LikeHowcroft,VMLY&RchiefstrategyofficerAlisonTillingbelieves
everyonecanbecreative.
“Caneveryonebea creativewitha capitalC?Probablynot,butthat’s
probablybecausemostpeoplearen’tthick-skinnedenough,”shesays.
“ButI thinkeveryonecanbringcreativitytobearonwhatit istheydo
andgivensomeofthechallengessocietyfaces,it’sincumbentonusall
todothatanyway.”
A seasonedstrategist,Tillingmaynotworkina creative“witha capitalC”
rolebutit doesn’tmeansheisn’tapplyingcreativityinherday-to-daywork.
“Iknownoteverybodywouldagreewiththis,butI thinkbeinga
strategistis a prettycreativerole,”shesays.“Forexample,whenyou’re
writinga brieforyou’rethinkingabouthowa businessmightgrow,there
iscreativitythere.Youhavetothinkaboutthatfromsomedifferent
perspectivesandinsomedifferentways.Youhavetopullit apartand
putit backtogetherindifferentcombinationseverytime.So,I think
strategyinitselfis a creativeact.”
Oncea thingthatonlya selectfewpeopledid,Tillingsayscreativity
is beingappliedmorebroadlytodaytoa rangeofdifferentproblems.
Whilemuchofherworksitswithinthemarketingsciencerealm
whereBinetandField’s60-40ruleis laudedasthedrivingforcebehind
effectiveadvertising,Tillingsaysit’simportanttoremembercreativity
istherealpower.
“Ithinksometimescreativitygetsa bitlostinthatconversationand
formeit’sreallyimportantthatworkoneffectivenessis intheserviceof
creativity,”shesays.“It’screativity that gives power of effectiveness.”Themoderncreative
AsnotedbyTilling,creativityis nolongeranexclusiverolereservedfor
thosewithit intheirjobtitle.Butforthosewhoareintraditionalcreative
positions,recentyearshaveseena shiftintheirownday-to-daywork.
“Creativityis a culture,nolongera department,”saysBelindaLodge,
founderandCEOoftherecruitmentagencyiPopulate,whichspecialises
intheadvertisingandcommunicationssector.“Mostsuccessfulagencies
nowseecreativityaseveryone’sresponsibilityandgoodideasare
welcomefromanywhere.”
Today,digitalstrategists,webdevelopers,socialmediaspecialistsand
dataanalystsallworkintandemwithcreativeteams.
Astheagencymodelcontinuestoevolve,Lodgesayssiloedjob
descriptionsarea thingofthepast,andit’sthosewith “a truly integrated
skill set” who are becoming desired candidates.Amobeeheadofsalesand
clientservicesAndrewDixon
Gooddatashouldinspirecreativity
attheplanningstageratherthan
replaceit entirely.Theadtech
industryoftenconfusesthe
conceptofdynamiccreativewith
solvingthe“creativity+ data”
problem.Dynamiccreativeismore
aboutautomatingtheproduction
ofcreativeassetstopersonalise
messaging—whichisgreatfor
relevance,butnotnecessarily
replacing“creativity”.Creativity
isaboutbeingmemorable,and
beingmemorableisaboutshared
experiencesandreactions.
Themostmemorableand
creativeadsstilltendtobeshared
experiencesthataretalkedabout
aroundthewatercooler,usually
onlargecanvassessuchasTVand
outdoor,whicharenowverymuch
within the adtech space as well.
Can adtech be creative?
Facialrecognition
usedforMovember
promotion in SydneyInvestigation