Hunch founder Michael Goldthorpe peers into the boiling cauldron to find out what goes into making creative magic.
Marketing, advertising & media intelligence
Neville Doyle observes that some of the best examples of creativity emerge under the most restricted conditions.
With the advent of automated buying, there's a growing consensus that marketing communications need to be short and snappy. But after walking in on four young creatives huddled around a laptop, DDB chief creative officer Damon Stapleton learnt that longer form storytelling is far from dead.
From the page to the screen and everywhere inbetween: how magazines are morphing into many-tentacled consumer brands
How do you solve a problem like New Zealand? Mike Hutcheson examines the blessing/curse of Kiwi creativity
When former Saatchi & Saatchi boss and ICG executive director Mike Hutcheson decided to do a master’s thesis on New Zealand creativity, he didn’t want to produce an unreadable 60,000-word treatise. Instead he used interviews with four senior New Zealand business leaders – former Saatchi colleague Kevin Roberts, Les Mills International chief executive Phillip Mills, Hobbiton director and ex-Tourism NZ head George Hickton, and Innovation Council chief executive Louise Webster – to put together a 30-minute video examining the paradox that New Zealanders come up with great ideas and largely fail to commercialise them. But the attitude that creates the problem may also be part of its solution, he says.
Lance Walker on the weight of measurement, the importance of exploration and why marketers need to assert their place at the executive table
Newly appointed chair of the Marketing Association Lance Walker recently spoke at Marketing Association Network of Executive Marketers events in both Auckland and Wellington, and shared his views on the evolving role of marketers in the modern industry. In a thought piece based largely on his speech, he talks about why the current trend of marketers placing emphasis on numbers isn't necessarily conducive to effective marketing, why marketers should be exploring rather than exploiting, and how they can become a more prominent—and respected—presence around the executive table.
Damon Stapleton reckons just 15 percent of the 100 or so Super Bowl ads could be classified as any good. And, given the pressure on agencies and clients to produce great work, that's not such a good hit rate. But he believes the idea that being weird is a far greater sin than being average is one of the major reasons.
Yesterday, at the Auckland War Memorial Museum, the Committee for Auckland announced some of the key findings that have been compiled in its latest report called ‘Auckland as a Creative City’. The principle theme delivered during the breakfast event was that “Auckland needs an over-arching strategy to unlock the potential of its creative sectors and grow the economy to make the city more globally competitive.”
Damon Stapleton notes that unhappiness levels in the industry seem higher than usual, and he thinks this might have something to do with the lack of courage among agencies these days. So where did that courage go, and how can it be brought back?
Just because we can doesn’t mean we should: James Mok on the importance of finding the humanity in technology
There’s so much talk about innovation today and at Spikes Asia held in Singapore last week, innovation and technology were overwhelming seminar themes, says FCB's James Mok. But what is the relationship between innovation and creativity? And is innovation always creative? What should come first?
Although no Kiwi agencies picked up a Grand Clio at the 55th edition of the prestigious American Awards show, the list of nine winners in the various categories provide a concise summary of another fantastic year of creativity from across the world. Of all the agencies to pick up one of the big gongs, only Harvey Nichols' 'Sorry I Spent' and British Airways' 'The Magic of Flying' won across more than one category. And There were also several winners that carried their Cannes success across the Atlantic, with Chipotle's 'The Scarecrow' and Volvo's 'Live Test Series' collecting the major gong at the Clios.
As Damon Stapleton wrote recently, the idea is the gift, the award is the wrapping paper. His employer, DDB Group, shares this philosophy and, in a rather earnest video that showcases some of the best ads ever made, it gives 'the idea catchers' a pat on the back and attempts to prove Bernbach's quote about creativity being the most powerful force in business correct.
The traditional PR model may be eroding, but PR agencies and corporate comms teams still serve an important business function, says Kelly Bennett.
There will be no Lions awarded to Kiwi agencies in the Innovation category at this year's Cannes Festival of Creativity, as it was revealed that all three entrants from New Zealand failed to make the shortlist.
Stock imagery is sometimes criticised for presenting little more than over-used clichés, which offer little in the way of original brand representation. So, in an effort to illustrate that this criticism doesn't apply to its offering, Getty Images has just released a new video montage that showcases the broad range of imagery across its catalogues.
The ad industry often seems like a young man's game. But there's no substitute for experience, as renowned copywriter Paul Burke wrote recently. And, if you're wondering when you'll come up with that brilliant product innovation, that revolutionary campaign idea or perhaps that long-awaited solution to the world's energy needs, turns out you might have to wait a while.