Cristal Festival 2015 - "Creativity in the age of the machines" - Chris Clarke - DigtasLbi
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Cristal Festival 2015 - "Creativity in the age of the machines" - Chris Clarke - DigtasLbi
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Cristal Festival 2015 - "Creativity in the age of the machines" - Chris Clarke - DigtasLbi
- 1. Creativity in the age of the machine23 july2015 Chris Clarke Chief Creative Officer, International @albionics
- 3. 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.
- 4. More people use the WiFi in European hotels than use the shower
- 8. We began with a mission
- 9. 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
- 10. Winner takes all
- 15. The consumer is not in control
- 16. ATOMISATION
- 17. Niche!
- 18. • The OS of the internet is a bit worrying • It institutionalises into software everybody has to use, the conceding of creative control in
- 19. LOCK IN – an IT problem which limits creativity – e.g. MIDI
- 20. Dialogue and debate gives way to group think
- 21. BIG DATA gets it wrong!
- 23. With constant partial attention, we cleave to the banal
- 24. Why the internet makes things shit Amount of media Amount of attention
- 25. 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 T he Image: A Guide to Pseudo-Events in America , put it, a 'thicket ... which stands between us and the facts of life.'"
- 26. 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
- 28. We are not living in creative times
- 29. Breaking the language barrier? Really?
- 31. Buy this shit that’s slighter better than the other shit
- 33. We are no longer creators and consumers but rather we are all plugged into a kaleidoscope of choices, sharing and sifting, refining and disguarding
- 34. What can brands do about all this?
- 35. 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
- 36. The digital marketing envelope Cli ent Conversion rate NPS Traffic Loyalty Sentiment Brand equity Call centre costs Beyond business as usual
- 37. Creativity can no longer be morally neutral
- 40. Corporations as a force for good
- 41. How to make more of this….
- 42. More essential than ever to ditch business as usual
- 43. To reach for the counter-intuitive
- 44. In a sea of rubbish, brands as a raft of quality
- 46. 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
- 47. To add value richness and purposeand beauty to products and services, so economic dignity grows and we all get happier
Hinweis der Redaktion
- Agencies are intrinsically innovative, so why do we have a specialist innovation team? If you go back 20 years or so when we started, everything in digital was innovative because it was all new. It was also easy for companies to do innovative (and so risky) things because digital was not core to their businesses. For all the technological change over the next twenty years, the real growing up was in the relevance of digital on our clients’ businesses. The slide shows a presentation by Sir Tim Berners-Lee from 1993 where he describes the possibilities for the Web. Seems even his vision was a little limited. http://www.w3.org/Talks/OnlinePublishing93/
- Power on a network goes to the biggest computer
- Andy Law
- There are plenty more where they came from. There's the dust-proof, waterproof Samsung Galaxy S4 Active, which is designed for mermaids and moles. There's the Samsung Galaxy NX, which is a DSLR-sized camera with a Galaxy shoved into it. There's the Samsung Galaxy Galaxy, which is a Galaxy with a secret compartment for storing Galaxy chocolate bars. And there's the Samsung Galaxy Horse, which is a Galaxy stapled to a horse.
- As the leading digital agency we expect to do innovative work across the board. So why do we need an innovation team? Today, “digital” is all grown up. Our clients — typically CMOs — are focused on these kind of metrics because small percentage changes translate into large amounts of money. And because our clients focus on them, quite properly so do we. The create a natural [click] “envelope” of digital marketing activity. Within this envelope we do innovative work in pursuit of our clients’ goals. However, [click] there is still a world of opportunities outside it. Because of the massive focus inside the envelope it’s hard for clients and their agencies to break through. It’s easy to have a fascinating conversation with a client about a great idea — but the next moment the conversation will likely turn (eg,) to the conversion rate this month and attention comes back to the immediate business-critical challenges at hand. That is the reason why even an innovative agency needs an innovation team — to take clients to places they never expected to go; to take them beyond business as usual.
- , digital is pervasive. This little story illustrates this. Oct 2012, via MIT Technology Review and Gizmodo Ethiopian children using OLPC tablets. "We left the boxes in the village. Closed. Taped shut. No instruction, no human being. I thought, the kids will play with the boxes! Within four minutes, one kid not only opened the box, but found the on/off switch. He'd never seen an on/off switch. He powered it up. Within five days, they were using 47 apps per child per day. Within two weeks, they were singing ABC songs [in English] in the village. And within five months, they had hacked Android. Some idiot in our organization or in the Media Lab had disabled the camera! And they figured out it had a camera, and they hacked Android.” http://www.technologyreview.com/news/506466/given-tablets-but-no-teachers-ethiopian-children-teach-themselves/ http://gizmodo.com/5956417/ethiopian-kids-hack-their-olpc-tablets-in-5-months-with-no-help