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.
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
Photo by Esther Jiao on Unsplash