​ADMA: In the age of data and technology, is creativity dead?

ADMA global forum panel discussion

The role of creativity in an increasing tech and data-driven world was one of the topics discussed at the ADMA global forum last week, with the overwhelming response being that creativity and storytelling is more important than it’s even been.

In a panel session including Alexander Meyer, CMO, The Iconic; Andy Lark, CMO, Foxtel; Jamie Skella, chief product officer, Horizon State; Lisa Ronson, CMO, Tourism Australia; Tim Hodgson, chief commercial and marketing officer, Invictus Games; and Victor Milligan, CMO, Forrester, each answered the question of whether creativity is dead.

“No way is creative dead,” Ronson said. “Creative is the most important thing there is—it drives businesses forward, it drives innovation, and it engages people.

“At the end of the day, we’re human, and we want to be engaged emotionally. And when you look at the data, those organisations with the highest creativity scores delivered the most business growth and higher financial returns than those that didn’t.

“I would argue it’s more important today than it’s ever been, and if you’re not thinking creatively about connecting with consumers, your business and brand will die.”

Ronson went on the say that while data and personalisation is important, no one is going to want to get personal with a brand if they hate the brand.

“They are not going to engage. Emotional connection with brand is very important, and creativity is the way to do this,” she said.

Milligan added it’s not about creativity for the sake of it, it’s very savvy creative based on what brands know about that customer that really shines.

“The CMO now needs to lead a whole-brained organisation and must be fluent in technology and data, as well as creative. We must reclaim the mantel of storytelling—because storytelling has dropped off as a priority lately—so people feel there’s some relationship to form with you,” he said. 

Skella said technology is a product of creativity, and enables greater creativity. “It’s cyclical,” he said.

Meyer agreed, adding he saw convenience being commoditised as a result of technology.

“The brand purpose, the power of brand, and the power storytelling, will be the key differentiator for the business. We need to work out how can we meaningful in a space that is transactional, how can we go up in the funnel and go beyond the sell.”

Ronson concluded by saying marketers sometimes run too fast at shiny new technology.

“We get too distracted with AI and AR and VR. Use the data to understand who your customer is, what their barriers are, and how to connect with them. Go back to the consumer always, and focus on the fundamentals of marketing, they haven’t changed, and they won’t change.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu     

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in