Creativity in the age of the machine 23 july2015
Chris ClarkeChief Creative Officer, International@albionics
To be creative is to be sure things can be better. To be creative is to be critical of where we are and point out where we might go.
More people use the WiFi in European hotels than use the shower
We began with a mission
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
Winner takes all
The capitalist’s dilemma
Internet is not democratic
The consumer is not in control
ATOMISATION
Niche!
• The OS of the internet is a bit worrying• It institutionalises into software
everybody has to use, the conceding of creative control in favour of an illusory kind of power
LOCK IN – an IT problem which limits creativity – e.g. MIDI
Dialogue and debate gives way to group think
BIG DATA gets it wrong!
With constant partial attention, we cleave to the banal
Why the internet makes things shit
Amount of media
Amount of attention
Read this
"When the news is decided not by what is important but by what readers are clicking; when the cycle is so fast that the news cannot be anything else but consistently and regularly incomplete; when dubious scandals pressure politicians to resign and scuttle election bids or knock millions from market caps of publicly traded companies; when the news frequently covers itself in stories about 'how the story unfolded'--unreality is the only word for it. It is, as Daniel Boorstin, author of 1962's The Image: A Guide to Pseudo-Events in America, put it, a 'thicket ... which stands between us and the facts of life.'"
Technologists revel in the removal of cultural gatekeepers. But they have replaced the well-read tastemaker with the algorithm and the tech platform. The world is turning into a lowest common denominator popularity contest.
We are not living in creative times
Breaking the language barrier? Really?
Culture eats itself
Buy this shit that’s slighter better than the other shit
We are no longer creators and consumers but rather we are all plugged into a kaleidoscope of choices, sharing and sifting, refining and disguarding
What can brands do about all this?
What can brands do about all this?
• Be morally and socially purposeful• Be tastemakers not followers• Create high quality experiences • Be useful and be entertaining • Lead culture, don’t follow
The digital marketing envelope
Client
Conversion rateNPS
Traffic
Loyalty
Sentiment Brand equity
Call centre costs
Beyond business as usual
Creativity can no longer be morally neutral
Corporations as a force for good
How to make more of this….
More essential than ever to ditch business as usual
To reach for the counter-intuitive
In a sea of rubbish, brands as a raft of quality
The two possibilities of marketing
Getting people to buy stuff they don’t need with money they don’t have to make themselves feel better about the fact they work all the time and aren’t famous
To add value richness and purposeand beauty to products and services, so economic dignity grows and we all get happier
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