Creativity and the "algorithm of surprise": Insights form the Festival of Marketing
Lena RolandWarc
One of the major themes explored at the Festival of Marketing, an event held in London in October 2013, was the importance of creativity. More specifically, a variety of speakers discussed whether this concept is under threat from, or being superseded by, science and data. And two presentations – one from television broadcaster Channel 4, the other from specialist agency We Are Social – highlighted the importance of "disrupting the algorithm" as a way to keep originality alive.