So far in the “State of the Creative” series, we’ve heard from Chief Creative Officer’s at: Ogilvy & Mather North America, Weber Shandwick, and GREY. This week we continue to examine what it means to be a creative in today’s world…
I sat down with Adam Kerj, Chief Creative Officer at 360i, to discuss the state of the creative today.
In this new era of data and technology, what has been the fundamental change for creatives?
We have more insight into consumer behavior than ever before, and we are living in a world exploding with content that needs to resonate for consumers to care and to be inspired to share. Creatives are now using digital and social media as a powerful creative canvas. To get to better creative and high-quality experiences, requires more collaboration in the creative process and the ability to build ideas and stories across touch points. But ultimately, it’s still about big, simple ideas. Consumers don’t fall in love with technology, they in love with great ideas and great storytelling.
What does it mean to be a creative today?
Creatives today can have a bigger impact on their clients’ businesses. Marketers and their creative partners have opportunities to create completely new products and services that are integrated in to the DNA of the marketing ecosystem. That’s a space where Creatives in the past didn’t have access to, but thanks to technology, user experience (UX), creativity and data coming together, creatives today can make a huge contribution to a client’s businesses.