February 26, 2016 - Comments Off on Creative Social : Innovation vs Creativity
Hey Guys here's the (not so) live report from Bruck + Fontes at Creative Social, on behalf of the YCC, enjoy!
This week's event was titled 'Innovation Vs. Creativity' so we knew to expect a tough battle of the two. When we arrived at DigitasLBi, home and host of the Creative Social, we started noticing little bits and pieces that were new to us as frequent Creative Social goers: TOOOOOONS OF PRESENTS!!!!
Shortly after the event had started, we found out why: Creative Social was very excited to announce a long term partnership with Twitter and we also got to know what exactly the items were for:
- The Fortune Teller (apparently in America they call them 'Cootie Catcher') is a smart tool to help you develop the most innovative and creative digital campaigns of the future. According to the Cootie Catcher, the next big thing Bruck + Fontes will be running will be a selfie campaign... with Justin Bieber.... In Space. Sounds like this could definitely break the internet.
- The Sunflower seeds were a nice little piece of greenery that we could plant on our desks and watch grow!
So now, to the speakers! Nadya (@NadsBads) introduced the topic of the event with the simple question: What is Creativity and What is innovation? But as it turned out, the question wasn't that simple at all and everyone seemed to have different opinions about the both.
What became clear however, was that none of the speakers thought that Innovation and Creativity are enemies but rather things that go hand in hand. Ben Little, Founder of Fearlessly Frank (@FearlesslyTweet) presented it as the same dilemma as the chicken and the egg, we'll never know what came first but we know that there will never be one without the other.
Caitlin Ryan, ECD of Cheil, gave a very good example of this: Pixar. She talked about how Pixar is not only called one of the most creative companies in the world, it's also known for revolutionising the animation industry through Innovation. Caitlin recommended Ed Catmull's book Creativity, Inc. Both having read the book, we can completely agree.
Sam Ball (@samuelball), Partner of Lean Mean Fighting Machine and now CD at M&C Saatchi said "Creativity is a pussy. It can fail. With innovation, the end goal can't fail because you're going to make it happen somehow in the end." In contrast, Chris Clarke (@@albionics), CCO at Digitas LBi, gave a great example of how innovation can actually fail, if it's just used for the sake of it.
He showed Dentsu's Neco Mimi, a device with cat ears that you place on your head for it to read your brain waves and depending on how happy or sad you are, the ears go up or down. (WTF)
Victoria Buchanan (CD Tribal Worldwide) walked us through the different processes of Creativity and Innovation side by side and showed how, despite of how different they are, they both release in us the same feeling of excitement and joy once we've found a way to make them work.
Some more highlights of Tuesday night included: When Caitlin Clarke emphasised on the importance of diversity in our industry to foster and breed creativity and innovation, yet pointed out the sad reality that the industry right now is full of white, bearded males.
Having taken part in The Great British Diversity Experiment last month, and experiencing the immense value of working with diverse teams ourselves, we completely agree: Our industry needs more diversity, because diversity leads to better ideas, better companies and ultimately to better innovative and creative solutions for the problems of tomorrow. ....And to make that point absolutely clear, Caitlin had the perfect slide, telling us the naked truth.
This is how our industry needs to look like.
We hope this could give you a little insight into the event, Bruck + Fontes, over and out!