What I learned at #CATFOA on 1/31

This past Monday night the first Conversations about the future of advertising event (CATFOA) was held at the Fine Line Music Cafe in Minneapolis. Despite a snowy day a decent crowd awaited Ana Andjelic (@andjelicaaa) Planning Director at HUGE, Inc.

Ana's topic was "Do we need a new definition of creativity?" Ana is a native of Serbia and has received a PhD from Columbia University. She opened up by saying that the digital space is kind of like a kid's birthday party as you kind of never know what will really happen at the party.

"Creativity is the medium and not the channel." She mentioned the "neighborgoods" site as one that uses collaborative consumption. And "skyara" as a marketplace for experiences.

She closed with five guidelines/signposts for creativity:
1) There are NO shortcuts -
2) How do you frame the problem?
3) Choose your own adventure
4) Behaviors, not tools - the DonQ Rum brand as an example
5) Bricolage, not jigsaw - the chalkbot from Nike as a great example

A great quote that she used was "Be less wrong than yesterday" from Adam G. Message being learn from your mistakes and clearly that is critical as we try to move our clients businesses forward.

Her main theme was that briefing/planning has typically been focused on one person. She believes that "context maters more than a perception" and that we need to think broader from a planning perspective as we move forward.

Once again a great session at CATFOA and looking forward to the next event in February. Will you be there?
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