The nature of creativity in brand communication is changing. There’s a need for greater authenticity and meaning. How do you find that? That is the power of emotional data, which Chief Creative Officer of BBDO India Josy Paul will be discussing in Cannes on Friday, 24th June at 10:30am, when he hosts his talk on why people are looking for meaning, not brands.
“It takes deep listening to excavate this kind of data… the result is creative! In a way, creativity is also about curating empathy. Our ability to understand people and their unsaid hidden fears, anxieties, hopes, dreams and truth. It takes deep listening to excavate this kind of data… but the result is creative!” says Paul.
It is insights like the power of emotional data, not hard data, that can often unlock things that cannot yet be observed using hard numbers. This data of the soul involves an uncomfortable understanding of people and society. But, if handled sensitively, it has the power to transform brands and culture.
This discovery process cannot be found in textbooks. Getting it right is not easy, however when you do, society responds and brands thrive.
Conversations around how people are looking for meaning, not brands are crucial in transforming brands and society, so join the conversation with Paul on creativity and emotional data. Embrace sensitivity in a world where no one is listening on Friday, 24th June at 10.30 am in the Meet Ups Space, Palais II.