What does creativity look like in a digital context? What does it mean for your business, your campaigns, and your customers? This issue of Google’s Think Quarterly explores these fundamental questions and more — a must read for digital marketers!
(Editor’s note, April 4, 2:58pm: the below post is cross-posted from the Google Agency blog.)
As the internet comes of age, technology is catching up with our wildest imaginations. We can realize ideas that simply weren’t possible merely five years ago. And you don’t need to be a technologist or have “Creative” in your title to utilize technology in new ways; millions of people around the world are making, remixing, and sharing every day.
Case in point: There are over 800 exabytes of digital information in the world — words, videos, photos, music. To put that in context, a volume of the complete works of Shakespeare is about five megabytes. It would take one billion book-filled pickup trucks to make just one exabyte. This is our creative output — the sheer volume is equally inspiring and overwhelming.
Where to begin? Right here. The Creativity issue of Think Quarterly, launching today, documents this far-reaching transformation, cutting through the noise to focus on what it all means.
In “The Curious Case of Creativity,” Google VP of Global Marketing Lorraine Twohill sees creativity through an engineer’s eyes as a way to solve problems, big and small. Interviews with the founders of two award-winning global agencies, Sir John Hegarty of BBH and Ajaz Ahmed of AKQA, discuss what creativity means in a digital context and how you can encourage it, even at a big company. Creative minds from Mullen, Wieden and Kennedy, Barbarian Group, AKQA, and Anomaly pick their most envy-inducing digital campaigns. And “Lean Communications” looks at how technology is forcing the traditional creative process to get faster, smarter, and more efficient.
We also explore how the web is inspiring entirely new forms of creativity, like YouTube remixes, 3D models, data art and infographics, that are reshaping how we see the world. (And if you want to see how the web shapes your brand in particular, try our new “Brand Impressions” tool on Think Quarterly and Think Insights.)