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Sergio Gordilho, Flavio Waiteman and Tati Piovezan were some of the names that told what this professional needs to have in a world with games, metaverse and so many other transformations
Emerging technologies, exponential transformation, games, metaverse, communication platforms and everyday deliveries. There are so many innovations, demands and changes in habits that the question that remains is: who is this professional today?
Sergio Gordilho, for example, lists some factors that contributed to this new profile, such as the struggle for inclusion. “What hasn’t changed: the pursuit of creative excellence,” said Africa’s co-president and CCO.
Execution’s CCO, Fernanda Cepollini says that the new creative is also governed by strategy, and not just by good ideas. “We are in an era of business-oriented communication and any action without results loses its value”, she highlighted.
“The new creative is one who shares and respects the importance of the past, understands the challenges of the present and looks to the future. We have been looking for who best uses technology as a tool, data as an insight, diversity as a purpose, curiosity as a fuel, ambition as a challenge and creative quality as a standard. What has changed: the use of technology and data, the struggle for inclusion and the infinite possibilities offered by countless channels. What has not changed: the search for creative excellence.” Sergio Gordilho, co-chair and CCO of Africa “The new creative is the same creative as always: the duo (and it’s worth remembering here that there hasn’t been any other revolution since the duo was created). What’s new is how the new creative needs to work: that beyond their mandatory functions for craft (art direction and writing), knowledge of all the disciplines of an integrated delivery, he needs to be able to work together with the BI, Data, PR, Media, Planning, Technology teams that will add to this “new creative” technical capacity for today’s creative deliveries, because that has radically changed” Teco Cipriano and Mathias Almeida, ECD duo from Ogilvy Brasil “Communication creatives have always had curiosity in their veins, the intention to carry out an idea in different ways. Today, when I look at a creative specialist in shopper, especially, I expect nothing less than this curiosity guided by a look at the journeys , in behaviors, in the new business models that have been emerging on the most diverse platforms. We are living a hybrid moment of purchasing behavior that does not necessarily follow a straight line of awareness, consideration and conversion. Tati Piovezam, Creative Director at ARC “We are in the business of making an impact, both in business and in people’s lives, adding value to them. Today, people seek a purpose, a truth and this is often not solved only through communication, but through the intersections of disciplines. A good creative thinks not only of a campaign idea, but of an idea that combines a good experience, linked to a good campaign and so on. In addition, the new creative has to be a geek by nature and requires a lot of curiosity and ambition. I say this, because we obviously have more and more technology and new ingredients in our favor, and today’s creative needs to create with these in mind. new techs as allies” Mauro Ramalho, VP and Executive Creative Director at R/GA “The new creation must be integrative. It is necessary to integrate message, media and formats, always considering the way in which people consume content, entertainment and information. involved during the process, always in a collaborative way. It is necessary to integrate insights that come from the consumer’s journey because, there in behavior, without a doubt, it is always possible to map powerful signals. It is necessary to integrate data, in order to seek new behaviors and insights – before, during and after the campaign goes live – to be able to extract and react fast, testing and learning all the time. It is necessary to integrate with new ways of life and, of course, also with the communication opportunities that come with it, whether in the metaverse , NFT or in the world of games. It is necessary to integrate teams and take care of people. It is necessary to integrate and be committed to diversity and inclusion. These are the profiles we seek and not we give up to integrate our teams” Alessandro Bernardo, executive creative director at Artplan SP “The word that best describes a creative today is not ‘new’, but if it is ‘great’. Creative solutions today are very different from five or ten years ago, but the beginning (understanding the problem, feeling the same pains as the customer, seeking a genuine connection with the audience) remains the same. Understanding the human being nowadays is even more important with so many algorithms trying to guess what we think and surrounding us uncomfortably” Flavio Waiteman, partner and CCO at Tech and Soul “The new creative doesn’t have a face, it has no format. Just like the new advertising. There is no specific profile, and I also believe that there is no ‘complete’ professional who knows everything and a little more. The new creative is that professional What is missing from your team, which has characteristics and experiences that you don’t have. We have been looking for diversity. Not just in terms of gender, color, or social class, but of thoughts. The agencies understood that a diverse team, with people with different experiences outside the advertising, makes communication richer and brings more genuine points of view. To seek ‘Uniqueness’ in communication, we have to seek people who are also unique, and not who always drink from the same sources” Diego Ferrite, Creative Director at Talent Marcel “The new creative is also a professional governed by strategy and not just by good ideas. We are in an era of communication focused on business and any action without results, even if extremely creative, loses its value. The new creative also already mixes the disciplines previously separated and now works on and offline in an integrated way. Here, we are looking for people today who believe in this model: creatives who are not afraid of data, strategy and the need for results, but who, above all, work on it in a light, collaborative and humane way. People of different sexes, different ages, different places, different backgrounds and backgrounds, all contributing with inclusive and complementary perspectives” Fernanda Cepollini, CCO and CSO at Execution “In a way, the search for the creative of the new times goes through the same foundations of the creative of yesterday: someone hungry for the new, the different, the never done before, someone who is passionate about people and lives in deep connection with culture. The difference is that, nowadays, this creative has an infinitely greater number of channels to consume and contact points to relate to than the creative of before. In addition, the speed of information and, consequently, of cultural changes, is equally This leads us to a fundamental point in the search for the creative of the new times: someone who has all the above characteristics, but who also has a great power to adapt to change, agility to do it and, above all, resilience to deliver it” Luis Constantino, CCO from Oliver Latin America “Some things have not changed. The creative must still be a professional interested in all kinds of subjects, have a vast repertoire that helps to find creative solutions, experiment and try new things. However, new postures need to be adopted, as the market of work is constantly changing” Ricardo Rimoli, partner and creative director at Colony “What I look for in a creative today is what I’ve always looked for: curiosity, restlessness and passion. Those who have these three qualities may not have everything, but they certainly have the most important thing” Renato Simões, CCO and partner at The Juju Brasil “The new creative adapts quickly and does not suffer from changes. Look, things have become quite complex, but a metaverse of opportunities opens up for us. The total renewal of the new creative goes through the discourse, the purpose, the formats, the tools and, mainly, for the personal interpretation of the world around them. The creativity of the campaigns competes with the creativity of tiktokers, instagramers, youtubers, memers, whatssapers. These are much more free to do what they want. The new creative has to play the new game while still being relevant, surprising and sometimes iconic and memorable. The new creative never gives up. Or it will only be new” Marcelo Siqueira, partner and CCO of 11:11 “To create, today, is to understand that advertising is part of culture. Everything we create needs to be in tune with the cultural product of the people and the time in which it is inserted. It needs to merge and blend in with what is being created in the most diverse means and in the most diverse ways. The creative that we have been looking for must understand, live and be part of all this diversity. They are professionals capable of bringing, to the agency, all this wealth that people are producing around the world. music, artistic manifestations, aesthetics and guidelines that permeate our society. Realizing that creativity is something alive, which is intimately connected with people’s history, origin and cultural background. This is where another fundamental point comes in: being open to create together. It is definitely no longer possible to produce relevant things living inside the advertising bubble. It is essential to learn to create together, becoming a link between the brand strategy and the spontaneous talent that comes from other actors” Rodrigo Poersch, partner and CCO of SoWhat “The new creative comes from several different schools. Today we have a more plural, more inclusive creation, with professionals coming from different strata of the Brazilian reality. Brazil is a plural country in terms of reality, so we need to reflect this plurality in our team to talk to all brand consumers. This is very important to bring more points of view about a communication strategy. The characteristic we seek remains the same: we seek creativity. The difference is that today we have expanded the range of where we look for these professionals, enriching our teams and, consequently, the final delivery to customers.” Pedro Utzeri, V P of creation of Leo Burnett Tailor Made “ Social networks have changed the profile of creatives we see today. With the networks, new ways of creating and talking to people also came. Formats have changed, the way of expressing oneself is constantly changing, and who are guiding this change are creators, influencers, designers. Today, we are looking more at this professional profile that is extremely creative and attuned. When we analyze a candidate for vacancies at Creation, for example, we have given much less importance to his education and looking more at his life history, his hobbies, interests and side projects, which end up being the engine and essence for creativity. .” Vinicius Stanzione, also VP of creation at the agency