That seemed to be one
of the bigger ideas emanating on the “Big Idea” panel on that opened the first day of OMMA Chicago. And mainly, it’s because of what’s going on -- not in Chicago, or even New
York, L.A. or any other big advertising industry Mecca -- but in, you guessed it, Silicon Valley.
“One of the reasons we’re obsessed with Silicon Valley,” Razorfish
Executive Creative Director Sam Cannon said, is because, “we’ve just seen a ton of creativity coming out of Silicon Valley. We’ve seen products and services that have changed how we
behave.”
Sure that includes a lot of technology and data science, but from Cannon’s POV, it’s really just another form of creativity. Most importantly, he said it
is happening at a pace Madison Avenue has never witness before -- at pace that might be more like “Moore’s Law” than the principles of Leo Burnett.
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It’s a
pace, Cannon said, “Frankly, we haven’t seen on Madison Avenue before.”
While a lot of ad industry execs focus on the data and technology aspects of that, Cannon
said it’s really about executing big ideas. “I wouldn’t confuse that with replacing creativity.”
Cannon noted the speed of that change is also impacting the way Madison
Avenue creates even more directly, noting that creative production software and technology such as Adobe’s Creative Suite have changed the game for agency creatives. To contrast the ease of use
and manipulation of the digital creative versioning software, Cannon said he started out in an era when he would literally lay physical type on a page and burnish it.
Image provided courtesy
of Shutterstock.