INNOVATION
vs
CREATIVITY
@saneel | #adwards2014 | latvian art directors club
who am I?
we create
revenue generating
digital businesses
for mature brands
more simply
REVENUE
GENERATION BRAND
BUILDING
DEFINING
INNOVATION
in·no·va·tion
noun ˌi-nə-ˈvā-shən
the introduction of something new
-Merriam-Webster
in·no·va·tion
noun ˌi-nə-ˈvā-shən
the introduction of something new [& relevant]
-Merriam-Webster-Radia
why is it
important?
because of
innovator’s
dilemma
because
companies
like Google are
obsessed with it
but why are
ad agencies
obsessed with it?
it attracts & develops
in-demand talent
it attracts & develops
in-demand talent
they tend to fit the model
of what drives innovation
BEING
RICH
BEING
POOR
{very little innovation in the middle}
they tend to fit the model
of what drives innovation
BEING
RICH
BEING
POOR
APPROACHING
INNOVATION
simplify
problems
Navajo Codetalkers
Amplituhedron
Bitcoin Blockchain
combine
unrelated fields
Eastgate Building
Goldcorp Challenge
Cronuts
maximize
other people’s
skills
LEGO Cuusoo
Local Motors
simplifying problems
combining fields
+ maximizing people’s skills
= SOUNDS A LOT LIKE
A CREATIVE DIRECTOR
cre·a·tiv·i·ty
noun ˌkrē-(ˌ)ā-ˈti-və-tē, ˌkrē-ə-
originality, progressiveness, or imagination
-Merriam-Webster
innovation vs
creativity
• Innovation requires creativity
• Lately innovation has more resources
• It has to leave the lab...
what creative
directors need
• Financial partners to quantify opportunities
• Access to deep expertise in other fields
Greatest Good
creatives
+ new resources
= new & relevant client
opportunities
!
creatives
+ new resources
= new & relevant client
opportunities
!
= AGENCY INNOVATION
Innovation vs. Creativity
Innovation vs. Creativity
Innovation vs. Creativity
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Innovation vs. Creativity

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Advertising agencies are obsessed with innovation. They also have one of the most unique sets of creative talent of any industry. Yet the creative department is the most suspicious of "innovation" of any group at the agency. Could it be that actually Creative Directors hold the keys to converting ad agencies into what so many desire: innovation partners to clients?

(special thanks to @seelydiaplay for presentation design help)

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Innovation vs. Creativity

  1. 1. INNOVATION vs CREATIVITY @saneel | #adwards2014 | latvian art directors club
  2. 2. who am I?
  3. 3. we create revenue generating digital businesses for mature brands
  4. 4. more simply REVENUE GENERATION BRAND BUILDING
  5. 5. DEFINING INNOVATION
  6. 6. in·no·va·tion noun ˌi-nə-ˈvā-shən the introduction of something new -Merriam-Webster
  7. 7. in·no·va·tion noun ˌi-nə-ˈvā-shən the introduction of something new [& relevant] -Merriam-Webster-Radia
  8. 8. why is it important?
  9. 9. because of innovator’s dilemma
  10. 10. because companies like Google are obsessed with it
  11. 11. but why are ad agencies obsessed with it?
  12. 12. it attracts & develops in-demand talent
  13. 13. it attracts & develops in-demand talent
  14. 14. they tend to fit the model of what drives innovation BEING RICH BEING POOR
  15. 15. {very little innovation in the middle} they tend to fit the model of what drives innovation BEING RICH BEING POOR
  16. 16. APPROACHING INNOVATION
  17. 17. simplify problems
  18. 18. Navajo Codetalkers
  19. 19. Amplituhedron
  20. 20. Bitcoin Blockchain
  21. 21. combine unrelated fields
  22. 22. Eastgate Building
  23. 23. Goldcorp Challenge
  24. 24. Cronuts
  25. 25. maximize other people’s skills
  26. 26. LEGO Cuusoo
  27. 27. Quirky + GE
  28. 28. Local Motors
  29. 29. simplifying problems combining fields + maximizing people’s skills
  30. 30. simplifying problems combining fields + maximizing people’s skills = SOUNDS A LOT LIKE A CREATIVE DIRECTOR
  31. 31. cre·a·tiv·i·ty noun ˌkrē-(ˌ)ā-ˈti-və-tē, ˌkrē-ə- originality, progressiveness, or imagination -Merriam-Webster
  32. 32. innovation vs creativity • Innovation requires creativity • Lately innovation has more resources • It has to leave the lab to be innovation
  33. 33. what creative directors need • Financial partners to quantify opportunities • Access to deep expertise in other fields
  34. 34. Greatest Good
  35. 35. creatives + new resources = new & relevant client opportunities !
  36. 36. creatives + new resources = new & relevant client opportunities ! = AGENCY INNOVATION
  37. 37. THANK YOU@saneel google.com/+finch15 #adwards2014 latvian art directors club

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