Welcome to the age of creativity (Golden Drums)

Welcome to the Age of Creativity

#ageofcreativity

GOOD NEWS OR BAD NEWS?

THE ADVERTISING INDUSTRY IS A LITTLE F**KED

Source: TGI

“Are the ads are as good as the programmes”

74% of 16- to 39-year-olds object to being singled out by brands in

their social media feeds

Source: Harris Poll

A relentless focus on data is killing creativity

And margins are falling

HOW MANY OF YOU CONSIDER YOURSELF CREATIVE?

Creativity is the most desired skill of the future

In 2020In 20151. Complex Problem Solving 2. Critical Thinking 3. Creativity 4. People Management 5. Coordinating with Others 6. Emotional Intelligence 7. Judgement and Decision

Making 8. Service Orientation 9. Negotiation 10. Cognitive Flexibility

1. Complex Problem Solving 2. Coordinating with Others 3. People Management 4. Critical Thinking 5. Negotiation 6. Quality Control 7. Service Orientation 8. Judgement and Decision

Making 9. Active Listening 10. Creativity Source: World

Economic Forum

Four things driving the Age of Creativity

Automation Neuroplasticity New platforms Ideas Economy

1. Artificial Intelligence

“AI is a natural extension of a relentless pursuit to automate tasks.”

Jerry Kaplin, Futurist

“I’d rather have an economy built on ideas and creativity rather than

routine.”

Kevin Kelly, Wired

“When we look at what machines are capable of doing they have remarkable abilities. It’s the combination that is the

magic. Watson + humans was an unbeatable combination.”

Dr John Henny, IBM Watson

“I'm not worried about technology replacing me, I am waiting for it to

release me.”

Andy Sandoz, CCO, Deloitte Digital

2. Neuroplasticity

The brain's ability to reorganize itself by forming new neural connections throughout life. Quite simply what

you do, impacts how your brain behaves.

Note: Taken from The Biological Power of Push and Pull by Peter Trainor, NEXUS

“Calculators will make us dumb.”

My Maths teacher (I think)

“If we rely upon writing to preserve our knowledge, our memory will weaken, and we will begin to mistake the living truth for

its shadow.”

Plato

3. New platforms

4. The Ideas Economy

“We’re now living in an idea economy where success is defined by the ability to

turn ideas into value faster than your competition.”

Meg Whitman, Chief Executive Officer, HP

We Need to Work Differently

90%

"We are busy doing stuff in a futile attempt to have more time.”

Andy Puddicombe, Headspace

“Diversity is the engine of invention. It generates creativity that

enriches the world.”

Justin Trudeau Canadian Prime Minister

“We are more likely to create solutions that amaze our customers if our

workforce represents the communities we serve.”

Antonio Lucio CMO, HP

The brand-agency relationship needs to change

ART BUSINESSvs

ART BUSINESS+

“There’s something happening. It is the link between business and creativity. And the more I work in this business, the more

I think it is less and less number driven and more and more product driven.”

Marco Bizzarri CEO, Gucci

Creative Super Powers

Hacker Maker

Teacher Thief

Be Awesome

@weareutopians @creativesocial

#ageofcreativity