Technology should be seen as tool to take creativity to its heights: Ross Jauncey
Ross Jauncey, Head, Create With Google, speaks on the topic ‘The World of Possibilities’
While the ongoing discussion in the creative world is that the industry is facing its most challenging time in its history with complex client demands, Ross Jauncey, Head, Create With Google, believes that “we have never been in a more amazing time to be in a business of creating ideas.”
At Goafest 2019, Jauncey was speaking on the topic ‘The World of Possibilities’.
“Technology, modern media platforms and all the advancements that we are seeing should be seen as tools to take creativity to its heights and in all new directions. These opportunities need creative people who are willing to march into the unknown and lead the charge,” he said.
Sharing campaigns where brands used the Google canvas, Jauncey laid down themes on how brands re-defined story telling.
The best way for brands to connect with people no longer needs to look like advertising. With the limitations on length of the ad and which medium it is watched on no longer existing, communication has become all about messaging and this can be communicated through thoughts and experiences which can solve brand challenges, he said.
He also commented on how technology has enabled stories to come to life in ways that would never have been imagined before. But all prevalent technologies have still not been tapped by the creative industry, he said. Jauncey added that when brand communication is mixed with technology it can create campaigns that are meaningful for users.
Commenting on the need for brands today to take a stand, he said, “There has been a huge shift in the industry. For a long time brands have been alluring to disruption as a status quo. But recently, we have seen brands taking a stance, and showing the values of the brand are just as important as the products they sell.”
He shared the example of Nike that has seen incredible success with its recent campaign with Colin Kaepernick that has led to consumers having a stronger affinity to the brand than ever before. Other brands too have followed suit by taking a stand on critical issues.
On a final note, he added, “My job is to share all of Google’s capabilities. But creative agencies can show us what are the possibilities. We need you to work with us to get there.”
Create With Google was launched in India last week. The offerings createwithgoogle.com is live in India.
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