Discover the future of creativity, according to four industry leaders

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Mailine Swildens is Director of Creative Works at Google EMEA. Her group led the Open Creative Project, an international survey and in-depth analysis of the future of creativity in which technology experts, consultants, and marketing and communications professionals were given a platform to share their perspectives. In today's publication, you can see the conclusions that she believes will be the most important and the next movements that will change the creativity industry. Creativity is about to become the defining characteristic in the global branding and marketing industry, which is going through a period of transition. Because of this need, Google started the Open Creative Project in partnership with several industry heavyweights such as Contagious, Benedict Evans, Bain & Company, and many others in the fields of creativity and marketing. Over the next three to five years, we want to maintain an open and in-depth debate about the possibilities of the creativity industry. Interesting insights into the future of marketing, the current status of the creative business and its potential transformation were the result of Google's interactions with executives around the world from diverse disciplines and with different points of view.

See what Google partners have to say about the impact of automation and technology on creativity, the value of creativity in the marketing mix, the growing popularity of partnerships between brands and creators, and the changing nature of consumer expectations. All company problems can be solved with creativity It's easy to lose sight of the fact that, for millennia, man has been telling stories alone, and that these stories were carved into rock in caves. For Wendy Clark, Global CEO of Dentsu International, creativity is ingrained in us; It shapes our pursuits, our relationships, and our Industry Email List development. Swildens doesn't see a day in the foreseeable future when this isn't the norm. According to the professional, the phrase “transformation” appears daily in all discussions and always in the context of data and digital change. The challenge of how to create experiences from your own data and leverage it to attract consumers is also a recurring topic. “The same goes for sustainability, conscious consumption, circular economy and the concept of total commerce, as we are immersed in a continuous shopping experience”, considers Clark. For her, creativity is the answer to all these problems, as we will discover if we analyze them one by one. Wendy says she feels this is implicitly understood, but often unspoken.



Debating openly and intentionally, as well as being consistent in using creativity as a solution to any business situation, is essential if we want the best ideas to emerge and the desired results to be achieved. Furthermore, she takes the opportunity to remind all clients that using creativity is the key to personal and social progress, and to creating new business concepts or overcoming complex problems. Creativity and ingenuity are decisive factors The question “what is the concept behind the story you want to tell”, “what is the idea behind the campaign” or “what game is being made” has always been the starting point of every work and creative process, according to Marc Pritchard, brand director at Procter & Gamble. The idea that will really impact the consumer. It's not a new concept to wonder if there is a way to connect with customers in a way that truly resonates with them. The uncharted territory we are trying to explore is seeking out what constitutes a top-notch marketing and advertising method. Therefore, to differentiate yourself, you must provide customers with superior products, packaging, communications, sales, and overall value. For the expert, an entirely new era in which artistic expression and commercial activity merge ushers in a period of profound changes for the corporate world.