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What's Next: Creativity as Language

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Technology has put creativity and communications on everyone's radar. Without creativity there would be no Instagram feeds, no viral memes, no Netflix binge-watching and no new business disruption in nearly every field of human endeavour.

But, at the same time, creative agencies are being criticised, and advertising budgets are being slashed.

Publié dans : Marketing
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What's Next: Creativity as Language

  1. 1. Powered by What’s Next: Creativity as Language
  2. 2. Creativity is a language June 6th 2019
  3. 3. Creativity is a language June 6th 2019
  4. 4. Why?
  5. 5. “Wesellorelse”
  6. 6. “Wesellorelse”To
  7. 7. “Wesellorelse”To business numbers finance black and white
  8. 8. precision marketing programatic replicable modeldata driven transactional data contextual best practice personalisation at scale geotargetting optimization creativity
  9. 9. Market economy defines a vocabulary and a syntax and acts on words; it defines a new language that’s sacred and cryptic, which needs evangelists and technicians to decipher, translate and comment on it. “ MEMO FOR THE NEXT MILLENNIUM RICARDO PIGLIA
  10. 10. YouTube 8% Facebook 2% Online Video 9% Subsc. VoD 4% DVD 4% VoD 4% Playback TV 11% Live TV 59% DVD 9% Online video 1% Live TV 90% 2005 2017 Source: Touchpoints Study (2017) Media fragmentation has increased
  11. 11. Source: Magna Global 2017 Media spend has increased
  12. 12. Source: Ehrenberg-Bass Institute 84%of communications may be wasted Risk has increased
  13. 13. The attention span of a goldfish is 9”
  14. 14. 2d 15h 30m 2d 14h 1d 23h 40m
  15. 15. 5h15m
  16. 16. x x x o x
  17. 17. 47%
  18. 18. Creativity Reach Brand Targetting Recency Context 47% 22% 15% 9% 5% 2% Source: Nielsen Catalina Solutions (2017) Contribution to sales lift from advertising
  19. 19. What's in a name? That which we call a rose by any other name would smell as sweet. (II, ii, 1-2) JULIET:
  20. 20. creative
  21. 21. creative|kri'ei.tiv| adjective 1. Producing or using original and unusual ideas
  22. 22. creativenoun
  23. 23. creative
  24. 24. content
  25. 25. content |'kon.tent| noun The ideas that are contained in a piece of writing, 
 a speech, a film, a play, etc.
  26. 26. contentadjective |k n'tent|e
  27. 27. contentadjective Pleased with your situation and not hoping for 
 change or improvement. |k n'tent|e
  28. 28. What's in a name? That which we call landfill by another fancy name would smell as creative. (2015-19) OPPORTUNIST:
  29. 29. When you buy
 cheap ideas
 that’s precisely
 what you get.
  30. 30. INTELLIGENCE RECEPTORS Source: Scott Galloway - The Four
  31. 31. (innovation) = creativity
  32. 32. (innovation) = creativity 2
  33. 33. (innovation) = tech + creativity 2 exponentially effective
  34. 34. “Wesellorelse”
  35. 35. Thank you
  36. 36. Thank you.

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