Hear from Advisory Board Member Emma Falvey, General Manager (Scotland) at Smarts, on her top takeaways from Trendspotting Creativity.
I had a great time at yesterday’s Trendspotting event, hosted by Willem Dafoe’s new BFF, the brilliant Rod Gillies - Global Brand Director of Laphroaig.
Here are some of my outtakes from the day.
On the ever-debated future of AI
Ross Molloy from BIG Partnership gave a brilliant analogy that we should treat AI as a golfer would his / her caddie. Assess the situation, break down the barriers together and prompt when needing assistance. Really liked this practical advice!
Charlie Bell from Free Agent talked about how we should get AI platforms to talk to each other. And I think it’s how we (humans!) need to be at the heart at shaping that conversation.
Pamela Scobbie from John Doe encouraged us all to stop waiting around to see what happens with AI and consider our role in helping shape what’s next. 100% agree, we’ll never keep up if we’re too scared to embrace it – we’re all learning together!
On the topic of creativity
Nikki Rayner from Leith asked us all to be brave enough to allow ourselves to be vulnerable when we get creative. Hear hear – you’ve got to get through many rubbish ideas before you get the gem!
Allan Little from Ooni talked about creativity being the biggest ROI multiplier within our control, and recommend we all read the System1's ‘The Extraordinary Cost of Dull’ *adds to reading list, check it out here if you’ve not already.
Guy Vickerstaff from Bright Signals gave us some great inspo on a ‘BrightStorm’ – i.e. say bye bye to brainstorms (or thought showers…!) and have rules in place to be more focused with your creative time. Let the creativity flow, but make that time count!
On connecting emotion, influence & authenticity
Jamie McAdam from Sunshine The Social Agency (and fellow former Irn Bru pal!) about the importance of creators growing with agencies as cultural interpreters – and if it feels *too* on brand, then it probably is (we’ve all scrolled past this type of content before!)
Jacquelyn Whyte from Muckle Media - a certified B-Corp reminded us that noise is not influence – right message, right time, every time!
Zoe Stewart from My Little Edinburgh brought us a creator’s POV on authenticity - the more creative freedom, the better the output for both client & creator *followed immediately*
Well done on another belter of a Marketing Society event Graeme Atha and Lux Events - roll on Changemakers in a few weeks!
