One of the most interesting seminars of the day saw Herman Vaske, Director – Herman Vaske, speak on the need to be creative in order to be efficient. Vaske observed that innovation and efficiency were the main drivers of this year’s developments. The panel included Matthias Ehlrich, CEO, United Internet Media; Paul Lavoie, Co-Founder, Taxi and Tom Ajello, Founding Partner, Poke.
Vaske had a film set for the seminar that included creatives and views from some of the leading digital creative practitioners from organisations like Taxi, Poke, The Barbarian Shop, M&C Saatchi and Pilot amongst others.
His panel members came on the stage at different points in the seminar, to elucidate on various factors that spoke on what digital creativity signified for the communications domain, and how best it could be used.
Ehlrich explained that in the online business, one would see more synergies between digital and creative. He said, “There are various means via which you can reach the smallest common denominator, and you are able to deliver very specifically to a carefully selected target audience. As a creative, one has to use this freedom. It is one of the big advantages of online.”
Lavoie spoke more on the technology aspect, and elaborated that for digging deep into the potential of online, and what can be done to execute a creative idea in this domain, it was important for one to understand technology.
One of the other points that came from the seminar was that it made more sense to start with what the consumer brand experience should be rather than the awareness of the brand itself. If you don't do sympathetic and relevant advertising, it is wasted.