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February 21, 2008
2008 Trends and Their Impact on Creativity
AdAge provides an interesting list of trends for 2008. It is worth examining some relevant ones for their potential impact on creativity:
Marketers Hit a Rough Patch
This covers a potential slowdown in the economy. If this is realized we will have to make do with less which will foster more innovation and creativity – a cycle that we have experienced before that weeds out those who are not focused on making creative pay off in the short and long terms.
Innovation and Creativity Rule
AdAge says, "Marketers' ingenuity will continue to expand as the competitive marketplace challenges brands to devise ways to reach their audiences online and via other "out-of-the-box" avenues. Targeting consumers using unconventional methods in creative places will be the gold standard for outstanding creative. Marketers won't run away from traditional media -- but will leverage technology and new media to accentuate message delivery to consumers and customers. There is no turning back -- and creativity will rule." This is all good stuff for our profession and it means we will all be personally challenged in the time ahead.
Get Serious About Accountability
We keep hearing about ROI and metrics (I covered this in an earlier post) and we have heard it for years. Our challenge is how to truly measure creativity without removing the magic.
Digital, Digital, Digital (and Portable Too)
The channel and the technology will force us to adapt and master new creative applications like never before.
The 'Brand Swarm'
Kudos to my colleague and partner, DDB CEO Chuck Brymer whose "swarm theory" has captured the attention it deserves ("the notion that people and their opinions coalesce to form critical forces that massively influence marketplace ideas and concepts"). Chuck will be bringing out more on this in 2008 and its impact on creativity will be huge.
The Power of Strategic Alignment
As Adage states, "Marketers succeed when brand messages are fully integrated and synchronized across all media channels". More than ever creativity is the glue to bring together that alignment.
Any comments on these trends and their impact on creativity?
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This page contains a single entry from the blog posted on February 21, 2008 5:22 PM.
The previous post in this blog was Why Ideas Get Shot Down.
The next post in this blog is Remembering Paul Tilley.
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Comments (1)
Nancy Einheuser
Hello; I am just visiting your site. I could not help reading your bullet about "measuring creativity". My father was creative, witty, smart, and the list goes on. I would like to share a story with you. It was over ten years ago,in my kitchen, Dad noticed a watercolor picture on our fridge and said "Nice painting, Jeff?" my reply "No", then he said "Kevin?" with his voice a bit higher and his smile a bit broader, my reply "No", his next words "Chelsea?" with even more excitement now in his voice and a sparkle in his eye, my reply "Yes" At the time our son Jeff was about 9 years old, Kevin would have been 8 years old, and Chelsea was 6 years old. Dad shook his head and said, "this is an exceptional painting, she has it". "Don't put her in any art classes till she is much older, she has natural creativity and you don't want to send her to classes and have them telling her how art is done, they will teach her the rules soon enough, let her explore all of her creative gifts as the child she is now, that will make her an even better artist later in life". Older and wiser artist know what to look for, they can measure pieces and artist ability, but I agree with my Dad, do not measure the young and naturally gifted creative minds, let them break the rules while they can, and for as long as they can. Jeff studies at Oakland University, with desire to transfer to Wayne State to study Medicine, Kevin has a heavy metal rock band, has written 4 songs, is trying to break into the music industry, Chelsea is a freshman at Oakland Community College enrolled in Art Classes, plays the violin. Are you looking to measure a products creativity? Are you hoping to find a creative recipe? You are going to need a very large recipe box, and don't leave it sitting around in the creative department because it will not be a recipe box for long. Can't help wondering why on earth you would need to measure creativity, go figure.
Posted by Nancy Einheuser | March 5, 2008 6:11 AM