CREATIVITY IS KEY...BUT CLARITY IS KING
From bots to artificial intelligence to algorithms and data,
we often get caught up with trends and hype.
In this age of rapid prototyping and by working and living
in beta, is the power of creativity really harnessed by
emerging innovations and tech?
Or is it borne out of a problem that needs solving? A
business problem. A marketing problem. A consumer problem.
. From poor consumer perception to aggressive business
targets right down to Antman-like budgets, this is where
creativity is key.
When there’s clarity of what needs to be solved.
Sure, sometimes the answer could very well lie in the use of
the latest technology . The question to ask though, is, will
it have solved the problem at hand or simply added some
gloss to one of the ‘problem-solving’
deliverables? And sure enough, someone might
say...”What’s wrong? At least the campaign will
have something to talk about.”
And that’s exactly what’s wrong with our
industry. Dramatising our creative solutions when in fact
they have only served as one of the components that
contributes to solving the problem. Why? Because the other
components aren’t ‘sexy’ or creative
enough to be mentioned.
Just as there are many people working in communication from
frontliners to backend developers, problem-solving is the
sum of many parts, many people and ultimately, a collective
We should start out by being very clear and mindful of what
the problem is, and what is it we’ve set out to solve.
And we need to keep reminding ourselves, every step of the
way, to ask those questions even while the work’s
being developed and even when it’s about to roll out.
The problem should always be the root (right up to the trunk
and branches) of our creativity. Never lose sight of that.