Creativity solves the complexity of the evolving tech-led world: WPP’s David Dahan
Dahan was speaking at e4m TechManch 2022
“Creativity takes a very complex environment and finds a way to make it simple, approachable, exciting, and much more understandable to the consumers and marketers, and therefore, the brands they represent,” David Dahan, Worldwide Managing Director, Ogilvy & Managing Director, WPP, highlighted while speaking virtually at e4m Tech Manch on Friday.
Dahan was speaking on how brands are injecting creativity into digital. According to him, creativity has become an inseparable part of a marketer’s toolkit when it comes to digital marketing because of the growing complexity of the system.
He said, “If you look at digital marketing, it has become really very complex. It constantly interacts with different forms of technology and channels. And this complexity, by the virtue of ever changing technology space, has made digital marketing more difficult to handle for marketers.”
Further, he emphasised that creativity has become quite necessary to give marketers the opportunity to make the most of the new-age technology and the new avenues it has opened.
“The evolution of digital is really more about the evolution of technology. The web has moved from being informative to more collaborative and interactive. And now we are reaching a point where it is going to be a much safer version of itself, or we hope so, which is more user-centric and less information-centric,” he elaborated.
He further touched upon web 3.0 and how it has changed the management of data, the currency, and also the products with innovations like NFTs. “We are getting into a world that is thriving towards ownership of what is happening in the digital world. But you can also see the complexity that marketers have to now grasp.”
He emphasised that when one brings the evolving space down to how products are sold and how marketers communicate, the complexity only increases. That’s when creativity with technology comes to the rescue of the marketers.
He wrapped the talk by giving examples of campaigns like #NotJustACadburyAd by Ogilvy India that served bigger purposes by using technology and creativity in tandem.
