The FIAP 2018 ended and we shared some reflections
The renewed Ibero-American Advertising Festival came to an end. With luxury speakers, the most convening event in the region that took place from September 23 to 26 awarded the most innovative pieces, which can be seen on its website: http://www.fiapawards.com/ The last day of conferences of the FIAP 2018 contemplated reflections by Nacho Zuccarino, Yasu Sasaki and Eva Santos on the balance between creativity and technology. Nacho Zuccarino, Head of Creative of Google Zoo said: "I am very lost, I do not understand what I am doing ... but it is very powerful, very curious. I get bored very quickly and I feel like I'm learning more than ever in my whole life, "he said. The former publicist said that one of the reasons he went to Google was to get to know a different culture, to understand why Silicon Valley is what it is: "It's a very strange place culturally speaking, as two paradigms face each other opposites: the gold rush and the spiritual discovery ". Zuccarino also spoke of the data: "There is a great opportunity to embrace data and algorithms, and automate most of what we do." For his part, Yasu Sasaki, the ECD and Head of Digital Creativity for Dentsu Tokyo, spoke about using new technologies to enhance creativity. He explained that digital is a new mode of behavior that came through the progress of media and technology. While digital creativity is to take advantage of these new behaviors through technologies. He also pointed out that digital creativity has the potential to make ideas everywhere, while digital creativity itself has become ubiquitous. He explained how is the working method used by Dentsu, focused on using digital creativity to present an idea that works as a seed. This is the origin of the client's business process, which will then be retaken by the marketing development agency. The festival closed with Eva Santos, Global CCO of Proximity. Eva appealed not to leave aside the work of the creatives in the agencies, before the popular increase of the data. He also acknowledged that by increasing the information available, it becomes easier to avoid risks; but this also leads to a conservative attitude that "completely annuls the new creative ideas", since the obvious and efficient ones can be made by machines. "Only data will not give us the solution to the problems that we and our clients face," Santos added, emphasizing using information to support the creative aspect of advertising. He argued to use it as a commodity, to break with the limits between data and creativity, and to mix them to develop a unique product. He added that "ideas of creativity are much more difficult to control than data". He also supported the need for a "free space for creativity" that requires a specific organization. The preferred model for Santos is the "round table", in which professionals from different areas can contribute different points of view to the same problem or campaign. In the same way, he also highlighted the modus operandi of Forsman & Bodenfors, Swedish agency that is recognized by the horizontal organization of its creative team, which only has copywriters and art directors. He also stressed that each agency must have a logical model for its market and its possibilities. It is worth going through the web and see the pieces.