"Advertising creatives need to learn what makes great advertising. Too many have not been fed the industry's creative tenets that are the underpinnings of historically great work. Creativity today requires a discipline that is learned through education, mentoring and experience. Without that, you essentially go into the same space as everyone else claiming to be a creative. And when that happens, AI and its robotic brethren will win."
"Keep in mind how creative legend Sir John Hegarty summed up the battle between technology and creativity: "Technology is a delivery system-you just have to make sure what you're delivering is memorable and motivating." There has been no shortage of opinions on what advertising creatives need to do to survive in our fractured industry, and most ring true. Yes, there is the human and emotional element that can separate copywriters and art directors from AI and others gunning for their jobs,"
Advertising creatives must learn and practice classic creative tenets through education, mentoring, and experience to produce work that machines cannot replicate. Great advertising reveals a truth, stays close to what the brand delivers, and keeps production in service of the idea. Simplicity, a memorable surprise tied to product benefits, intelligence over silliness, and medium-specific writing and design are essential. Human and emotional elements can separate creatives from AI when applied correctly at the top-funnel branding level. Without disciplined adherence to these guiding principles, creatives risk blending into a crowded field where AI-generated work outcompetes them.
Read at Forbes
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