This document discusses creativity as a language and how market economies define vocabularies and syntax that need to be deciphered. It notes how media fragmentation and advertising spend have increased over time while the effectiveness of communications may be reduced. Creativity, reach, branding, targeting, and context are identified as contributing most to sales lift from advertising. The document advocates that innovation results from the combination of technology and creativity working together exponentially.

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Creativity as
Language

2. Creativity is
a language
June 6th 2019

3. Creativity is
a language
June 6th 2019

4. Why?

5. “Wesellorelse”

6. “Wesellorelse”To

7. “Wesellorelse”To
business
numbers
finance
black and white

8. precision marketing
programatic
replicable modeldata driven
transactional data
contextual
best practice
personalisation at scale
geotargetting
optimization
creativity

10. Market economy defines a vocabulary and a syntax
and acts on words; it defines a new language that’s
sacred and cryptic, which needs evangelists and
technicians to decipher, translate and comment on it.
“
MEMO FOR THE NEXT MILLENNIUM RICARDO PIGLIA

11. YouTube
8%
Facebook
2%
Online Video
9%
Subsc. VoD
4%
DVD
4%
VoD
4%
Playback TV
11%
Live TV
59%
DVD
9%
Online video
1%
Live TV
90%
2005 2017
Source: Touchpoints Study (2017)
Media fragmentation has increased

12. Source: Magna Global 2017
Media spend has increased

13. Source: Ehrenberg-Bass Institute
84%of communications may be wasted
Risk has increased

14. The attention span of a goldfish is 9”

15. 2d 15h 30m 2d 14h 1d 23h 40m

16. 5h15m

18. x x x o x

19. 47%

20. Creativity Reach Brand Targetting Recency Context
47%
22%
15%
9%
5%
2%
Source: Nielsen Catalina Solutions (2017)
Contribution to sales lift from advertising

21. What's in a name? That which we call a rose
by any other name would smell as sweet.
(II, ii, 1-2)
JULIET:

22. creative

23. creative|kri'ei.tiv|
adjective
1. Producing or using original and unusual ideas

24. creativenoun

25. creative

26. content

27. content |'kon.tent|
noun
The ideas that are contained in a piece of writing,
a speech, a film, a play, etc.

28. contentadjective
|k n'tent|e

29. contentadjective
Pleased with your situation and not hoping for
change or improvement.
|k n'tent|e

30. What's in a name? That which we call landfill
by another fancy name would smell as creative.
(2015-19)
OPPORTUNIST:

31. When you buy
cheap ideas
that’s precisely
what you get.

43. INTELLIGENCE
RECEPTORS
Source: Scott Galloway - The Four

44. (innovation) = creativity

45. (innovation) = creativity
2

46. (innovation) = tech + creativity
2
exponentially effective

56. “Wesellorelse”

57. Thank you

58. Thank you.