In a new world of re-appropriated resources, emerging mechanical think tanks, processes and algorithms, the digital agencies of the future have sought, at great lengths to digitize the human creative process, while other, more traditional ad agencies of old, are desperately striving to incorporate the digital medium as an adjunct to the time-tested advertising of days-gone-by.
Who has it right? Neither.
The latest thinking that everything in advertising is completely changing, based on the growth of interactive media is inherently flawed. In order to succeed in the new world of advertising, human creativity must not be scorched from the face of digital branding and interactive must not be thought of as merely a cutesy upgrade for traditional marketing.
To succeed in the new age of marketing, agencies must be both human and digital. The creative story must begin at its origins, developed in the mind of it’s human counterparts, but a new framework for the process of that thinking must be inherently different. One that requires much more.
Yes, brands must be romanced metaphorically, but also extended into more than a single snapshot. Brands must tell and become story’s with behaviors, that do more than talk at you. Brands must do more than inform. They must engage, ask questions, challenge, entertain and give you a reason to reengage, again and again.
To accomplish this, the mentality of the “agencies of old” and the “digital agencies of new” must be combined and learn to work cohesively to find the happy medium that translates to all mediums.
The Science Behind the Science
Creativity is developed through the insightful vision in the neural pathways of the viewer. Traditional vision is quickly limited by the brains ability to use schemas and find the path of least resistance. It makes the brain more efficient, enabling it to quickly assess situations, develop solutions to everyday problems, and do it all utilizing the least amount of energy possible.
With the efficiency of the brain, true creativity must be forced. It must be trained. “In order to think creatively, you must develop new neural pathways and break out of the cycle of experience-dependent categorization”.
That is why computer generated algorithmic computations will never be creative and inevitably all will fail or, at the very best, fall drastically short.
Computers lack the ability to infuse emotion, be driven by human response, and develop ideas based on millions of minutia gathered over decades of experience.
In truth, the human brain is the greatest “time-tested” competitive and creative machine that we can employ to develop the best message… that inevitably will convince other humans to engage and purchase.
Why then would we ever consider removing it from the process?