CREATIVE SUMMIT VIDEOS
George Lois discusses the origination and development of 27 newly discovered sketches of his classic Esquire covers from The George Lois Big Idea Archives at CCNY.
Cadillac was for many years synonymous with the American Dream. But as consumer tastes and the world changed, that Dream became less well-defined. Find out how Cadillac’s latest campaign captures their view of what inspires today’s consumers and how they’re redefining the luxury market.
Does the Art and Copy team that launched the creative revolution 60 years ago have a future? If not, who will make the stuff that tomorrow’s audience will care about? How will they work and what will their work look like?
Nick Law, Vice Chairman and Global Chief Creative Officer, R/GA, will do his best to answer these questions.
Is technology driving change among humans, or are behavioral changes driving the advance of technology? As we look to the future, we have to consider how cultural shifts, technological advances and the growing desire for immediacy are influencing the future of design. The world’s most disruptive companies credit much of their success to a well-designed user experience. Products that resonate more deeply with an audience ultimately drive engagement. This session will delve into the role of human-centered design in solving problems for the multitasking, multiscreen using Generation Z and how to serve their future needs without knowing what they might be today.
We’re all familiar with the world of advertising and conscious consumer decisions...but what about the subconscious? From the earbud era and streaming services to voice activation and VR, the power of audio is stronger and more critical than ever-- for advertisers to connect more deeply with consumers, and for creatives to reimagine and literally amplify the rich fundamentals of storytelling. Join three industry experts – all creatives, from the agency, the publisher and the startup — as they discuss innovation and the Audio Renaissance. In an increasingly screen-less world, discover storytelling through the surprising psychology of sound.
Social media has given birth to the influencer – with platforms like Snapchat and Instagram expanding the reach of peer-to-peer recommendations and shifting power from the brand to the consumer. How can brands intelligently navigate this landscape without falling victim to the least effective form of influencer marketing there is – pay-to-play? Coltrane Curtis will share insights into why the right influencers exceed celebrities in terms of ROI, why pay-for-play is the wrong approach, and examples of successful influencer campaigns.
Luminaries in the field of VR talk about innovation and the current state of VR in the advertising industry. What does the future hold for VR? How are brands and agencies set up to produce VR content? We'll hear from Christine Cattano of Framestore, Ari Kuschnir of m ss ng p eces, Marc Jensen of space150, and Alastair Green from Team One.
As branded content becomes simultaneously longer (i.e.: brand films) and shorter (i.e.: five second videos that disappear), advertisers are focused on leveraging time as they build for mobile. When time becomes a creative lever a brand can pull, capturing attention at different durations can be a tool advertisers employ on mobile rather than a challenge. In this presentation by Kay Hsu, Instagram creative lead at Facebook Creative Shop, she will discuss best practices for telling big stories within mobile’s many dimensions when playing with time and ephemerality.
Let’s stop talking about the fact that we have diversity issues in our industry and take steps to make it different.
Experiences can make the difference for brands. Just look at the growth of the live music scene, compared to other parts of the industry that continue to struggle. As consumers place more value on doing things and connecting socially, bricks & mortar retail could probably learn a lot from the live music scene. FITCH ECD Alasdair Lennox will argue that it’s time for physical retailers to think a bit more rock 'n roll.
How do brands stand-out and create something that adds to people's experiences on mobile platforms? As Head of The Studio at Pinterest, Alastair Cotterill has balanced pragmatism with creativity and innovation to help brands create ideas that work on Pinterest and ultimately drive results. Hear how consumers are driving the new face of creativity and what that means for brands like yours.
The debate about influencer marketing tends to be binary: Does it work or not? But like any advertising strategy, execution is key. In this talk, Hallie Harris, Managing Director of social media agency Epic Signal, will share best practices she’s learned over 10+ years working in the category, and highlight some easily avoidable pitfalls that have given this medium a questionable reputation.
Join Columbia Records Executive Jennifer Frommer and BBDO New York ECD Danilo Boer to discuss creativity in the music industry vs creativity for brands. Why do artists get away with things brands can't? Is the creative process similar? How is technology and social media advancing the way music can reach different audiences in breakthrough ways?
Creative Week 2017 Sponsors: