Here come the humans!

This year there has been much debate over the state of bravery in the industry and diversity within agency departments - particularly the creative department. I’m an avid believer that talented misfits create the most exciting and open cultures for creativity, this has been true for me since meeting my oddball classmates back at St. Martins – our differences expanded our thinking.

The other internal debate for many at this time is the advantages of innovation and robotics, whilst creativity appears to become more of a social commodity for the masses. In all its decades, an advertising creative department hasn’t faced a bigger challenge against the value of creativity till now. However one thing I’ve felt has gone a little un-noticed is this: whilst the power of innovation is advancing - so are humans.

We are an incredibly competitive species that through digital culture have also evolved. Taking a closer look at diversity again, the industry will shout the gender divide needs addressing, but what about the class divide? The ethnic divide? The sexuality divides? The religious divide? How would a mass-market campaign grab the attention of those who cross all the divides in 6 seconds? As a Creative Director my focus is also on what does diversity feel like in the real world? The advancement is exciting in today’s culture. There are young millennials with many identities. I often here conversations such as “we’re polyamorous or I’m non-binary” or “I’m not veggie, just a reductionarian.” Humans are evolving faster than Elon Musk’s Hyperloop!

Human identity has been colourful in patches since the 1970s, and I believe we’re on the verge of another very vivid patch. But how do we communicate to these mirco-groups on a global scale for big brands? Do marketers have the ability to foster this diversity in all its forms to truly connect with its audiences? Of course for the SME market this is much easier and I’ve had the pleasure of meeting brilliant start-up founders from lifestyle businesses to innovation designers, all with the purpose to ‘make lives better’.

An example of humans being in-tune to an evolving society - I went to Obonjan Festival this summer (a week vacation with friends on a small island in Croatia). The first real experience of its kind in Europe. It caters for what millennials really are craving in a holiday - delivering beyond our basic holiday needs of sun, sea, scenery and great restaurants. The real connection came through purposeful activities that made our lives better; paddle boarding, well-being workshops, environmental discussions, evening short documentaries, tailored food trucks, free yoga, boxing and forest parties. It fostered a real diverse community of pro-active like-minded people. It was only their second year and they have already fulfilled so many human desires.

Diversity can also be expressed in how Creatives need to go beyond our traditional role. With CreativeAdventur.es, I host a workshop ‘Business Acumen for Creatives’ at Soho House (I’ve been running it since 2015). When I first started the series people contacted me concerned that the topic was out of my remit as a Creative. I believe true Creatives don’t have a remit - we grow with the time we’re in. Culturally at present, most creatively-minded individuals will have a side hustle or two within their 5 to 9 time – this is a good thing (for those who have the energy to do it!) It’s a chance for Creatives to grow beyond the commodity of creativity and be bold in finding new pastures to play in. Discovering new ways to excite people with ideas should be encouraged and provides transferable solutions to big brand thinking. If we’re not exploring as humans we’re not evolving.

Meeting so many exciting modern founders and Creative people with new ventures over the last two years has shown me that there is a real rise in confidence; this tribe is going to make agencies more in touch with reality and be more useful to clients. So while all eyes are on new technology and the safety data brings, let’s make room for the new way of being.

By Jade Tomlin, Creative Adventurer.