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 this year, we're asking all the jurors for their thoughts on the future of creativity—in 60 words or less.
We start today with Debbi Vandeven of VMLY&R, Malcolm Poynton of Cheil Worldwide, Merlee Cruz-Jayme of Dentsu Jayme Syfu, Tobias Ahrens of Scholz & Friends, and John Mescall of McCann Worldwide.
Also, see the earlier responses in this series here:
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 4)
The Future of Creativity, in 60 Words or Less (Part 5)
Global Chief Creative Officer, VMLY&R
As channel options and ways to engage with consumers continue expanding, we'll need to be more curious as creatives. Looking for inventive ways to tell brand stories will be key. In the best cases, we'll be able to make the world a better place by inspiring human connection and crafting campaigns, content, platforms and experiences that solve problems for people.
Global Chief Creative Officer, Cheil Worldwide
Advertising used to simply flog stuff.
Advertising used to rank alongside used car salesmen. (Yep, mostly they were "men.")
Advertising used to be about consumption.
Advertising is now reshaping consumption and societies.
Advertising is now as powerful as many governments.
Advertising is now about moving people to buy, act, participate and, sometimes, to not buy.
Advertising's never looked so good.
Chairmom and Chief Creative Officer, Dentsu Jayme Syfu
The future of creativity belongs to the brave.
They develop innovation for humanity, not for commercial gain.
Analyze data to identify consumer needs, but use the heart in reaching out to them.
Engage people with content in unexplored formats, breaking all media rules.
Create solutions to world problems despite unpopular following.
Push diversity in hiring and creating to celebrate culture-changing ideas.
Managing Director, Creation, and Partner, Scholz & Friends
As products become more and more similar, it's up to the brand to make the difference. I firmly believe our industry will no longer be focused on communicating certain product attributes, but on helping brands behave like a true friend of the consumer—someone we like to have around us because they know what's important and relevant to us.
Global Executive Creative Director, McCann Worldgroup
The future of creativity will be the fight to preserve humanity in the face of technology, efficiency, productivity, algorithms and artificial intelligence.