IBM

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