The world around us is changing fast. Customers are demanding experiences from brands that are more personal, more relevant and more engaging that ever before. Brands are demanding work that is more effective and more efficient.
This change is driven by the evolution in technology. Not only the tech we hold in our hands, but also the increasing sophistication of the big platform players and technology developments in the martech tools now coming of age.
Ogilvy creatives from across Asia converged on the Singapore and Shanghai offices for a 3 day summit on the evolution of creativity in a digital world. The Creativity Meets Technology Streams included informative and engaging presentations, workshops and hackathon on the way the industry is changing, the importance of personalisation at scale, and social media best practice, and a series of in-depth case studies backed up these learnings.
One session on ‘The Changing Face of Marketing’ explored how the shift in consumer behaviour and expectations, empowered by digital technology, has made customer experience an increasingly important facet of brand building. Delegates left this session with an enriched understanding of the ways in which technology and data enable agencies to reach consumers at the right time and place.
Speakers outlined the key trends and insights they had mined from the creative business landscape as it exists today, how they anticipate the process of content creation will continue to change, and how agencies have to work more closely with clients than ever before on transformation and improvement in order to retain and acquire new business.
Attendees got to grips with how social media data can be used to drive engagement, build loyalty, and grow sales, looking at ‘best in class’ examples to see how the brands that perform best on social media are the ones that remain open to a degree of experimentation and spontaneity.
The increasing interconnectedness of data, technology and creativity was demonstrated in the Cannes Lions showcases, where award-winning work fed delegates’ passion and excitement about the near-limitless creative possibilities in digitally powered advertising.
Representatives from Adobe presented the suite of cloud-based creative tools and solutions available to agencies to help empower creativity. “I am confident that delegates will return to their offices across Asia full of new ideas and greater understanding of how tech can help deliver great creative. We are grateful to our partners at Adobe, Facebook, Tencent and TikTok for being part of this event,” said Sheilen Rathod, President, Customer Engagement, Commerce & MarTech.
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