INNOVATION vs

CREATIVITY@saneel | #adwards2014 | latvian art directors club

who am I?

we create revenue generating digital businesses for mature brands

more simply

REVENUE GENERATION BRAND

BUILDING

DEFINING INNOVATION

in·no·va·tionnoun \ˌi-nə-ˈvā-shən\

the introduction of something new-Merriam-Webster

in·no·va·tionnoun \ˌi-nə-ˈvā-shən\

the introduction of something new [& relevant]-Merriam-Webster-Radia

why is it important?

because of innovator’s dilemma

because companies like Google are obsessed with it

but why are ad agencies

obsessed with it?

it attracts & develops in-demand talent

it attracts & develops in-demand talent

they tend to fit the model of what drives innovation

BEING RICH

BEING POOR

{very little innovation in the middle}

they tend to fit the model of what drives innovation

BEING RICH

BEING POOR

APPROACHING INNOVATION

simplify problems

Navajo Codetalkers

Amplituhedron

Bitcoin Blockchain

combine unrelated fields

Eastgate Building

Goldcorp Challenge

Cronuts

maximize other people’s

skills

LEGO Cuusoo

Quirky + GE

Local Motors

simplifying problems combining fields

+ maximizing people’s skills

simplifying problems combining fields

+ maximizing people’s skills

= SOUNDS A LOT LIKE A CREATIVE DIRECTOR

cre·a·tiv·i·tynoun \ˌkrē-(ˌ)ā-ˈti-və-tē, ˌkrē-ə-\

originality, progressiveness, or imagination-Merriam-Webster

innovation vs creativity

• Innovation requires creativity

• Lately innovation has more resources

• It has to leave the lab to be innovation

what creative directors need

• Financial partners to quantify opportunities

• Access to deep expertise in other fields

Greatest Good

creatives + new resources

= new & relevant client opportunities

!

creatives + new resources

= new & relevant client opportunities

!

= AGENCY INNOVATION

THANK YOU@saneel

google.com/+finch15

#adwards2014

latvian art directors club