The Future of Creativity, in 60 Words or Less (Part 4)

Clio jurors offer their thoughts on what's next

We just got back from Cabo, where we spent two weeks 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. 

Here are the responses from Fernando Machado of Burger King, Lisa Topol of DDB, Pelle Sjoenell of BBH, Ricardo Martin of Unilever, and Jill Cress, most recently of National Geographic. 

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 2)
The Future of Creativity, in 60 Words or Less (Part 3)
The Future of Creativity, in 60 Words or Less (Part 5)

Fernando Machado

Global Chief Marketing Officer, Burger King

In the future, creativity will be all about big, amazing, mind-blowing ideas that change behavior. Oh, wait. That definition also applies to the past. And to the present. Yep. At times people may get confused about how things evolve. But some things are actually simple. And clutter, noise and evolution don't always change the essence of what creativity is.

Lisa Topol

Chief Creative Officer, DDB New York

The future is, I can't pay attention because there's this video of a cute kitty eating a pickle. But like I was saying, cool, a push notification for a sale on things I don't need. Anyhow, great creative needs to distract us from all of our distractions. So it's even more important to be really truly interesting, engaging and entertaining.

Pelle Sjoenell

Worldwide Chief Creative Officer, BBH

There is no future without creativity. It's the only trick we have left as a species. Might sound pessimistic, but it ain't. Because without problems, there is no need for creaivity. No need for what we do. We just need to aim it toward the big ones of today. Racism, sexism, guns, global warming, famine, what have you. Bring 'em.

Ricardo Martin

VP of Beauty & Personal Care & GM Kalina, Unilever Russia Ukraine & Belarus

Data is the new oil, but creativity is still at the steering wheel. Big data's targeting, segmentation and creepiness will only make creativity more important. Being authentic and "talkable" must be at the heart of every great campaign. We must get over the hyperobsession for performance marketing and embrace demand driven by creativity. For the brave, the future is good!

Jill Cress

Former Chief Marketing & Communications Officer, National Geographic

Creativity is inherently human. The future will be shepherded by the creative class who believe great design and powerful stories serve to differentiate their brand. Technology will continue to be a powerful tool to fuel and enable creativity. I am bullish on the power of humans who will leverage machines and other tech to transform creativity. 

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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