The relationship between creativity and technology has long been one of contention in the advertising industry. Some see it as a hindrance to challenge, others as an opportunity.
Technology has expanded the toolkit available to marketers, from data analytics that offer insights, to consumer behaviours to programmatic ad buying and the rise of AI-driven content. These advances promise efficiency, precision targeting and sometimes even the automation of creative tasks.
But some believe that, at its heart, advertising remains a craft of storytelling and emotional connection, elements they say are inherently human and cannot be distilled into algorithms.
Nick Law, creative chair of Accenture Song, says that for decades the advertising industry has prided itself on proficiency in broadcast and print. These mediums are and remain well understood, and established agencies have found them “a comfortable groove”.
However, with the acceleration of social media and digital technology, many of these so-called classic agencies have been floundering.
The time taken to achieve mastery over digital platforms, especially social media, is a significant lag, Law says. His career spans 30 years and four continents, and he has twice been named in Creativity 50, a list of the world’s most influential creative people. He has been in South Africa as a keynote speaker at a local marketing conference.
Speaking to the FM, he says: “The vast majority of media consumed these days is through the so-called street, and it’s taking too long for classic creative agencies to get any sort of mastery over social media.”
However, it’s not just about social media. Law says the introduction of new technologies has brought an avalanche of data that should be harnessed optimally. For agencies, the transition to embracing this data has been fraught with challenges.
Law says the big challenge for agencies right now is one of harmonisation with technology.
He likens the advertising industry to an hourglass. At the top there are traditional storytellers, skilled in weaving narratives and evoking emotional resonance, but often lacking in their grasp of modern technology.
Contrastingly, at the bottom, Law says, lies a sea of performance marketers — data-driven, tech-savvy, but often indifferent to the essence of creative output.
The tension between these “two tribes” underpins a significant issue: the disconnect between creativity and technology. Law says that instead of new technology being leveraged for sustainable innovation, there’s a tendency to turn it into short-lived “stunts”.
Amid this dichotomy design remains a beacon of hope, he says. “Design remains a foundational creative discipline that shapes how we interact with the world — and how we change it for the better. In today’s world, it provides a useful framework to blend creativity and technology seamlessly.”
Law also says that while capturing consumer attention remains paramount, agencies have a responsibility to guide audiences as well, helping them to understand the proposition of a brand and, ultimately, to feel good about their choices. Creativity and profitability, he says, remain intertwined.
Through thoughtful design, clear communication of value and an embrace of modern tools, the creative world stands at the brink of a revolution. “As businesses, marketers, and creative professionals, it’s upon us to bridge the divide and shape the future,” Law says.
This piece originally appeared in the Financial Mail.
