CMO predicts it will, in a year-end roundup of expert opinions.
The technicians have had their day.
One in three campaigns fizzle.
Perhaps the creatives' time has returned.
"Blow up any process that isn't dynamic and collaborative," Darren McColl, SapientNitro, told CMO. "Creativity in a world of technology takes constant collaboration, not process."
Here's what others had to say:
Marketers, please come out from behind your tech and data and start acting like humans. You’ll be amazed at what can happen. — Jeff Pundyk, The Economist Group
Do something unexpected, launch a breakthrough, challenge a leader, 'wow' consumers, make memorable moments, engage in new conversations. — Ed Vlacich, National Brands
Effective creativity now requires pairing shrewd psychology with showmanship. In 2016, I resolve to channel, daily, Daniel Kahneman and P.T. Barnum. — Marsha Lindsay, Lindsay, Stone & Briggs
In an age where brands know more than ever about our customers, embracing creativity and fearlessness should no longer be seen as risk taking but instead as smart, innovational thinking. — James Earp, Razorfish
Be bold, be creative, but be human. Think beyond getting attention; design for engagement. And design beyond impressions, think expressions. — Brian Solis, Altimeter Group
Next year, we’re daring to go from being valued to being loved. We’ll be showcasing the power and value of creating an emotional connection. — Susan Ganeshan, Clarabridge