Creative
The Surprising Origins of Our Obsession with Creativity
We tend to assume creativity is a timeless human value. But in fact, creativity has only been a regular part of our vocabulary since the middle of the twentieth century. Its first known written occurrence was in 1875, making it an infant as far as words go. By Samuel W. Franklin
How to Hold Creative Accountable for ROI
The logic that advertisers use to drive their creative decisions doesn't make sense.
AI Partnerships: Looking Beyond the Creative Unions
There is a huge amount of excitement surrounding the latest marketing fixation, AI, and for good reason. It offers a wealth of opportunity, from simple fact-finding hacks through to content creation, most of which professionals are only just beginning to realize.
Macias Creative Welcomes Multicultural Marketing Leader Kimberley McArthur as Chief Growth Officer
Macias Creative, an independent culture-first creative agency, announced the newest addition to their executive team, Kimberley McArthur, who joins as Chief Growth Officer. McArthur is a recognized multicultural and inclusive marketing leader with a distinguished career spanning over two decades within both agency and corporate.
Nostalgia Marketing: A Powerful Source of Emotion
Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it's unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.
ChatGPT is not taking over the world yet, but it may lead to legal trouble [REPORT]
While AI systems can unlock new levels of creativity and acumen, creators, brands and agencies need to be wary of key legal risks – from potential intellectual property infringements to transparency about uses of consumer data – writes the 4A’s Ashwini Karandikar.
New Campaign from The Ad Council and Alzheimer’s Association Encourages Hispanic Communities to Recognize the Differences Between Normal Aging and Early Signs of Alzheimer’s Disease
The Ad Council, in partnership with the Alzheimer’s Association and creative agency Lopez Negrete Communications, launched new public service advertisements (PSAs) “Some Things Come with Age” in an effort to increase early detection of Alzheimer’s and other dementias within the Hispanic community by raising awareness of the early signs and symptoms.
What Is the Extra Round of Creative Costing You?
It's a familiar scenario, something that happens all the time. There's an approved strategy, a brief, and theoretically all the stakeholders in the process should be aligned, but still the clients are sending the agency back to do another round of creative, and another, and another. It's frustrating for everyone, and it's a waste of resources, time, and money.
Innovative Approaches to Measuring Creative Effectiveness
Bain's Cesar Brea and EDO's John Cripps discuss how to understand and optimize new ways of advertising.
Visit San Antonio Teams Up with BeautifulBeast and Mighty Industries to Unleash a Captivating Content Platform
Cross-cultural agency BeautifulBeast has entered into a strategic alliance with Mighty Industries and XALTER to create Mighty Beast. This unit specialized in content and web3 is in charge of the creation and production of 210Plaza, an entertainment platform in the Metaverse for the city of San Antonio. The goal is to attract visitors to the city, highlighting many of the cultural and culinary aspects that are attractive to young adults who like to explore new experiences.
Bursting the Creative Bubble
How to widen your perspective on projects and create deeper connections with your audience
Kanguro Insurance launches Health Insurance Plans for Pets
Kanguro Insurance has officially launched its health insurance plans for pets. With a strong focus on digital innovation and bilingual customer service, Kanguro Insurance aims to modernize the pet insurance industry in the United States.
The Power of Embracing Your Big, Ugly, Monstrous Ideas
As a creative professional or innovator, I totally get it—you've probably cooked up your fair share of Big, Ugly, Monstrous Ideas that you secretly hope will never see the light of day. It happens to the best of us! These are ideas that you might be embarrassed to voice or present, but I hope this article helps you recognize that these Big Ugly Monstrous Ideas hold a transformative power and should not be underestimated or overlooked. By Noel Artiles - Creative Director / Creative Leader
‘The rest of the ad industry is playing a loser’s game’
Author and consultant Michael Farmer talks about ad agency decline, why selling creativity is a cop out, and why introducing AI to advertising is like pouring gasoline on a fire
Sustainability-themed Advertising is Here to Stay
Sustainability-themed advertising has become a prominent and enduring trend, according to a recent study by Nielsen. The report, which uses statistics from Nielsen’s Ad Intel, a comprehensive source of global advertising data, highlights the growing significance of sustainability in advertising, as companies across various sectors prioritize the ecological sustainability of their products and manufacturing processes.
Cannes Wrap-Up [REPORT]
At this year's Cannes Lions Festival, companies around the world helped set the benchmark the future of creativity. The Cannes Lions Official Wrap-Up Report will help you get a head start with the industry's biggest learnings and trends.
Is this really the 3rd age of effectiveness?
I have just watched The 3rd Age of Effectiveness presentations. Kudos to Les Binet, Dr Grace Kite, and Tom Roach for their compelling, empirically-based presentations and the IPA for making those presentations available to those of us not at Cannes. By Nigel Hollis
Generative AI: A Creative Revolution in the Marketing Landscape
Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, and answer questions faster and often more accurately than most people can manage.
Five Cs of Creativity: Lessons from Cannes Lions ’23
The infectious excitement pulsating through the Croisette always revolves around the world's most creative minds. Cannes Lions 2023 did not disappoint — from Lizzo to Spike Lee to a sheer-clad Rihanna, the potential for human creativity galvanized delegates hailing from São Paulo to Shanghai. Creativity is at the core of humanity and here are the Five Drivers of Creativity that I observed during the Festival — Conviction, Challenge, Courage, Clout, Coalition.
Spanish Translation or Spanish Transcreation?
The important difference between Spanish translation vs transcreation
