Digital Disruption & The Creative Revolution

Black Box

On a recent flight I decided to unplug for once and catch up on some reading. No, not on a Kindle or iPad, but flipping the slick pages of magazines that had stacked up on my desk. I really need to do this more often cause the content within was stimulating and got the neurons firing.

The article that compelled me to pen this post was from Adweek and was titled Advertising Is Undergoing a Creative Revolution. 

The basis of the article centered around how the rapid pace of digital disruption, constant technological advancements, and increasing consumer expectations have and will continue to put pressure on brands to transform, challenge the status quo and provide unique, valuable solutions to consumers – ultimately become disruptor brands.  And where does creative fit into transforming brands? Traditional creative paradigms need to be re-evaluated and creative teams need to use data and insights to take a more problem-solving approach to creativity.

Evolved Creativity Quote

Quote from Donald Chesnut, Global Chief Experience & Creative Officer for Publicis.Sapient

Just as businesses have to evolve to stay competitive, so too must creative departments. Creatives need to tear down old constructs and work together with key stakeholders, listen to customers, review and apply data, pay close attention to competitors and hone in on opportunities to revitalize brands and create change where change is desired.

Donald Chesnut, the author of this piece, also shares his creative doctrine…

A Creative’s Creed

The new creativity is the relentless pursuit of problem-tackling

And not the endless pursuit of fame and award-stacking

Rely on the openness to many inputs and involvements

And avoid the black box of dated creative departments

Live the imagineer mentality and creed

An artistic approach, a creative doesn’t need

Shaping the future, a creative problem-solver’s intention

Circumvent relying on changing current convention

Fall in love with problems, complications and intrusions

And confront all issues with the love of solutions

Creative disrupters value outcomes and wins

Not executing solely on outcomes and whims

Be inspired; break habits and norms, and don’t yield

Stop protecting your silo, an unchallenged comfort shield

Do great work with a high stake

And get over doing great work for great work’s sake

Embrace data, analytics and information

The primary focus should not be your baseless intuition

Be extremely agile, quick and don’t stall

Lest you get caught riding the proverbial waterfall

Follow Donald Chesnut

Photo by Esther Jiao on Unsplash

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