Technology and the elevation of the creative process
Gone are the days when just direct mail, radio, press and TV ruled the way we engaged and communicated with our audience. Back in 2015, digital advertising spend surpassed these more traditional linear media with the help of innovative and immersive technology, which has continued to increase incrementally over the past 4 years.
Brands no longer only have to compete with each other to stand out, they also need to compete to be seen in the first place, given the proliferation of digital channels that now exist – and hence the need for strong creative ideas to cut through.
Technology and creativity – when two become one
Technology does not compromise creativity; there’s a great deal of evidence to show that technology only enhances the creative process. With multidiscipline innovations (augmented reality, virtual reality and mixed reality) at our disposal, we now have the opportunity to develop ideas which integrate creativity and technology to provide highly immersive experiences through which we can engage audiences. Creativity is the ability to break the mould, combining insightful ideas and innovation to bring these to life. It’s fair to say that technology has made us more creative and the digital revolution has clearly left its mark on the way we think about utilising the communications space.
Bringing more innovative opportunities for creatives
We must embrace the role technology plays in the ongoing search to find ever more creative solutions. The mixing of technology and creativity has brought innovative new ideas and avenues to the table, enabling people from the tech and creative world to work together. Connectivity has enabled the diminishing of boundaries and distances, so we can share ideas at the touch of a button.