Results tagged “Cannes Lions”

“The New Creatives Report” Is Here, and It’s Good News

We all love talking about creativity, but we seldom take time to examine the state of creative professionals themselves. For those of us who chose a creative career, are we happy we did? What inspires and motivates creative professionals to do their greatest work? How do Creatives feel about the pace of change in the industry?

NewCreativesStudy

Today we released some striking research to delve into what really makes the creatives tick. We’re calling it “The New Creatives Report,” and it’s based on a survey of more than 1,000 U.S. creatives – all designers, photographers, illustrators and the like. Some of it really surprised me, and all of it reinforced something that I already believe: creative professionals are taking the reigns on their careers and, with new technology and shifts in the creative industry, have the wind at their backs.

A few top takeaways from those we surveyed:

Creative professionals are creating FOR mobile, and want to create WITH mobile. Seven out of 10 say they create content specifically for mobile, and 87% of those say it’s had a positive impact on their work. They also want to create on mobile devices, with tablets being an up-and-coming device of choice. Survey respondents also said “app development” is the #1 sought-after skill in the upcoming year.

Social media is becoming a top source of inspiration. Gone are the days that we relied solely on museums and trade publications for inspiration. Twice as many creatives see social media as the best source of inspiration compared to more traditional sources. And almost 1/3 cite inspiration and collaboration as their top reasons for participating in online creative communities. And it is interesting to learn that, when it comes to online creative communities like Behance, “inspiration” and “collaboration with others” are valued even more than things like self-promotion or job prospecting.

With opportunity comes great responsibility, and the pressure is on. When we asked, “what keeps you up at night,” the top answer was “pressure to deliver creative ideas and content faster than ever.” This pressure is on top of a lot of change in their roles and the industry: Almost half think their own role will change in the next year, and over three quarters say the industry is changing rapidly with new technologies as the top driving force behind the change.

Versatility and Optimism! 96% of Creatives surveyed are happy in their careers and 88% believe they have a strong influence on their companies and clients. Quite striking, and I’m pretty sure that there isn’t another career out there that would have those kinds of numbers. Creative work is a labor of love.

New Creatives Report - What Motivates You

I’m speaking at the Cannes Lions Festival of Creativity today. If you’re here, come stop by my session and let me know how our research strikes you – or you can connect with me on Twitter (@scottbelsky) or leave a comment here. Below you can check out the full study, very cool infographic done by Non-Format, and an Adobe Voice piece with more details on the research. And if you’re curious about what Adobe is doing next, be sure to check out our big event on Wednesday. We have some fascinating stuff in the pipeline that my colleagues and I are excited to share…

The New Creatives Report – June 2014
Highlights of the findings via Adobe Voice

The New Creatives Report – June 2014 Infographic

On the Ground at Cannes Lions 2014

New Creatives at Cannes

It’s that time of year again, when we hit the warm beaches of the Mediterranean and celebrate all things creativity at Cannes Lions (June 15-21). The gorgeous location is noteworthy but we’re most excited to see amazing creative work win awards! Beyond the parties, here’s a snapshot of where you will find Adobe in Cannes.

First up, if you arrive Sunday, swing by the Cannes Connect Bar at 17:30-19:00 to meet us and other young creatives from all over the world and ease into the week.

On Monday, don’t miss The New Creatives seminar at 11:00. Our VP of products-community and head of Behance, Scott Belsky, will be hosting a conversation with Yves Behar (fuseproject founder and CEO) and PJ Pereira (Pereira & O’Dell co-founder and CCO). They will discuss their #NewCreatives story, diving into the hows and whys of breaking the confines of being just a [FILL IN TITLE HERE (e.g., art director)].

Take part in art! We’ve picked Cannes to be the location of one of our Random Acts of Creativity. 3D street artist Manfred Stader will be creating a piece live, that you can interact with. He’ll be working most of the week right by the Palais. Stop by, see the work in progress, and most importantly, be in the piece itself when it’s completed on Wednesday the 18th. Follow all the Random Acts of Creativity on social using #CreateNow.

Ride Cannes – Cycling enthusiasts can join our daily rides and take in Cannes at over 15 mph with our Mediatech Cycling crew. Get all the details along with the schedule here.

Finally, stay tuned to @Adobe to keep up with all the Cannes Lions conversations and highlights. We’ll be on the ground, providing updates of activities including results from the Creative Effectiveness Lions and the Young Lions Competitions, which Adobe is sponsoring.

Are you going to Cannes as well? Find us! And follow all the social media conversations using #CannesLions.

Day 2 at Cannes Lions – What inspires creativity?

On day 1 in Cannes, France we focused on marketers and asked if everyday consumers trust them. Day 2 was all about the creatives. We took the camera crew around the festival and asked people – with a focus on the Young Lions – what gets their creative juices flowing? Where do the ideas come from? Do the tools they use to make their creations actually help the ideation process? See what they had to say.

You can see the creative fingerprints of other creatives in this dynamic infographic. Soon you’ll be able to add your own take on the questions, and the infographic will update in real time (!) — keep an eye on this space for more details.

Day 1 at Cannes Lions – “You can’t trust Marketers.”

photoToday’s digital marketing innovations give marketers a newfound credibility. However, our recent search showed that marketers may still be missing the mark, as consumers still believe marketing is ineffective and view the marketing profession as one of the least valuable professions to society. We as marketers still have a lot of work to do to help dispel some of these common myths, and today’s panel at Cannes Lions, “You Can’t Trust Marketers,” aimed to do just that.

Moderated by Adobe CMO Ann Lewnes, with Tina Brown, Lisa Donohue, and Steven Althaus, the speakers discussed and debated the changing landscape of digital marketing and how it impacts what marketers can, and should, do better. They discussed a variety of topics including brand authenticity, user generated content, integrating marketing across functions, and proving the ROI of marketing investments.

After the panel, we got a chance to talk to festival attendees for their take: do they trust marketers? The results were interesting and entertaining, check out the highlights reel below.

You Can’t Trust Marketers. Or can you? Find out at Cannes Lions 2013

You Can't Trust MarketersIt’s hard to believe that another year has gone by and we’ll be back again on the sunny beaches of Cannes for the 60th Cannes Lions Advertising Festival.

We’re kicking off the week on Monday, June 17th at 10 a.m. with a panel, “You Can’t Trust Marketers.” Did you know that 80% of CEOs say they can’t trust marketers? It’s time to prove them wrong. Today’s digital marketing solutions are renewing the credibility of marketers, and putting the advertising world in a position to prove its business impact like never before.

Come hear the best minds in the industry, including our own CMO Ann Lewnes, Lisa Donohue, CEO of Starcom USA, Dr. Steven F. Althaus, Director Brand Management, BMW, and Tina Brown, Editor in Chief, The Newsweek Daily Beast Company, discuss marketing’s changing landscape. Will you be joining us?

For those of you who will be following the festival from home, follow us on Twitter: @Adobe. We’ll also be blogging highlights and capturing videos throughout the week here and on our Cannes site so check back for more.

A Look Back at Adobe in 2012 – Part Two

Our top 12 moments of 2012 countdown continues. We’re closing out the year with the final 6. If you missed part one, you can catch up here.

Moment No. 5 – Cannes LionsData

Our team was back at the Cannes Lions Advertising Festival this year. We centered the conversation around data and creativity, and a look at creativity ‘Then & Now.’ We had the chance to connect with leading creative professionals and marketers, and even an inspiring entrepreneur, Jordan Casey – Europe’s youngest developer.

Moment No. 4 – Digital Marketing Summit

We hosted two Summits this year – one in Salt Lake City, Utah and another in London, England. Both Summits focused on ways customers can better measure, manage and optimize their digital marketing investments. Our Salt Lake City event boasted speakers such as Biz Stone, Arianna Huffington, and the Grammy-winning band, Foster the People. Check out a recap of our favorite moments on our Digital Marketing Summit blog.

summit

Moment No. 3 – Social Media Week

Our CMO, Ann Lewnes, kicked off Social Media Week at Adobe with her keynote, “Confessions of a Digital Marketer.” Throughout the day, we hosted great conversations about the impact of big data on social media with guest speakers Jeremiah Owyang and Susan Etlinger from Altimeter Group, as well as other social practitioners from across the Silicon Valley. Check out our image ‘Bird’s Eye View of Social Media Week,’ and revisit some of the event panels and presentations on our Adobe TV channel.

Moment No. 2 – Sundance Film Festival

At this year’s festival, we had a digital reporting team on the ground capturing all of our favorite moments during Sundance. From our panel, ‘How Technology is Influencing Storytelling and Film,’ to movie premieres and even bus rides around town, Matt Rozen and Meagan Keane reported on the sights and sounds of the festival for all of us who could not be there in person in their ‘Adobe at Sundance’ series.

Sundance

Moment No. 1 – Connecting With You

Our favorite moments every year revolve around connecting with you, our fans. This year, we’ve expanded the ways we can communicate with you where you are. We’ve introduced our presence on Pinterest and Instagram, and expanded our footprint on LinkedIn.

Thank you all for a great 2012. Here’s to an exciting 2013! From all of us here at Adobe, we wish you the very best in 2013.

Young Lions from Australia on Creativity, Then and Now

We are back from Cannes Lions and continuing to sit down with this year’s Young Lions Competition winners to get their thoughts on Creativity, Then and Now. Next up, we spoke with Sirisha Pulapaka and Helen Luong from Australia, Silver medalists in the Young Marketers category. See what they had to say below.

Have you always been compelled to create? Was the instinct there from a young age or did this happen later in life?

We believe creativity is in our genes and we continue to develop and nurture it through our experience and learning’s. Creativity needs to be harnessed by developing talent and skill, which are two very different things as creativity is a potential in all human beings. Sirisha said that in her childhood, analysing and rating ads during commercial breaks was a treasured pastime. She says “It’s all about keeping the inner child alive. We ‘ve continued to train our talent by gaining industry exposure and improving our skills by learning from those that have gotten it right through sheer hard work.”

What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between Then (such as the 1960’s, “Mad Men” style) and Now?

The digital revolution has drastically shaped the marketing and advertising space over the last few decades. In an amazing talk at Cannes; VP, Johnson and Johnson, Kimberley Kadlec introduced 4 new P’s to the marketing mix to include digital; purpose, presence, proximity and partnership. The 1960’s approach was more about connecting emotionally with the customer and influencing their thought process. Advertising today has taken a dramatic shift, focusing more on consumers as individuals with purchasing power. Marketing mediums have changed with the shifts in consumer behaviour and the technological evolution, defining marketing strategies today.

What are your thoughts on how creativity and marketing data have to work together? Page views, clicks, and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men?”

Creativity is the dark knight of marketing data; it’s that hidden saviour that finds a way for raw numbers and insights to become something that deserves the 1000 likes or tweet mentions. It’s no longer about the top ranking search results. To become successful marketers, you need to engage the community. People of today want to be a part of the conversation, be it around a brand, not for profit or a subject of interest. They want to see how they are benefitted, can be interactive or know how their contribution has helped achieve results. It’s the marketing strategy that ties creative and data together, finding solutions to a math problem using a new creative canvas. 

A Q&A with Young Lions 2012 on Creativity, Then and Now

Although we’ve been back from the Cannes Lions Advertising festival for a few weeks now, the conversation
continues. I reached out to the talented winners of the Young Lions competition to learn about their creative inspiration and how they think creativity has changed today.

We’ll be sharing thoughts from this year’s winners throughout the next few weeks. First up – Laura Robinson and Rosie Duncan from the United Kingdom!

1. Have you always been compelled to create? Was the instinct there from a young age or did this happen later in life?

LauraI’ve always had an artistic flair from a young age. Creativity and art is a passion for me and I always find myself having brain waves, normally when I least expect them. I could be on the treadmill at the gym or listening to someone presenting and then all of a sudden an idea will come into my head and I’ll become fixated on it. I get bored really easily so when I was young I would always fill my time making things from designing clothes to decorating cakes – I guess I always like to be busy and even though now I have a career in media I will always be thinking of business opportunities and ideas for starting my own business.

RosieCreation for me is about the satisfaction of the end result. It’s about seeing your idea turn into a tangible object that you can share, be proud of or (often) laugh at. The ideas that come to fruition over the course of your life reflect your growing up and life stages – whether it be from a fashion you were wearing to a song that you wrote which is reminiscent of a particular moment. Creativity is a release, whether it be writing, singing, painting or capturing the moment, and has been an essential reason to the sanity of my life so far.

2. What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between Then (such as the 1960’s, “Mad Men” style) and Now?

Laura & Rosie- Now it feels like there is a lot more background research and proving why we are proposing certain ideas to reach our target audience. There is a lot of data and in-depth reasoning behind an idea. Now we live in a world fuelled by instant gratification and technology which changes faster than we can keep up with. It’s a challenging time to work in advertising but also an extremely vibrant and inspirational time. We have so much choice from what devices we use to what media channels we can reach our audience on. Cross-media and multi-platform brand solutions are a standard now and every agency claims to be a fully integrated communications agency. Yes there are specialist departments but it is far more integral now to work much closely together.

3. What are your thoughts on how creativity and marketing data have to work together? Page views, clicks, and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men”?

Laura & Rosie – There’s no reason why data can’t be creative. In Cannes we saw an inspirational talk from Twitter CEO Dick Costolo who showed us a visual map of the global tweets which were sent during the England vs France Euro match and it was an extremely visual representation of some standard numerical stats. Data can be used to create ads and ads can be used to collect data but what may be interesting is visualizing that data in an ad format. People like to see that they are a part of something, have their voice heard and their contribution accounted for. It makes them feel part of what’s going on.

Adobe’s CEO Shantanu Narayen speaks at Cannes International Advertising Festival 2010

We are excited to attend the Cannes International Advertising Festival this year for the first time ever. The Cannes Lions festival is the global meeting place for those who are passionate about creativity in communications and is known for its program of awards, considered the “Oscars” of the advertising world.

On June 24th, Adobe CEO Shantanu Narayen participated in a one-hour invitation-only speaker series that featured top industry leaders including: Joseph V. Tripodi (Executive VP, CM and Commercial Officer, Coca-Cola); Mark Zuckerberg (CEO, Facebook); Jeff Goodby (Goodby Silverstein & Partners); Maurice Lévy (Chairman, CEO, Publicis) and film producer John Landau.

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In his talk, Shantanu described how the advertising and media industries have undergone a massive transformation in the last decade. People are “hyper-connected”, consuming more and more media, simultaneously from different devices. As a result, brands have to manage consistent and compelling experiences across multiple touch points to be effective. And while technology and devices enable the delivery of content in today’s environment, it is the content that inspires and engages the audience and turns a business transaction into an engaging experience. Within this context, Shantanu discussed Adobe’s role in enabling new forms of creativity to help move businesses forward in this new landscape.

Shantanu also highlighted some of today’s most successful digital advertisers who are championing major brands. He discussed how Adobe is working with our partners to build open, integrated digital platforms that bring this transformation into focus at every step of media creation, delivery and optimization – and why the opportunity for creativity and profit have never been greater. He highlighted examples of brilliant digital creative such as the Nissan LEAF website, the Adidas TeamGeist online game, the Sprint Now widget library and the Wired Reader digital magazine experience on an iPad. Demonstrations included a multiscreen experience with World Cup soccer content across PC, TV and the just-announced Motorola Droid X smartphone.

Near the end of his discussion, Shantanu was joined on stage by Rich Silverstein of Goodby, Silverstein & Partners, to unveil a preview of the Adobe Museum of Digital Media which will be launching its first full exhibit in September 2010. The Adobe Museum of Digital Media (AMDM) is a first-in-class virtual museum that showcases the many faces of digital media and its influence on how we live and communicate in the world today.

Shantanu ended his talk with a message to businesses, creatives and advertisers: Adobe’s goal is to be a neutral, trusted partner ensuring their ability to create the most brilliant and engaging art possible, to deliver that work to the broadest possible audience and optimize those experiences for the greatest ROI. He acknowledged that it’s not about devices or technology, but about their power to create content, engage audiences and influence the world.

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