What's Next: Creativity as Language

Technology has put creativity and communications on everyone's radar. Without creativity there would be no Instagram feeds, no viral memes, no Netflix binge-watching and no new business disruption in nearly every field of human endeavour.

But, at the same time, creative agencies are being criticised, and advertising budgets are being slashed.

1. Powered by
What’s Next:
Creativity as
Language

2. Creativity is
a language
June 6th 2019

3. Creativity is
a language
June 6th 2019

4. Why?

5. “ We sell or else”

6. “ We sell or else” To

7. “ We sell or else” To
business
numbers
finance
black and white

8. precision marketing
programatic
replicable model
data driven
transactional data
contextual
best practice
personalisation at scale
geotargetting
optimization
creativity

10. Market economy defines a vocabulary and a syntax
and acts on words; it defines a new language that’s
sacred and cryptic, which needs evangelists and
technicians to decipher, translate and comment on it.
“
”
MEMO FOR THE NEXT MILLENNIUM RICARDO PIGLIA

11. YouTube 8% Facebook 2% Online Video 9% Subsc. VoD 4% DVD 4% VoD 4% Playback TV 11% Live TV 59% DVD 9% Online video 1% Live TV 90% 2005 2017
Source: Touchpoints Study (2017)
Media fragmentation has increased

12. Source: Magna Global 2017
Media spend has increased

13. Source: Ehrenberg-Bass Institute
84%
of communications may be wasted
Risk has increased

14. The attention span of a goldfish is 9”

15. 2d 15h 30m 2d 14h 1d 23h 40m

16. 5h15m

18. x x x o x

19. 47%

20. Creativity Reach Brand TargettingRecency Context
47%
22%
15%
9%
5%
2%
Source: Nielsen Catalina Solutions (2017)
Contribution to sales lift from advertising

21. What's in a name? That which we call a rose
by any other name would smell as sweet.
(II, ii, 1-2)
JULIET:

22. creative

23. creative| kri'ei.tiv |
adjective
1. Producing or using original and unusual ideas

24. creative
noun

25. creative

26. content

27. content| 'kon.tent |
noun
The ideas that are contained in a piece of writing, 

a speech, a film, a play, etc.

28. content
adjective
| k n'tent |
e

29. content
adjective
Pleased with your situation and not hoping for 

change or improvement.
| k n'tent |
e

30. What's in a name? That which we call landfill
by another fancy name would smell as creative.
(2015-19)
OPPORTUNIST:

31. When you buy 

cheap ideas 

that’s precisely 

what you get.

43. INTELLIGENCE
RECEPTORS
Source: Scott Galloway - The Four

44. (innovation) = creativity

45. (innovation) = creativity
2

46. (innovation) = tech + creativity
2
exponentially e!ective

56. “ We sell or else”

57. Thank you

58. Thank you.