Abstract:

Creativity is the very essence of marketing, the fuel for strong brands, and a spirit that propels business as whole. It’s potent stuff. But what we have known as creativity in the advertising industry is changing fast. We need to reconsider not just what is creative, but also where it comes from. The creative planet is shifting shape; what does this look like and what does this mean? The presentation looks at data from the winners of Cannes Lions since 1990. We can explore the patterns in international creativity, where it has been, and where it is heading. Firstly this shows a huge change in how we think about what is creative. Modern creativity is multi-faceted, complex and interconnected. Secondly this shows the geographical influence is changing quickly, in particular over the last 10 years. The shape of the creative planet in 2013 shows that the USA is still a dominant player, the UK is strong but on a downward trend and competition from Europe and Australia is intense. But the big news is that developing markets are chasing fast, and in some cases taking the lead. Brazil has been rising quickly, and now India, Argentina, and the UAE are becoming very influential. This story will be supplemented with case history examples of award winning cases from around the world. The creative planet presentation is about how the shape of the whole world is changing, but it can also be focused in more depth on specific markets, or regions as appropriate.