In January 2017, I had the honour to give a lecture to a class of brilliant postgrad students attending the MA programme in Digital Humanities. I covered the subject of creativity in the Digital Era (Anno Digital - AD), in comparison to the era of traditional media (Print, TV, Radio). Should you wish to use any of the slides, please contact me with a written request.

1. Creativity Matters
From broadcast to microcast

2. Villy Devlioti
Senior Social Strategist @ BMB - bmbagency.com
CMO, Co-founder @ We Are Social Media - wersm.com
MEng Computer Engineering, 2008

3. creativity
kriːeɪˈtɪvɪti/
noun
1. the use of imagination or original ideas to
create something; inventiveness.

5. Creative: Who can be one?
COPY
verbal or textual content
compelling and persuasive content
ART
Visual context
Branding schemes and visual cues
Creative nucleus

6. Channel distribution
Media
Buying

7. Channel distribution
Media
Buying

8. BEFORE DIGITAL (BD)

9. ANNO DIGITAL (AD)

10. Channel distribution
Media
Buying
Organic
Diffusion

11. More Channels, More
Information,
Same Pool of Users

12. Who Wins? Creativity Wins!
_Sort of_

13. creativity
kriːeɪˈtɪvɪti/
noun
1. the use of imagination or original ideas to
create something; inventiveness.

14. creativity
kriːeɪˈtɪvɪti/
noun
1. the use of imagination or original ideas to
create something; inventiveness.
AND DATA

15. Why Data?

16. Channel distribution
Media
Buying
Organic
Diffusion

17. Channel distribution
Media
Buying
Organic
Diffusion

18. With Data You Can...
● Target those who are really interested in your product
● Create clusters of two way conversation
● Trace affinity groups and patterns to grow audience strategically
● Close the loop between consideration and acquisition

19. Data
To Micro-cast
Creativity
To create experiences

20. Who can be a creative?
*Those who can parse and understand data and create the relevant experiences

21. COPY
verbal or textual
content
compelling and
persuasive content
SEO / blog content
Social media
content
Creative: Who can be one?
ART
Visual context
Branding schemes
and visual cues
UX / UI
Animations and
Data visualisations
TECHNOLOGY
Platforms and Apps
AR/VR spaces
Wearables
Connected
Environments
MEDIA
Content formats
User / Behaviour /
Channel journeys
Retargeting

22. Technology
Art
Media
Copy
The Sweet Spot

23. Fine Examples

24. https://www.youtube.com/watch?v=CWClyQkA32s

25. https://www.youtube.com/watch?v=p2nSECWq_PE

27. https://youtu.be/eHC5pb_ptGM