The changing role of creativity: Views from Spikes Asia 2013

This report addresses the role and nature of creativity in the digital age. As social networks and similar platforms connect consumers across the globe, storytelling is taking on a more visual and varied role.

The changing role of creativity: Views from Spikes Asia 2013

Low Lai Chow

Storytelling is becoming more visual, more varied and more valued. That was the trend which Emma Montgomery, global product director of Starcom MediaVest's Human Experience Center, hinted at while speaking at Spikes Asia, the annual Festival of Creativity which this year was held in Singapore.

The digital experience of millennial consumers, for Montgomery, is characterised by showing rather than telling. "A common visual standard is being forged online, connecting millennials across borders and languages," she said. "What we see is that images on the digital platforms themselves...

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