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The Science of Creativity - Robert Senior - Marketing Pioneers 2013

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The Science of Creativity - Robert Senior - Marketing Pioneers 2013

  1. 1. The Science ofCreativityRobert SeniorMarketing Pioneers, Amsterdam, January 2013
  2. 2. ERA OF NEW
  3. 3. AGE OF NOW
  4. 4. ERA OF NEW AGE OF NOWATTENTION PARTICIPATIONINFORM INSPIREINTERRUPTION INTERACTIONRETURN ON INVESTMENT RETURN OF INVOLVEMENTGENERATE TRANSACTIONS CREATE MOVEMENTS_
  5. 5. 3 QUESTIONSOF ANYTHING WE CREATE
  6. 6. DO I WANT TOEXPERIENCEIT AGAIN?
  7. 7. DO I WANTTO SHARE IT?
  8. 8. DO IWANTTOIMPROVEIT?
  9. 9. A VUCA World Volatile Uncertain Complex Ambiguous
  10. 10. VUCA Through TheCreative LensVolatile VibrantUncertain UnrealComplex CrazyAmbiguous Astounding
  11. 11. “Who will win the Battle of Ideas? West versus East?Young versus Old?” Robin Bew Editorial Director The Economist Intelligence Unit September 2012
  12. 12. “What is needed is nothing short of moving voters and markets from a mood of self fulfilling pessimism toone of confidence in the future. So far leaders have failed this task.” Source: The Financial Times
  13. 13. Palestine & Israel Blood RelationsBlood Relations (ISRAEL)
  14. 14. “You cannot connect the dots looking forward, you can only connect them looking backwards. So you have to trust thatthe dots will somehowconnect to your future” Steve Jobs
  15. 15. BGH Air ConditionersDads in Briefs & Friends (ARGENTINA)
  16. 16. BGH MicrowavesPillaf & Calabaza (ARGENTINA)
  17. 17. IDEAS THROUGH THE PRISMOF HOPE AND OPTIMISM
  18. 18. Norte BeerPhotoblocker Case Study (ARGENTINA)
  19. 19. NZ TelecomFather & Son (New Zealand)
  20. 20. ROBERT SENIORAmsterdam, January 2013

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