Post navigation Crossing the Disciplinary Divide Last week VUW Business School offered free adrenalin shots to budding entrepreneurs and digital zealots in the form of Claudia Batten , co-founder of advertising agency Victors & Spoils . Her presentation "Not Digital? You may not be relevant" was inspiration for the choir, and a wake up call to those just paddling in the online shallows. Claudia started out studying law and commerce at VUW, and then specialized in contract, IP, and technology law at Russell McVeagh. In 2002 she moved to New York and became part of the founding team of Massive, a network for video game advertising that sold to Microsoft in 2006. In 2009 she co-founded Victors and Spoils, an innovative advertising agency built on the principles of crowdsourcing . In early 2012, French holding company Havas bought a majority interest in the agency, positioning V&S for international expansion. Claudia is on the board of Icehouse (named one of the top 10 start-up incubators in the world by Forbes magazine), and Big Little Band, a 3D Virtual World for kids, tweens, and teens. Does this sound like the kind of person we could learn from as Humanities scholars or cultural heritage professionals? ABSOLUTELY. So, the idea of advertising and gaming might grate a little. Maybe you don't get the whole social media thing. You'll get over it. Sometimes being digital means crossing the disciplinary divide, getting out of your comfort zone, and channeling the roaring energy of the world outside