Home >> Marketing >> Article

Imagination and creativity are the new weapons of mass disruption: Eric Cruz at Goafest

10-April-2017
Font Size   16
Imagination and creativity are the new weapons of mass disruption: Eric Cruz at Goafest

Eric Cruz, Executive Creative Director at AKQA, spoke at Goafest 2017 about the future of creativity and the challenges that Asian agencies and marketers are facing as the region comes to terms with the changing environment.

Referencing the tsunami that devastated many Asian regions back in 2004, Cruz said that there is a tsunami of change heading towards us. “The future is like it (tsunami); scary, baffling, and unpredictable. We are at what is perhaps the most creative moment in history. Many agencies and companies will die out because of irrelevance but there is also a fear of change,” he said.

He mentioned Pablo Picasso's quote about children; he said the problem was that somehow we unlearn how to be creative when we grow up. He queried whether Asians were any less creative than the West and what caused us to take lesser risks. Talking about the history of the region, he noted that this was not always the case.

According to Cruz, certain factors are now stopping Asians from achieving their complete potential in the creative fields. These include the social system prevalent in Asia. “Most of us subscribe to a Confucianist hierarchy wherein age-old wisdom trumps curiosity and creativity,” he said. Other factors include religion, lack of critical thinking, obsession with academics, less dialogue due to presence of a number of languages, Asians being more insular and introverted, etc.

“The law of accelerating returns is getting faster and faster. It is getting more and more difficult to predict the future. In 10–20 years, 47 per cent of our jobs will be redundant. Sixty per cent of kids today are being educated for jobs that do not exist. The schooling system has not changed in 250 years since the industrial revolution,” he said.

According to Cruz, since we live in the information age, the currency that everyone wants to control is data. For him, the successful creative thinkers of the future would be those who question everything, destroy hierarchies, challenge the status quo, embrace failures, and invest in chances.

“The world is not static and neither should we be. Always think like you are in the beta stage. Create your own opportunities. Imagination and creativity are the new weapons of mass disruption; transform from a manufacturing mentality to a creative mentality,” he said.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS

In a conversation hosted by COVERGIRL and creative agency Droga5, this session discussed how creators push the boundaries of creativity by giving women the power to define it

The Pandey Khandaan, as promised, was in full attendance to watch brothers Piyush and Prasoon receive top honours.

The Japanese brand plans aggressive entry into Indian TV market