Don't allow tech to dominate creativity warns Mark Tutssel

Don't allow tech to dominate creativity warns Mark Tutssel
SHARE
THIS



TV should not be considered as the main screen and creatives should not allow technology to dominate their ideas and instead focus on creating human connections,  according to decorated adman Mark Tutssel.

Leo Burnett’s worldwide chief creative officer is in Sydney this week for the agency’s quarterly Global Product Council, where top creatives from the network assess and score all the work by the different offices.

In a wide-ranging interview with B&T for The Brief he talked about his creative vision for the network, Creativity Without Boundaries, why brands must become more useful to consumers, the future of the Cannes Lions festival, and why Australian creativity is so highly regarded in the world.

When asked whether he felt the age of the big TVC was dead he said: “I never think about television, we live in a screen age. Be it a mobile, TV, cinema or a screen I the street. People have a fascination with film, we love film, and moving pictures have this incredible ability to move people.

“If you look at the work from the last two or three years they’ve all been films. Look at the success of Southern Comfort, Dumb Ways to Die and Old Spice, which is probably one of the game changers in our industry over the last few years, started as a film.

“But it was a film which wove its way into popular culture in such a prolific fashion because it was a brilliant idea.

“Obviously television itself is not the primary screen any longer, the primary screen is a mobile screen. We’re looking for ideas which connect with people on any type of screen and reward people accordingly. We’re always looking for film ideas, as we say film is everywhere.”

On the challenge of making compelling creative for mobile screens he said: “It’s an exciting new era for all of us, we’re all learning and constantly evolving and looking for this ideas that resonate.

“In the next year or so somebody will do something remarkable on the mobile screen , and it will be that a-ha moment. Maybe that’s one way of operating and one way of creating content for that channel.

“I’m excited that technology is fuelling human connection, but we’re not looking for technology ideas, we’re looking for human ideas that create human value. We’ve got to find ways of leveraging the channel and the connective tissue and fill it with content to make a channel.

“I don’t think we should be focused on technology, technology serves a purpose.”

To see more of the extensive interview with Mark Tutssel catch the first of a special two-part The Brief on Monday.

Please login with linkedin to comment

Latest News

M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

M&C Saatchi Group has partnered with documentary makers, writers, producers and digital content pioneers Michael Lawrence (left in photo) and Nicholas Cook (right in photo) to launch film and television production studio THIS. Lawrence and Cook have established an enviable track record creating story-driven content and feature documentaries based on The Human Indomitable Spirit (THIS) […]

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future
  • Opinion

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future

Jeff Schwisow is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, he argues that our obsession with being busy right now is what’s holding us back from planning our futures tomorrow… To survive in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launch Project Management Tool Hassl
  • Media
  • Technology

Creative Agency Launch Project Management Tool Hassl

Yesterday at TedX Melbourne the team behind award-winning Melbourne based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board
  • Media
  • Technology

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board

Software-as-a-service (SaaS) company ReadyTech has announced the appointment of Tony Faure as its new chairman. Faure is the chairman of outdoor giant oOh!media and data intelligence platform PredictHQ. He is also a non-executive director of digital mortgage company Uno Homeloans, content platform Stackla and specialised media company Medical Media. Faure is regarded as being one […]