The Drum x Adobe: Creativity finds a way

Five key takeaways from The Drum and Adobe’s Creativity Finds a Way, exploring how marketers and creatives continue to produce engaging content in the new normal.

Graphic of brain and lightbulb

By Adobe Communications Team

Posted on 05-05-2021

A year into the pandemic, growth is on the mind as recovery is in sight, particularly in some areas in Asia Pacific. But how prepared are brands to take on this emerging reality when it comes to creativity?

Creativity Finds A Way, a power-packed panel hosted by The Drum and Adobe, explored challenges that marketers and creatives face in producing engaging content and how a good mix of talent and technology allows collaboration to thrive in the new hybrid office model. Here are five key takeaways from the session.

1. A new era of creative partnership and collaboration has begun

Thanks to the pandemic, collaboration has become indispensable to creating content that resonates with consumers. Though things like brainstorms and watercooler chats are now obsolete, many of the panellists pointed out that in-person discussions give rise to dynamism and energy that cannot easily be recreated remotely.

Grace Astari Italiaander, Creative Lead of Innovation at Diageo, notes that businesses must now foster a culture of communication. Teams should prioritise sharing knowledge, being more open-minded, and allowing vulnerability in creative exchanges. Empathy is also an important collaboration tool, as adapting and learning from each other will be key to navigating working together in the post-pandemic world.

2. It’s prime time to explore new formats and ways to create content

Creative teams are discovering new ways to produce content, according to Michael Stoddart, Director of Digital Media Enterprise at Adobe. With video and photoshoots proving impractical, brands are exploring synthetic photography and recreating the ‘wow’ factor of fully-fledged photoshoots. Audio content is another area of emerging opportunity, with the growth of podcasts and platforms like Clubhouse.

With so much to test and so little time, The LEGO Agency’s Head of Creative, Primus Nair, points out that leaders must reconsider the time and effort dedicated to content production. It is easy to get stuck in a loop of endless revisions, but sometimes simply getting something done is better than getting it perfect. Teams should focus on the concept and whether it will elicit the desired response rather than fixating on execution. Even phones can be great tools for producing owned content, especially for social media.

3. Increasing awareness of the role creativity plays in driving business goals

The importance of creativity may have once been overlooked, but the pandemic has put it in the spotlight as innovation becomes the growth engine for businesses. 2020’s lessons have propelled us into a new era, and creatives are finding themselves sitting in on more C-level decision-making meetings.

Isabella Bain, Sales and Creative Associate Director at IBM, commented that creative teams can contribute to business outcomes as they function as facilitators of conversation and collaborators of innovation in an organisation.

As Stoddart observes, ‘Creative thinking can drive business results. We won’t return to business-as-usual after the pandemic, so let’s think of new ways to do things, and that is what creative teams are best at.’

4. Leaders should embrace the new normal

While 2020 was challenging, many lessons emerged – from working flexibly to becoming better attuned to consumer needs. When we emerge from the pandemic, simply reverting to pre-pandemic practices would be a mistake as we redefine the new normal.

Leaders should consult their teams to employ new ways of working which meet their needs. On the front end, we must evolve how we engage consumers. It’s high time to consider what truly matters to your audience, how to create emotional resonance, and engage the broader community in a way that showcases your brand values and purpose. Agility is necessary in content creation, but contextual relevance is key.

5. Organisations must evolve our idea of creative collaboration in the new world

Businesses emerged from 2020 with valuable insights into changing consumer habits and expectations. The next hurdle is evolving creative collaboration in 2021 and beyond.

Collaboration today is not just being on the same page – it is equally crucial to ensure that it is in real-time. It’s about building multi-disciplined teams, allowing for vulnerability, adapting with agility, and abolishing siloes between teams.

As roles become blurred, leaders should recognise that everyone has potential for contributing creatively. As Sagar Kapoor, Chief Creative Officer at Lowe Lintas, shares, COVID has not changed the creative process, but it has certainly changed its execution. And collaboration is key to determining newer ways to ideate, create and innovate.

Click here to watch the full webinar.

Topics: Creativity, Insights & Inspiration, Future of Work, Creative Inspiration & Trends, APAC, APAC Exclusive,