Draftfcb Delves into the Evolution of Creativity at Spikes 2013
Draftfcb will take to the stage on Day One of Spikes Asia, presenting one of the 11 forums at this years Festival.
On Sunday, September 15th at 16:00 in the Forum space, the charismatic Kiwi duo of Senior Writer Peter Vegas and Creative partner Matt Williams will present "Peter & Matts First Orgy: Getting Comfortable with the New Creative Process." The forum will discuss the new ways of working as traditional creative autonomy is replaced by group synergies.
Per the duo, the sanctity of the creative team that was ordained by Bill Bernbach in the 60s has been ripped apart.
The coming of age of the online world means that the most powerful forms of creative expression can only be realized in a group. Traditional teams seeking true creative fulfillment are being forced to step out of their comfort zones.
While this can create amazing new opportunities, the process brings with it a host of new problems and insecurities that need to be overcome.
Vegas and Williams will share their experiences from their first time working in this new way as part of the group that created the wildly popular and highly awarded "Driving Dogs" campaign for MINI and the New Zealand chapter of the Society for the Prevention of Cruelty to Animals. (to add link to case study).
"Collaboration, for creative people, is not something we are naturally good at. In fact, it goes completely against our very nature," said Vegas.
"This change all happened very recently and were going to explore the new creative process through the eyes of those right in amongst it, the creatives," Williams added.
The Spikes Forums explore topics around three important themes to inform and inspire delegates at Spikes. These smaller, dynamic sessions encourage audience participation and discussion.
Draftfcb places equal emphasis on creativity and accountability, science and art. We are made up of a diverse, passionate group of thinkers, creators, poets, artists & technologists devoted to creating brilliant ideas that change behavior. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. Our worldwide network now spans 151 offices in 90 countries, with nearly 8,600 people, and is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.