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Innovation V/s Creativity

The document discusses the difference between innovation and creativity. It states that while innovation requires creativity, innovation has more resources lately. True innovation needs to leave the lab and be introduced to the market. It argues that creative directors could drive agency innovation if they had financial partners to quantify opportunities and access to expertise in other fields. Bringing creatives and new resources together could create new and relevant client opportunities.

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adinamdar
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64 views37 pages

Innovation V/s Creativity

The document discusses the difference between innovation and creativity. It states that while innovation requires creativity, innovation has more resources lately. True innovation needs to leave the lab and be introduced to the market. It argues that creative directors could drive agency innovation if they had financial partners to quantify opportunities and access to expertise in other fields. Bringing creatives and new resources together could create new and relevant client opportunities.

Uploaded by

adinamdar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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INNOVATION

vs
CREATIVITY
@saneel | #adwards2014 | latvian art directors club
who am I?
we create
revenue generating
digital businesses
for mature brands
more simply

REVENUE
GENERATION BRAND
BUILDING
DEFINING
INNOVATION
in·no·va·tion
noun \ˌi-nə-ˈvā-shən\

the introduction of something new


-Merriam-Webster
in·no·va·tion
noun \ˌi-nə-ˈvā-shən\

the introduction of something new [& relevant]


-Merriam-Webster-Radia
why is it
important?
because of
innovator’s
dilemma
because
companies
like Google are
obsessed with it
but why are
ad agencies
obsessed with it?
it attracts & develops
in-demand talent
it attracts & develops
in-demand talent
they tend to fit the model
of what drives innovation

BEING BEING
RICH POOR
they tend to fit the model
of what drives innovation

BEING BEING
{very little innovation in the middle}
RICH POOR
APPROACHING
INNOVATION
simplify
problems
Navajo Codetalkers
Amplituhedron
Bitcoin Blockchain
combine
unrelated fields
Eastgate Building
Goldcorp Challenge
Cronuts
maximize
other people’s
skills
LEGO Cuusoo
Quirky + GE
Local Motors
simplifying problems
combining fields
+ maximizing people’s skills
simplifying problems
combining fields
+ maximizing people’s skills

= SOUNDS A LOT LIKE


A CREATIVE DIRECTOR
cre·a·tiv·i·ty
noun \ˌkrē-(ˌ)ā-ˈti-və-tē, ˌkrē-ə-\

originality, progressiveness, or imagination


-Merriam-Webster
innovation vs
creativity
• Innovation requires creativity
• Lately innovation has more resources
• It has to leave the lab to be innovation
what creative
directors need
• Financial partners to quantify opportunities
• Access to deep expertise in other fields
Greatest Good
creatives
+ new resources
= new & relevant client
opportunities
!
creatives
+ new resources
= new & relevant client
opportunities
!

= AGENCY INNOVATION
THANK YOU @saneel
google.com/+finch15
#adwards2014
latvian art directors club

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