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 …

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