon’s book ‘Generation X and the new work ethic’ has helped form much of our philosophy about how we work and how our company is structured. It’s published by Demos, an independent think tank and research institute based in London. Launched in 1993, Demos’ role is to help reinvigorate public policy and political thinking and to develop radical solutions to long term problems.