Michael Wall, Global CEO, Lowe & Partners, shares his thoughts on the ideal fusion of creativity and technology.
He said, “There are multiple examples out there. For us really where we see great service of creativity and technology aligning makes for very powerful multifaceted campaigns. In America the Super Bowl has become a primary example of that where a very traditional mass market forum, predominantly TV based is now using lots more technology as part of that campaign development and built. So whether that’s the VW Dove Spot from a couple of years back to the Oreo Blackout, all of these examples are combining creative thinking and technological capabilities.”
On the question of inclining creative people towards technology, Wall said, “One of things exciting about this fusion of technology and creativity is for creative people it’s very empowering and very liberating. So in a way the issue is about getting people interested in it, we are seeing in our own business with KKT radio station, we are seeing it on things like Lifebuoy here in India where creative thinking applied with technology can create provocative, rewarding, successful campaigns. And when there is success around stuff, it’s a very quick momentum builder and empowerer for the people in agencies and therefore for us I think this fusion of creativity and technology is very liberating and incentivising for our group.”
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