Cannes Lions and the Era of Creativity 2.0

Unleasing New Skills and Approaches For Maximum Impact

We have been fascinated by this new style of creativity, which has emerged as a powerful fusion of innovative working methods, data-driven insights, boundless creativity, and cutting-edge technology. In today’s challenging marketing landscape, embracing Creativity 2.0 is essential for achieving success. Recently, we had the pleasure of hosting the Creativity 2.0 Flock Forum in the vibrant city of London, where we celebrated and delved deeper into this transformative concept. Join us as we explore the dynamic world of Creativity 2.0 and discover the key insights and trends that are shaping the future of marketing and creative industries.

As the industry gathers to celebrate the pinnacle of creative excellence at Cannes this week, we find it crucial to shed light on the necessary transformations that advertisers must embrace to leverage the power of Creativity 2.0. In a series of blogs, we aim to provide a comprehensive understanding of this paradigm shift by delving deeper into the inner workings of exceptional campaigns. In this article, we will explore the significance of acquiring new skills, establishing effective structures, and adopting innovative approaches to work. Other articles in this series will delve into the evolving roles of agencies and the transformative impact of technology. Join us on this enlightening journey as we unravel the secrets behind successful campaigns and uncover the key ingredients for thriving in the era of Creativity 2.0.

Advertisers need some new skills to develop a Creativity 2.0 capability, but also need to refocus on some “old skills”. Creativity 2.0 needs lots of creative assets, purposefully designed, to create compelling personal customer experiences. This demands a fusion of insightful data, cutting-edge technology, and the ability to deliver awe-inspiring creativity that captivates consumers at every stage of their journey. The new skills encompass the realm of insight, data, and technology, while the traditional skills revolve around the art of creativity. However, a notable number of advertisers have focused solely on acquiring new skills, resulting in a decline in their creative standards. On the other hand, some advertisers have neglected to develop the new skills altogether, clinging to old-fashioned advertising methods in the hopes of sustaining their success. Regrettably, relying solely on traditional approaches will no longer yield the desired outcomes.

The best advertisers have built a future-facing capability framework, conducted a marketing skills assessment, and built capabilities programs to recruit, nurture, and train both new and old skills. To understand what is the best way to house these new skills or what is the marketing organisation design of the future, we’ve previously written about this topic. More specifically with regard Creativity 2.0, it is essential that the CX and insight teams provide spaces and places to play, where brands can win with creativity. The CX discipline is a belief, as much as a structure, but careful thought needs to be given as to how it integrates, across other disciplines. It is also natural that many advertisers look at the business case for in-house agency capabilities for some of the work that is needed. The complexity of Omni channel working has increasingly seen marketing operations functions blooming and flourishing. (See Flock Top Tips for Marketing Operations).

Lastly, some brands like Jaguar Land Rover are appointing their own design and creative leaders and teams to inspire a new standard of internal and external work. This new form of creativity requires agility and cross-channel participation and such agile marketing processes are well suited to develop the work. To thrive in agile marketing, embracing new ways of working is essential. This often entails cultural shifts, increased focus, and unwavering determination. Additionally, agencies must adapt and collaborate seamlessly with advertisers, forming cohesive squads and adopting unfamiliar methods that challenge legacy agency structures. Unfortunately, only a small number of advertisers have explored the advantages of this transformative approach, resulting in a lack of fundamentally different creative outcomes. It’s time to recognize the potential that lies within fundamentally different ways of working and unleash its power to reshape creative products.

At the core, Creative 2.0 presents advertisers with a tremendous opportunity for great returns. However, to truly capitalize on this potential, careful consideration must be given to the skills, structures, and processes that need to be developed. Embracing the transformative power of Creative 2.0 demands a proactive approach to acquiring new capabilities, establishing agile structures, and implementing efficient processes. By doing so, advertisers can position themselves at the forefront of innovation, unlocking unprecedented success in the ever-evolving landscape of creativity and marketing. The future belongs to those who embrace the possibilities of Creative 2.0 and take deliberate steps to cultivate their competitive edge.

If you’d like to know more about Creativity 2.0, how to deliver it or any of our other Marketing Transformation services please contact us using the form below.