Future of creativity in APAC
Future of creativity in APAC
A host of WPP experts, moderated by Charlotte McEleny (Publisher APAC at The Drum) on Tuesday 8 June, explored how technology, data and experience are influencing creative communication and creating new opportunities for brands to engage with consumers.
Exploring the tension that exists between micro-targeted messaging and brand consistency, topics discussed at the virtual event included:
09:22 | Creating connections
AKQA Shanghai's Creative Director, Florence Ng, addressed the need to create connections through experiences that are relevant in consumers’ lives.
20:49 | Creativity on an infinite canvas
Wunderman Thompson's Chief Creative Officer, Joao Braga, and Chief Partnerships Officer, Melanie Wiese, discussed how technological innovations have historically been good for creativity. They also demonstrated how a creative approach can positively impact business growth as lines across customer sales and lifecycles blur and the standardisation of formats erodes.
33:39 | Artificial creativity or just a new reality?
Reed Collins, Chief Creative Officer at Ogilvy Asia, showcased how we can get creative with AI, blockchain, NFTs, Deepfake, CGI influencers, AR/XR, Zero UI and the metaverse.
41:05 | The tension between micro-targeting and brand building
Valerie Madon, Chief Creative Director at VMLY&R Asia, explored how clients can use data and technology to target consumers while maintaining their brand integrity, and achieve memorable, unique customer experiences.