Technology and creativity – the dilema…

All the industry seems to be able to talk about at the moment is how creativity and technology merge, interact, integrate…whatever advertising word you choose for the coming together of two things. The question in some form or another is usually how do you inspire creativity through technology? Or how can technology direct the early stages of creative thinking?

I just dont get whats so sodding hard about it all. The industry is struggling because of neglect. Neglect of agencies to adapt, train and drive forward those with technical knowledge because they don’t have the right understanding of insight or message or proposition (supposedly). Anyone with technical knowledge is still asked about Facebook apps and building a website which is bollocks. When will people start to wake up and realise the people who understand technology (or digital technology specifically) are the ones plugged into how the consumers want to engage and experience* a brand more than a planner or creative could ever be (unless they have an active interest in technology).

*Yes experience not be shouted at.

That isn’t to say the planner or creative are lesser people, absolutely not these two roles I think are the most important in any agency but without someone to spark the idea of linking Instagram API with the new Facebook Timeline App Installs and then leverage Pinterest to support this activity you will not achieve a well rounded and engaging idea.

The walls are coming down that much is true but what I do see is the likes of RGA that have placed technology at the heart of all they do and getting their hands dirty. They aren’t saying development is to be outsourced its a necessity to them and so it should be all integrated agencies. No wonder they are creating amazing ideas and experiences.

I then see the likes of Wieden + Kennedy who stopped talking about integration 4 years ago and just got on with it developing ideas like the KAISER CHIEFS’ BESPOKE ALBUM CREATION EXPERIENCE. A simple idea, executed well to break the industry convention for album launches. No wonder it has been so effective.

And I am not alone in this way of thinking the great John Hegarty made a point in a talk at the Technology Frontiers conference that I think is sums up the current dilema for agencies and getting the great creative ideas I know we all create out into the wide world and it begins with a C.

“Our clients would love what I did to be a science. Sadly there is a moment when they have to make a leap and that’s when they shit themselves,”

A LEAP OF FAITH….

That’s all it takes. A leap of faith. Some balls and belief in the amazing people trying to do good by your brand, product and service also wouldn’t go amiss.

www.hegartyonadvertising.com/

LEGEND!!!