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Creativity is formula resistant

Adam Kerj is Chief Creative Officer at Accenture Interactive and Jury President in Digital Marketing at D&AD Awards 2019. Here he argues about the resilience of creativity in the face of crisis and why it's important to celebrate it.

 

Creativity is the most powerful force ever harnessed. Without it, we’d still be kicking rocks in a pitch-black cave somewhere. And of course, there would be no D&AD Awards. Imagine that - no creative industry weaponising companies, brands and organisations in their fight against irrelevance, purpose and ultimately certain death. Luckily, creativity exists. 
And we should be beyond proud of what role we play and can do considering that creativity is by far the world's most significant economic multiplier. 

Yet, it’s formula resistant. 

Only to be discovered by the obsessively curious and passionate minds that start with nothing and end up with something amazing that impacts millions and drive loyalty and growth. It’s impossible not to love why we go to work every day. And right now, this very minute, our
Industry keeps evolving in front of our eyes because our clients' businesses need reinvention. We are experimenting, trying to figure out what works vs what matters and, data, science and math are challenging creativity. As it should be. But numbers shouldn’t divide logic from emotions.
Yes, a lot of what we’ve done in the past should and will be automated and distributed faster and contextually more relevant and cheaper. The tricky thing with our intrinsic obsession chasing the new is to separate what’s posing as an idea vs genuine creativity. 
Great cultures and clients know this and collaborate to deliver the best experience, at the same time overwhelmingly many channels trapped ideas will continue to fail because of the silo they were created in. 

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