CABO SAN LUCAS, Mexico—We're in Cabo this week at judging for the 2019 Clio Awards. To celebrate the 60th anniversary of the Clios, we asked all the jurors to give us their thoughts about the future of creativity, in 60 words or less.
Below are the responses from Jean-Francois Sacco at Rosapark, Lora Schulson at 72andSunny, Peter Iganazi at Cossette, Jesus Lada at Havas Spain, and Reed Collins at Ogilvy Asia.
Also, see the earlier responses in this series here:
The Future of Creativity, in 60 Words or Less (Part 1)
The Future of Creativity, in 60 Words or Less (Part 3)
The Future of Creativity, in 60 Words or Less (Part 4)
The Future of Creativity, in 60 Words or Less (Part 5)
Co-Founder and Chief Creative Officer, Rosapark
We've reached a tipping point. Young creative talents no longer want to work in agencies, ad blocking has never been so prevalent, clients only want to talk about data. It's never been more important to fight for great ideas. Ideas that develop our clients' businesses. Ideas that strengthen the emotional bond between consumer and brand. Ideas that reinvent this profession.
Director of Production, 72andSunny New York
More boundary pushing, entertaining, utility providing, risky work and better use of our platform to drive real, long-lasting change. The future will be a time when all the diverse voices stop being asked just about diversity and we can actually start having a creative conversation from a lot of different viewpoints. Things are going to get next-level exciting, crazy creative.
Global Chief Creative Officer, Cossette
Twenty years separate "If You Let Me Play" from "Dream Crazy." I watched "Play" off a 3/4-inch tape on a 3:2 aspect tube TV. I read "Dream" from Twitter off the computer I carry in my pocket. Yet the effect was the same. The future of creativity is the present is the past: Susan Hoffman. Also, powerful ideas, perfectly executed.
Chief Creative Officer, Havas Spain
It's hard enough talking about the present of creativity, never mind the future. For me, creativity will remain the cornerstone, but not in the way we've understood it for decades. Creatives need to be part of the development of brands, but not just in communication. Brands needs to add creatives to their boards and to every decision-making process they face.
Chief Creative Officer, Ogilvy Asia
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