{"id":4249961,"date":"2020-03-27T13:13:00","date_gmt":"2020-03-27T11:13:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/the-art-of-human-first-creativity\/"},"modified":"2020-03-27T13:13:00","modified_gmt":"2020-03-27T11:13:00","slug":"the-art-of-human-first-creativity","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/the-art-of-human-first-creativity\/","title":{"rendered":"The art of human-first creativity"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tThe art of human-first creativity\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t27 March 2020\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tWhat does creativity mean in the digital age? There are multiple schools of thought on how the creative industries should adapt in the era of big data and omnichannel execution. At one end of the spectrum are creative purists, seeing the greatest campaigns as works of human genius that no computer could replicate the nuance of. At the other end, the data acolytes, with a belief that analysis and automation power the best work, and anything else is misguided and inefficient. As ever, the truth is somewhere in the middle.\t<\/h2>\n\n\n\t\tThis was the topic of the keynote talk \u2018Redefining Creativity for the Digital Consumer\u2019 at the 2020 Digital City Festival, delivered by Jake Welsh, a director at DEPT\u00ae. With a background in web design, Jake is the founder of experience design agency e3creative which joined DEPT\u00ae in 2019. Jake spoke on the opportunities businesses have in the digital age and how combining data and creativity can find the right solution to any business challenge.

Jake began with the DEPT\u00ae difference, that every team in the agency is composed of technology, creative and data specialists. This is summed up by the working philosophy: \u2018We see the world through a lens of limitless possibilities.<\/em>\u2019 By combining the three disciplines (each group is working as more than the sum total of DEPT\u00ae\u2019s parts), we can spot these new opportunities and execute well across any channel.

There is one question that clients always ask of DEPT\u00ae. How do you keep up with consumer advancement? \u201cThere are two things we need to accept. One, consumers live in a new digital reality. Two, they have advancing demands. Brands need to advance with the change.<\/em>\u201d

This obviously begs the question \u2013 how? Jake took the audience through his process, referencing\u00a0Simon Sinek\u2019s \u2018Golden circle<\/a>\u00a0of what, how and why.\u2019 Too often, the industry focuses on the what, meaning the product and its benefits. This \u2018what\u2019 focus leads to manipulation tactics, like time pressure and price cuts. While this approach has its place as a short term activation, it is not a driver of long term sales.

Compare this to starting with the \u2018why\u2019 of a product or service. This speaks far more to our instincts and emotions, our\u00a0\u2018system one\u2019 thinking<\/a>, to use Daniel Kahneman\u2019s terminology. Rather than transactional short termism, starting with the why means the consumer buys into the vision of the brand, rather than just the single product.

When we think of this in the digital space \u201cthe challenge is to build a new way of thinking. Human-first creativity, crafted by data<\/em>.\u201d Rather than looking at data as a cold-hearted piece of rational analysis, we should be looking at human oriented data. What does it tell us about people\u2019s feelings and behaviour, their ambitions and worries?
At this point, Jake took the attendees through the nine emotive data points that DEPT\u00ae track, to give an insight into approaching any audience.\u00a0\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t