“The Key - Quick Conversations on Creativity”: Sir Martin Sorrell (Exec Chairman Monks)

💥 “Great creativity is understanding insights from data… and understanding technology. That is the new revolution” 💥
Sir Martin Sorrell, Executive Chairman, S4 Capital Group and Senior Monk at Monks

🌴 We are at the Cannes Lions International Festival of Creativity, I'm continuing my "Quick Conversations 🎤 " series and being a correspondent for The Marketing Society, and I was lucky enough to speak with someone who has been shaping this industry for more than 40 years❗

At The Monks Café, just next to the Palais, I had a "Quick Conversation" with Sir Martin Sorrell. the legendary leader who built WPP into a global force and is now shaping Monks into his vision of what the future of marketing demands.

👉 I asked: “What’s The Key 🔑 to Great Creativity?”
And his answer could not be more relevant for the times we are in.

Here is what Sir Martin Sorrell shared:
1️⃣ “What is driving the new revolution is an understanding of data and an understanding of tech”
2️⃣ “The creative agencies that will win are the ones that can balance creativity, tech and data”
3️⃣ “Data is not your enemy. It gives you greater insight. Tech is not your enemy. It is a tool”
4️⃣ “With personalisation at scale, human creativity becomes even more important”
5️⃣ “It is not about Mad Men nostalgia. It is about differentiation, transformation and balance”

🧠 A powerful point that creativity today needs to blend human insight, smart technology and sharp strategy...and not everyone is ready for it!

🙏 Huge thanks to Sir Martin Sorrell for this insightful and timely take on the future of creativity....and to Jason Day Exec VP and Evelyn Hsu at Monks for helping to organise this!

More "Quick Conversations 🎤 from Cannes 🌴 " coming soon…

📢Shout out to The Marketing Society Team and my fellow correspondents: Rachel Letham (Montague-Ebbs) Siew Ting Foo Didem Molay Sevin Abigail Dixon FCIM/ICF Aretha Yorke Sabeng Linn Frost Richard Boon Munas van Boonstra Sabina Jasinska

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