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

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.