Day Four SXSW: Being Creative In A Lawless Age Of Invention
Channelzero’s Dan Machen (pictured below) is B&T’s man on the ground at this year’s SXSW. Here’s his day four report that, admittedly, does come with a bit of a bee in the old bonnet…
Something interesting is happening.
True to human nature, people come to SXSW, get really excited, then tired, or bored, or angry. Or all of the above.
Then they start to hate on SXSW and the people that come here. It’s ‘jumped the shark’, attendees are all w*nkers etc. etc.
And that’s fine – opinions are like heads; most people have one.
However, what I’d encourage the naysayers to do is to dig up their curiosity. There’s still gold there – you just have to move it out of the junk folder.
We’re not all ‘Technorati’ fat cats that come here. I’m paying for myself, supported by the generosity of friends and shareable US food portion sizes.
I choose to come here because there are people here who know more than me. It puts an oxygen mask on me for ideas that lasts for 12-24 months.
I love that – it’s vivifying.
To say sweepingly SXSW is all BS is possibly fishing for soundbites? Or attention? Maybe both? Or perhaps, it’s just because people find contrarians more interesting – a psychological fact.
It’s hubris though…
It reminds me of the famous park scene in Good Will Hunting where Robin Williams’ character says to Will, “I thought about what you said to me the other day, about my painting… …but then something occurred to me and I fell into a deep peaceful sleep and haven’t thought about you since. You know what occurred to me? You’re just a kid. You don’t have the faintest idea what you’re talking about.”
I’m 45. But I still strive to remember and embrace the quote above daily. I lean into new conversations – it might be at South by, it might be on the bus in Sydney. It might be living in India, with Tibetans in exile.
I’m curious to know what I don’t know. Or share a perspective that might reframe or recolour my opinion.
So, that said, let’s talk about someone I saw today who knows a lot more than me. That I suspect, might have some interesting perspectives.
If you don’t want to read on, please don’t… Embrace what brings you authentic joy instead. No worries.
Today’s talk that I found inspiring was by the CCO of Publicis Groupe – Nick Law (main photo). His keynote was Creativity in the Age of Invention
Nick has been there done that. After over a decade at RGA working on – amongst other things the NIKE+ band – it feels like Nick has some of the answers. Nick’s a legend.
Many people talk about the need for empathy in service design and the need to “humanise tech”. But, they don’t then offer ways of doing it. They don’t know how to, and to be fair, it’s a big ask.
For one of the first times I’ve seen in Austin, Nick Law highlighted the problem we face and then went on to suggest some of the answers. Nick said we need to shift fighting styles to cope with what’s going on now. It reminded me of the infamous crane kick at the end of Karate Kid. A great response to Cagencies, ‘sweeping the leg’ of creativity.
Law went on to say creativity organises around technology. In the mad men era it was dissected into serialised chunks around TV. Then the web came and then “the web ate storytelling”. Nick added that when he was in RGA, they were like “f*ck advertising” – focused instead on building pucks ahead of the hockey gameplay.
Law encouraged brands and agency folk to stop being ‘digital jihadists’. The way to navigate the future is to perceive it as a story of Sympatico systems. It’s how we unite systems creatively that will define the future value opportunity.
The real way to judge a ‘big idea’ is by output value. What are you building? What are you making possible – that might have value to a client in two years’ time?
Law said we must fundamentally reimagine the creative engine away from the atomic team structure of Bernbach’s time and use proper strategic thinkers to reorg agencies entirely. Make them modular. We need to think about how we unite the storytellers and experience builders – as stories are the doorways to human behaviour. We must have the storytellers meet the experience teams to achieve true creative potential and value.
And tellingly. Law said creatives are not qualified to know when to bring in other experts. We need agency leadership that is tangential to that to bring the right people together. But that does not mean agencies run by the math men alone. (Or even men alone!) It’s like Rory Sutherland said brilliantly of modern agencies “Working in the advertising industry today, one increasingly feels like a man who’s turned up at a poetry festival only to discover that every talk is about bookbinding.” Efficiency does not equal effectiveness.
Law closed by saying, “the industry is in crisis and in times of crisis, the product people need to lead again – like Steve Jobs at Apple.” We must master the new mediums, become fluent, then create new mediums. Like Bill Bernbach, build your own company to deliver on a new vision. Create value the client will need six months from now.
I can see why Publicis Groupe hired Nick Law. I went into his talk thinking ‘this guy’s going to be an egotistical Don Draper. I’m going to dislike him’. I was completely wrong. By leaning in, really listening and embracing Law’s experience, I felt like I really learned something.
I fought the Law, but the Law won. A lesson for us all perhaps, striving to be creative in an age of lawless invention.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.