This document discusses how creativity is becoming the most important skill for the future. Automation, neuroplasticity, new platforms, and the ideas economy are driving an "Age of Creativity." Creativity will be needed to solve complex problems and develop new ideas to add value. The relationship between brands and agencies also needs to change to focus more on creativity and products rather than just data and numbers. Overall, the document advocates embracing creativity and working differently to succeed in this new "Age of Creativity."

1. Welcome to the Age of Creativity
#ageofcreativity

2. GOOD NEWS OR BAD NEWS?

6. THE ADVERTISING INDUSTRY IS A
LITTLE F**KED

9. Source: TGI
“Are the ads are as good as the programmes”

10. 74% of 16- to 39-year-olds object
to being singled out by brands in
their social media feeds
Source: Harris Poll

11. A relentless focus on data is
killing creativity

12. And margins are falling

14. HOW MANY OF YOU CONSIDER
YOURSELF CREATIVE?

15. Creativity is the most desired skill of the future
In 2020In 2015
1. Complex Problem Solving
2. Critical Thinking
3. Creativity
4. People Management
5. Coordinating with Others
6. Emotional Intelligence
7. Judgement and Decision
Making
8. Service Orientation
9. Negotiation
10. Cognitive Flexibility
1. Complex Problem Solving
2. Coordinating with Others
3. People Management
4. Critical Thinking
5. Negotiation
6. Quality Control
7. Service Orientation
8. Judgement and Decision
Making
9. Active Listening
10. Creativity Source: World
Economic Forum

17. Four things driving the Age of
Creativity
Automation Neuroplasticity New platforms Ideas Economy

18. 1. Artificial Intelligence

19. “AI is a natural extension of a relentless
pursuit to automate tasks.”
Jerry Kaplin, Futurist

20. “I’d rather have an economy built on
ideas and creativity rather than
routine.”
Kevin Kelly, Wired

21. “When we look at what machines are
capable of doing they have remarkable
abilities. It’s the combination that is the
magic. Watson + humans was an unbeatable
combination.”
Dr John Henny, IBM Watson

22. “I'm not worried about technology
replacing me, I am waiting for it to
release me.”
Andy Sandoz, CCO, Deloitte Digital

23. 2. Neuroplasticity

24. The brain's ability to reorganize itself
by forming new neural connections
throughout life. Quite simply what
you do, impacts how your brain
behaves.

25. Note: Taken from The Biological Power of Push and Pull by Peter Trainor, NEXUS

27. “Calculators will make us dumb.”
My Maths teacher (I think)

29. “If we rely upon writing to preserve our
knowledge, our memory will weaken, and
we will begin to mistake the living truth for
its shadow.”
Plato

30. 3. New platforms

34. 4. The Ideas Economy

36. “We’re now living in an idea economy
where success is defined by the ability to
turn ideas into value faster than your
competition.”
Meg Whitman, Chief Executive Officer, HP

37. We Need to Work Differently

38. 90%

39. "We are busy doing stuff in a futile
attempt to have more time.”
Andy Puddicombe, Headspace

45. “Diversity is the engine of invention.
It generates creativity that
enriches the world.”
Justin Trudeau
Canadian Prime Minister

46. “We are more likely to create solutions
that amaze our customers if our
workforce represents the communities
we serve.”
Antonio Lucio
CMO, HP

47. The brand-agency relationship
needs to change

48. ART BUSINESSvs

49. ART BUSINESS+

50. “There’s something happening. It is the
link between business and creativity. And
the more I work in this business, the more
I think it is less and less number driven
and more and more product driven.”
Marco Bizzarri
CEO, Gucci

51. Creative Super Powers

52. Hacker Maker
Teacher Thief

53. Be Awesome
@weareutopians
@creativesocial
#ageofcreativity