“Technology will unleash creativity”, Romain Repellin and Régis Boulanger (Accenture Song)

Creativity can no longer be reduced to an advertising brief and a communication plan. With the revolution initiated by new technologies, creativity takes on a whole new dimension. It is, or should be, now present at all levels of the customer experience with the aim of solving business problems and anticipating those of the next five or ten years. This creative switch backed by technology goes above all through data and a deep mastery of customer knowledge. By taking creativity out of the traditional communication scheme and placing it in the field of the customer experience, we release its capacities and all its potential.

Creativity at all levels of the company

But today you have to talk not only to CMOs but also to CDOs, CIOs… You have to create these meetings, develop these relationships, learn each other’s language and propose ideas to the appropriate interlocutors. Today, too many proactive ideas, which could be game changers, get lost in limbo in the paradise of good ideas because they were not presented at the right time and to the right person.

The new modes of consumption generated by new technologies mean that today each facet of the customer experience is in itself communication. On all points of contact and friction, creativity can thus have a real liberating power. Creating a new way of interacting with the customer, rethinking the delivery experience, reinventing a new loyalty program, imagining new services… The field of possibilities is almost infinite.

With the latest crises (pandemic, climate, war, etc.), this reinvention is no longer an option but an obligation. Today, brands must adapt or… join the long list of those who have missed the innovation train.

Break the codes, reinvent your own rules

There are clearly places to be taken. We are also seeing the emergence of new players who are rethinking or totally disrupting their respective sectors. This is the case, for example, of the French start-up Virgil, which is reinventing the relationship with real estate for new generations by becoming a co-investor in your property. Similarly, in the banking industry, the Chip application in Britain analyzes our consumption behaviors via an AI to save and invest for us on a day-to-day basis. Isn’t the use of an Apple Watch in the process of bringing out insurance offers also linked to our behavior? Why have these new offers not been launched by the players already in place?

Today, new opportunities are available to brands. The development, certainly still embryonic, of the metaverse is part of it. He asks many questions to marketing departments. How will my brand be defined in a virtual world? Should it be reinvented or adapted? What will my brand be in 15 years?

Whatever path brands choose, they must above all bring something new to their customers, break the codes, reinvent their own rules, be pioneers in their sector. Like Nike, which, with Nikeland and using emerging technologies, is redefining the rules of sport to stay relevant. The rule is that there is none and that is what makes the whole experience. In a world where everything is constantly changing, brands must be aware that creativity is the key to solving many of the problems they face or will face.


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