Creativity in the Digital World

September 28, 2018

Creativity and human intervention still play a big role now that everything gets increasingly automated. According to a panel of experts brought together on September 22, 2018 to discuss creativity in the digital world, technology and data may offer an opportunity for out-of-the-box thinking, but nothing will replace human creativity and human relationships.  

“In the advent of digital age and data, creativity cannot replace data and analytics. Inspiration will not come from technology but from humans; technology can only automate,” said Manny Gonzales, one of the 3 speakers at the Jose “Totoy” V. Avellana Memorial Lecture 2018: (Re) Defining Creativity in the Digital World. Held at the Ricardo and Dr. Rosita Leong Hall Auditorium, the lecture was the Ateneo Department of Communication’s maiden hosting of the annual event honoring its late alumnus.  Avellana (HS’47, AB’51) founded Avellana & Associates, the oldest surviving all-Filipino advertising agency in the country.

Gonzales, who is also the Strategic Planning Director of Nuworks Interactive, a digital agency that provides creativity, data and technological solutions, said data is gold. As such, he added that it is imperative for creativity to be data-driven.

“Even though we are evangelists of the digital world, we always say that at the end of the day, it is not always about software. Sometimes, we need heart ware. You may have the charts and idea but at the end, you have to set it aside and ask the whys—only humans can answer it.”

Creativity cannot replace data and analytics, said Manny Gonzales.

Mr. Manny Fernando, the second speaker, delved on the value of consumer experience marketing.

The MRM/McCann Managing Director said there are 3 ‘truth’ points to consider when dealing with consumer experience marketing: consumer truth, company truth and connections truth.  It is important to be “relentless in understanding your consumers” and this, he, added, could be achieved by fostering relationships.

According to Manny Fernando, building meaningful relationships is about creating value.

“At the end of the day, you’re talking about relationships; you’re talking about human beings.” The key to building meaningful relationships is to create value, he added.

The third speaker, Jolly Estaris—a Google and Youtube Philippines Video Specialist, shared his “ABC guide” on creating social media marketing campaigns.

A, he said, refers to “attract.”  The first way to create a trending social media marketing campaign is to make it appealing from the start. This is attainable by using familiar faces, good music and employing creative styles, Estaris said.

Jolly Estaris shared ABC guide” on creating social media marketing campaigns.

B is for branding. It is critical to “integrate your brand naturally and meaningfully.”   How and when branding appears, Estaris noted, could impact the performance of brand metrics.

The last letter, C, he explained, is connecting through emotion and storytelling. Audio is an important tool that should be capitalized to click with consumers.

Estaris showed the audience clips of video advertisements to illustrate his arguments.