IMC 2019 LINE UP
Creativity, culture + technology
In this fireside chat, Steve Vranakis answers quite a few important questions including, can data and creativity combine to foster a new connection to our roots, our past, and everything that is shaping Greek culture right at this moment.
Advertising, Culture and Sustainability
How are we handling the impact that advertising has on local and global culture?
What is our responsibility as communicators for building a sustainable society?
Beyond the impact of data on creativity is the impact we are having on the world and our environment.
A creative on a date with data
Was there ever a point in time when people weren’t mining and using information to inform their decisions and problem-solving process? I am planning to take you on a date with data trying to understand why, if it unequivocally underpins everything we do, data has created so much tension in the creative industries. Is data dictating creativity or is it a key driver for emotional, relevant and engaging storytelling? As is the case for every successful date, it takes two to tango. It’s not just creative thinking that needs data, data also needs creative thinking.
The decade of data-inspired creativity
Data has been the most disruptive thing to happen to the creative industries this decade. But with the 2020s just around the corner, what is next? So far, a lot of energy has been spent on increasingly sophisticated measurement, targeting and automation of marketing campaigns. In other words, driving more efficiency. Yet the biggest breakthroughs will come from using data to enable new kinds of ideas. And by using creativity to connect customers with data in ways that are less alarming and more charming.
Busting the influencer myth
How post-influencer culture is driving a new era of inclusive creativity Influencer has fast become one of the most toxic terms in marketing. Traditional media outlets don’t hide their contempt for this new breed of content creator; which has been fast reduced to a caricature of what constitutes an influencer.
Understanding of this diverse landscape of influencers is in danger of getting lost in this backlash. This talk will unpick the new wave of authenticity which lies at the heart of the influencer economy and the implications of the shift towards extreme honesty, from the emergence of ‘artificial intimacy’ to breaking stigma’s surrounding mental health and body image.
It will address how post-influencer culture will impact both brands and consumers and lift the lid on the new creative currency this new breed of content creator will bring.
Innovate by doing the wrong thing
In a world where everybody is focusing on doing the right thing, sometimes we forget to be surprising. This is an exploration of the creative sparks that deliver impact and try to change the world by being naughty, not safe and correct. This is a celebration of the Wild East spirit of this region that has the opportunity to take the world off guard with ideas that can come from the most unexpected places.
Data vs Creativity: Round 2
From the Cold North comes a cautionary tale about what happens when the marketing engine is fueled by the wrong mix of Data & Creativity, creating a systemic imbalance in the understanding of what actually works from an advertising effectiveness perspective.
What is needed is a new way of looking at the optimal combination - a second round of Data vs Creativity.