Marketing's creative fightback and the backlash against commoditisation

Clever marketers understand the transformational power of creativity, writes Nicola Kemp in the latest in our Forward 50 trends series.

While algorithms and automation have transformed the marketing industry, the sheer volume of platforms competing for consumers’ attention makes creativity more, not less important. Headlines declaring the "death of the CMO" attract eyeballs, but do little to reflect marketing’s evolution.

Chris Hirst, chief executive of Grey London, says: "The CMO has a more complicated job than ever, but it’s more important than ever. Someone needs to be the conductor of all these competing platforms."

The digital revolution has brought with it many challenges, but strategic thinking and a commitment to creative endeavour will remain the linchpins of the industry.

"There is, without question, a growing use of data, and this is only going to increase. But the role of creativity as a way of capturing your consumer’s heart and imagination will always be central to the process of marketing," adds Hirst.

Clever marketers understand the transformational power of creativity and have the courage to invest in it. Furthermore, they realise you don’t always need a 3D printer, complex algorithm or the latest technology platform to achieve it.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published