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SXSW 2019

The Brand Battle Between Creativity and Conformity

The injection of digital in the agency world has led to distinct phases over the last 20 years. First was technical anarchy and creativity as corporations and agencies explored what was possible in a digitally enabled world, followed by the revolution of mobile on one side and monolithic tech platforms on the other. The latter shifted the reins to CTOs and other technologists, resulting in companies spending millions on identical platforms and experiences that have created a sea of sameness. Conformity has overtaken creativity, but consumers want more. Consumers crave unique experiences and connections with brands. As tech matures and becomes cheaper and easier to manage, agencies will have an opportunity to lead with creativity. The balance of creativity and conformity is about to shift.

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Takeaways

  1. Real-world examples and case studies on balancing creativity and conformity with personalized experiences
  2. Tips on identifying customer pain points and developing engaging, unique features
  3. Discuss the business strategies agencies can implement to cultivate a culture that encourages innovation and creativity

Speakers

  • Gabe Bridger, Executive Creative Director , Rightpoint

Organizer

Gabe Bridger, Executive Creative Director , Rightpoint

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Intelligent Future
  • Level: Intermediate
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