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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- Gabe Bridger, Executive Creative Director , Rightpoint
Gabe Bridger, Executive Creative Director , Rightpoint