Last night, The Battle for the HeArt kicked off in Chicago.
Uber Creative, ECD and Group Creative Director at DDB, Paul Tilley, keynoted and spoke on a "new definition of creativity"
He noted 3 primary new definitions of creativity are needed:
1) One which moved from interrupting/intruding in people's lives to one which becomes part of their lives. From cause marketing efforts to experiential plays. He gave Office Max's Rubber Band Man as an example of a brand/campaign which began advertising on the Today Show, but ended up being on the today show...as part of its editorial/content.
2) The need to move beyond "ads" - take the redesign of McDonalds uniforms for example. This is where new marketing comes into play and where brands really are limitless in their communication touchpoints e.g. Rainier Beer
3) The need to change the very structure of creative teams (Bernbach created the copywriter + art director combo)...or at least to have additional people in the room. This speaks to the idea that creativity can come from anyone and anywhere.
After my presentation, we had a lively discussion on 2 of the 5 town hall topics:
1) ROI or Die. The reconciliation between the art of persuasion with the science of results
2) The role clients play in terms of enabling agencies to take risks, come up with big ideas, and ultimately rewarding them.
The next shows are in Minneapolis (7/14), LA (7/19), San Fran (7/20), Dallas (7/25) and NYC (7/27) and you can register here.
Recent Comments