{"id":4120,"date":"2022-11-22T14:42:54","date_gmt":"2022-11-22T19:42:54","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/11\/22\/4-industry-leaders-on-whats-next-for-creativity\/"},"modified":"2022-11-22T14:42:54","modified_gmt":"2022-11-22T19:42:54","slug":"4-industry-leaders-on-whats-next-for-creativity","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/4-industry-leaders-on-whats-next-for-creativity\/4120\/","title":{"rendered":"4 Industry Leaders on What\u2019s Next for Creativity"},"content":{"rendered":"\n

By Mailine Swildens\/November 2022<\/em><\/p>\n\n\n\n\n\n

Mailine Swildens is the director of Google EMEA\u2019s Creative Works. The team led an in-depth, longitudinal study on the future of creative called the Open Creative Project, featuring a wide range of diverse perspectives and including tech analysts, consulting firms and industry marketing and communication leaders around the world. Here, she previews key findings and trends that will transform the creative industry.<\/em><\/p>\n\n\n\n\n\n

The global brand and marketing industry is in the throes of rapid transformation, one where creative is poised to be the last unfair advantage. That is why Google decided to partner with some of the biggest names in the industry \u2014 including\u00a0Contagious<\/a>,\u00a0Benedict Evans<\/a>,\u00a0Bain & Company<\/a>\u00a0and dozens of other creative and marketing trailblazers \u2014 on what we\u2019re calling the\u00a0Open Creative Project<\/a>.<\/p>\n\n\n\n\n\n\n\n

Our goal is to spark an immersive, ongoing dialogue focused on the creative business opportunity over the next three to five years. Already, our conversations with a diverse set of senior industry leaders across the world, representing different disciplines and points of view, have surfaced provocative ideas about the future of marketing, the state of the creative industry and its trajectory of transformation moving forward.<\/p>\n\n\n\n\n\n\n\n

Here are some of the thought-provoking ideas we\u2019ve heard from our partners, including the role of automation and tech-enabled creative, creative effectiveness in the marketing mix, increasing collaboration between brands and creators and the evolving value exchange that people expect from brands.<\/p>\n\n\n\n\n

\n
\"Wendy<\/figure>\nCreativity as antidote to end-to-end-business challenges<\/h2>\n

We forget we\u2019re the only species who communicates through story and that we\u2019ve been storytelling for millennia now, ever since cavemen were etching stories on rocks.<\/p>\n\n\n\n\n\n

Creativity is wired into us. It\u2019s what we seek, how we connect and how we make progress. I can\u2019t imagine that it will be anything but dominant in our go-forward future.<\/p>\n\n\n\n\n\n\n\n

There is not one discussion I have these days where the word \u201ctransformation\u201d doesn\u2019t come up, and, typically, it\u2019s in the context of data and digital transformation. Similarly, there isn\u2019t one conversation where building experiences and loyalty out of first-party data doesn\u2019t come up. The same is true for sustainability, conscious consumerism, circular economies and the notion of total commerce \u2014 that we\u2019re always shopping all the time.<\/p>\n\n\n\n\n\n\n\n

If you pick apart these topics, creativity will be the solution across all of them. I do think that\u2019s assumed sometimes and not always stated. But if we are going to make sure that we get to the best ideas and the right outcomes, we have to be explicit, intentional and constant about pulling creativity through as the solution to end-to-end business challenges.<\/p>\n\n\n\n\n\n\n\n

I would also say to any client that I have the great opportunity to engage with: Creativity in looking through your business isn\u2019t just how new business models are created or how pernicious challenges are stared down. It\u2019s also how we move forward as humans and as a society.<\/p>\n\n\n\n\n

\n
\"Marc<\/figure>\nCreativity and craft become X-factors<\/h2>\n

The starting point for creative work has always been, \u201cWhat\u2019s the idea behind this particular story you\u2019re telling or the campaign or game you\u2019re creating? What\u2019s the idea that\u2019s going to really embed in people\u2019s minds and connect with their hearts?\u201d So the question of whether or not you can reach people in a way that they feel good about or that resonates with them isn\u2019t new.<\/p>\n\n\n\n\n\n

What\u2019s new is where the bar is for what can be considered superior brand communications.<\/p>\n\n\n\n\n\n\n\n

Here\u2019s where that bar is now: Create irresistibly superior experiences across the product, the package, the communication, the retail execution and the value. The next era \u2014 where creative content and commerce are combined \u2014 is going to be a huge transformation in business and it\u2019s going to come very rapidly.<\/p>\n\n\n\n\n\n\n\n

I think there will be a surge of creativity that combines advertisers and creators. They will find different ways to work together to create content that organically and authentically connects brands with the people they serve. Not in a product placement-type of clunky way but in some other way. This means that the creativity and craft that have always been major factors in our business will become even more important in the next several years.<\/p>\n\n\n\n\n\n\n\n

It also means we must be able to use data to enhance our creativity. To date, using data has been much more about reaching as many people as you possibly can. That\u2019s necessary and we also must move to using data to reach people in a way that creates a good experience for them.<\/p>\n\n\n\n\n

\n
\"Liz<\/figure>\nMore personal, less personalized customer experiences<\/h2>\n

Any consumer touchpoint is an opportunity to do something creative and to be interesting.<\/p>\n\n\n\n\n\n

No consumer is out there saying, \u201cI can\u2019t wait for the next ad!\u201d So the value exchange from a consumer standpoint is: What are we doing to make sure the brand or the messaging or the experience is somehow enriching their lives, in any way possible? Why will they care?<\/p>\n\n\n\n\n\n\n\n

The experience should be seamless. It should feel invisible and it should feel like, \u201cWow! They get me and I didn\u2019t even have to use my name.\u201d<\/p>\n\n\n\n\n\n\n\n

I love what that can mean \u2014 a whole consumer experience that is more personal and less personalized. But I don\u2019t think anyone has cracked it yet.<\/p>\n\n\n\n\n

\n
\"Jon<\/figure>\n<\/h2>\n

From personalization at scale to empathy at scale<\/p>\n\n\n\n\n\n

Pivoting to empathy at scale was essentially a correction of something that we got wrong at first. Our approach used to be, \u201cHey, we\u2019re going to use all our CPG genius to segment upfront, and then we\u2019ll create an idea for it.\u201d<\/p>\n\n\n\n\n\n\n\n

But when you bring all your segmentation into a creative brief and say, \u201cHere are 15 segments that matter. Now go create ideas,\u201d what you get from the process is a series of ideas that don\u2019t necessarily add up to a bigger concept.<\/p>\n\n\n\n\n\n\n\n

So we pivoted \u2014 from personalization at scale to empathy at scale. We started with the big idea and then used personalization to figure out how to unlock empathy.<\/p>\n\n\n\n\n\n\n\n

At the beginning, there were a lot of things we didn\u2019t know, like how to build a production model to create that volume or how to source the data to do it. But we intuitively knew that the approach was right.<\/p>\n\n\n\n\n\n\n\n

There was a key line in our strategy: \u201cWe don\u2019t personalize to scale the number of our ads; we personalize to unlock empathy.\u201d By thinking about empathy and patterns of empathy, we got to a much higher level of personalization. And we got away from \u201cgroup personalization\u201d based on weather, sports scores or demographics. This unlocked better results that we can see quite clearly.<\/p>\n\n\n\n\n\n\n\n

Our personalization work delivered 20% higher ROI. But our empathy-at-scale work that followed empathy patterns delivered results that are orders of magnitude higher than that.<\/p>\n\n\n\n\n\n\n\n

Fundamentally, you have to believe that this kind of personalization through empathy has to work. And, as the world becomes less homogenous, the question really becomes: How far are we from the point where this is just how we do marketing?<\/p>\n","protected":false},"excerpt":{"rendered":"

The global brand and marketing industry is in the throes of rapid transformation, one where creative is poised to be the last unfair advantage.<\/p>\n","protected":false},"author":7,"featured_media":4121,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-4120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\n4 Industry Leaders on What\u2019s Next for Creativity | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/4-industry-leaders-on-whats-next-for-creativity\/4120\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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