Day three at Goafest started off on a high note. The first session of the day featured Nick Law, the creative chairperson at Accenture Song, a creative tech-driven organisation at Accenture. The CEO of Accenture Song is David Droga, a former Chief Creative Officer at Publicis Network. Law shared insights on principles for the future of creativity that are crucial when building a brand and selling a product.
Law emphasized the importance of consistent principles and dynamic practices. He highlighted that there are certain values that every company should stand for, which should remain unchanged. Law, who has previously collaborated with renowned organizations such as Nike and Apple, noted that these billion-dollar brands have a set of principles established during their inception that they strictly adhere to. Regardless of the specific product they are working on, they never deviate from their core principles.
Another key principle discussed by Law was having a singular vision and employing collaborative practices. He stated that there has never been a successful product in the market that wasn’t the result of a collaborative effort. Regardless of the industry or type of work, collaboration is an essential part of the creative process. Law emphasized that when individuals with different skills come together, they can create something that they couldn’t have achieved individually. Maintaining a laser focus and efficient collaboration are crucial for entering any market, according to Law.
Law also stressed that technology is integral to creativity. While one may have a brilliant idea, technology is necessary to showcase that idea to the world. He criticized the industry’s tendency to separate media and technology, stating that they are now inseparable. Tech and creativity go hand in hand, and one cannot exist without the other.
The advancement of technology has revolutionized creative possibilities. From data-driven marketing and insight-driven marketing to product innovation and Generative AI, there are numerous tools available to enhance the creative process. Law expressed his desire for more creative people to utilize Generative AI, emphasizing its potential.
Furthermore, Law emphasized the significance of the development process, particularly in the advertising world. He advocated for starting in the middle, as he observed a common trend where good ideas from lower-ranking individuals are disregarded, while poor ideas from higher-ranking individuals are brought to life. Law used the analogy of an hourglass, with the top half representing top executives and the bottom half representing the rest of the workforce. He suggested transforming the system into a two-way funnel, where ideas, thoughts, and execution flow efficiently in both directions.
Overall, Law’s session at Goafest provided valuable insights into the principles necessary for future creativity and successful brand-building, emphasizing consistency, collaboration, the integration of technology and creativity, and a more inclusive development process.