The new creative toolkit - Part 1 - Data
This is the first in a series of posts that explore the new creative toolkit.
It is clear that brands now exist in a world with a growing number of communication and media channels. Each mutation of channels presenting new creative communication opportunities for creative teams that are skilled in the use of the toolkit.
Words and pictures were the original tools in the toolkit, working well for the broadcast media of the time. These were enhanced by William Bernbach in the '60s who had the insight to join these two skills together therefore creating the copywriter/art director teams which became the de facto model.
We fast forward to the late '90s with the introduction of the Web when we gained a new tool, interactivity, a tool that the majority of traditional agencies found difficult to get their creative teams to learn or to collaborate with interactive specialists, whilst the young digital agencies adopted it as their own and showed brands how powerful it could be.
Today, things have got a whole lot more interesting, we have three new tools that enable us to craft creative concepts; data, location and time. And agencies are again finding it difficult to get their creative teams to learn or collaborate with specialists who are skilled in these new tools.
To illustrate the use of these new tools I've looked at various case studies over the last few years. Some are well known others are not, some had large budgets others did not. Most case studies have used multiple tools however they have a dominant one.
The data tool is alien to most traditional creatives as it can be seen as cold, sterile and intangible. However it is a very powerful tool and increasingly so, as more and more of our daily activities take place via digital platforms leaving a data imprint, the sea of data that can be mined and used to craft creative concepts is mind-blowing.
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