From being a custodian of behaviour to tech curator, advertising may soon lead the creative industry
Creativity is first nature to people and as humans have evolved, so has creativity.
By ET Bureau |
Agencies
Advertising industry has the prerogative to include technology in its DNA, to stay honest to its job and client partners.
Saurabh Varma, CEO, Publicis Communications, South Asia shares why he believes advertising will always be the most creative industry.
Industries evolve, often at a rapid pace. How has the role of advertising evolved in this new world order? Creativity is genetic and therefore everlasting. Advertising is creativity moulded to deliver business results. So, as far as people and businesses continue to exist, advertising has a future. What has disturbed the dynamics is the accelerated change in human behaviour brought by technology. Advertising has found itself grappling with, and to a large extent, playing catch up to this change.
The industry has been pushed to transform itself from being just behaviour custodians to becoming technology custodians as well. While the ‘why’ remains the same, it’s the ‘how’ and the ‘what’ that have changed. We have already seen a tempering of the doomsday narrative with a more balanced view on this change. Data and technology should have been enough, but prophets are realising it’s not as simple. Apart from privacy and over-exposure, the truth remains that humans are a magical combination of two halves of a brain and hence the narrative is of integration and not replacement.
With technology taking centre-stage, is creative thinking alone the ticket to success?
Creativity is first nature to people and as humans have evolved, so has creativity. Technology is the output of human creativity and hence they are inseparable. There is new excitement around technology but that can’t make creativity redundant. As the original guardian of creativity, advertising has the prerogative and responsibility to include technology into its DNA, else they won’t be honest to their jobs and client partners. So, once again, it’s not either-or thinking that’s going to benefit anyone. It’s in everyone’s interest — clients, technologists, creative folk and consumers that creativity and technology integrate. Else, everyone’s going to struggle.
Saurabh Varma, CEO, Publicis Communications, South Asia shares why he believes advertising will always be the most creative industry.
Industries evolve, often at a rapid pace. How has the role of advertising evolved in this new world order? Creativity is genetic and therefore everlasting. Advertising is creativity moulded to deliver business results. So, as far as people and businesses continue to exist, advertising has a future. What has disturbed the dynamics is the accelerated change in human behaviour brought by technology. Advertising has found itself grappling with, and to a large extent, playing catch up to this change.
The industry has been pushed to transform itself from being just behaviour custodians to becoming technology custodians as well. While the ‘why’ remains the same, it’s the ‘how’ and the ‘what’ that have changed. We have already seen a tempering of the doomsday narrative with a more balanced view on this change. Data and technology should have been enough, but prophets are realising it’s not as simple. Apart from privacy and over-exposure, the truth remains that humans are a magical combination of two halves of a brain and hence the narrative is of integration and not replacement.
With technology taking centre-stage, is creative thinking alone the ticket to success?
Creativity is first nature to people and as humans have evolved, so has creativity. Technology is the output of human creativity and hence they are inseparable. There is new excitement around technology but that can’t make creativity redundant. As the original guardian of creativity, advertising has the prerogative and responsibility to include technology into its DNA, else they won’t be honest to their jobs and client partners. So, once again, it’s not either-or thinking that’s going to benefit anyone. It’s in everyone’s interest — clients, technologists, creative folk and consumers that creativity and technology integrate. Else, everyone’s going to struggle.
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In Pic: Mozart (L) and Cristiano Ronaldo (R)
(Image: britannica.com, AFP)
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