Technology vs. Creativity will be the next frontier to be answered by agencies for the years to come. As technology has grown, agencies have had access to unprecedented levels of data, allowing them to know better their audiences and markets. On the other hand, creativity has allowed agencies to create campaigns and shift narratives in such a way to create compelling stories to draw consumers into the realm of the brand. As a way to deal with this issue, dynamic creativity is becoming a major key player.
In today’s market, dynamic creativity is shaping the future of the industry. This new feature allows brands to create personalized content as a way to draw in new customers. This is the perfect example of the combination of creativity and technology. The creative muscle creates the message and the narrative tailored to the customer needs while the technology brings data about the customer and delivers the message.
At Appetite Creative, we have developed our signature product around that principle. Liquid skins are our way of shaping a narrative tailored to the needs of our clients and allow the technology to serve as a distribution channel to reach wider audiences. Applying the different channels as a way to create attractive content under applicable support, such as Wordpress or Javascript, and then rely on technology as a way to deliver the projects. As of right now, major brands such as Disney Cruises, Le Méridien, Guinness, and many others have used our product and needless to say they are beyond pleased with the end result.
It is crucial for agencies to find the perfect balance between technology and creativity. Creativity will help companies and agencies to shape the narrative into compelling stories. Technology will allow for those stories to be transformed into digital formats that can be viewed by large audiences. Similarly to the white line dividing the Yin and Yang, the balance between technology and creativity will allow agencies to strengthen a human voice in an era where technology is the main driver of innovation.