Creativity is at the very heart of a company’s development strategy. Emerging media and digital technology are overturning the codes of this creativity, and it is important to know how to deal with these new elements. So what are the major challenges facing creative people today? Benjamin Marchal, board member of the Club des DA, gives us his analysis and interpretation.

Today’s creative challenges

Today’s creative professionals face a number of different issues. First of all, the key is to achieve and maintain a more liquid creative output, without losing the purity of the idea. In reality, it is often difficult to maintain the creative side at all points of contact. The initial idea can get lost, and lose power and effectiveness.

What’s more, after analysing the Club des DA’s 2018 awards, we see many brands in direct competition in the same creative space. For example, MacDonald’s and Burger King, Intermarché and Monoprix or Leroy Merlin and Castorama. Competing brands, exercising their creativity in the same sphere and at the same time. A rather positive analysis for creativity, given that these same advertisers had little to do with creativity a few years ago, and are now coming to the fore.

Finally, there is an emerging trend in the creative world over the next few years. The poster medium is expected to make a strong comeback. The reason for this? The over-development of the internet, which is invading our daily lives with new formats and new advertising. This invasion has led to the emergence of adblockers, which will have an impact on digital advertising.

OOH remains a simple medium, offering a simple, visual hook. The medium is unavoidable, and is inevitably seen, without provoking exasperation or an invasive feeling.

Advice for young creatives

In order to be as effective and creative as possible, Benjamin Marchal offers three tips for young creatives. Firstly, freelancing is fundamental. It’s essential to see and understand what’s been done before. Secondly, confronting the blank page is a fundamental step. Cut yourself off from the internet and any other environment that might interfere with your thinking: it’s important to get your head and your inspiration working in the creative process.

Finally, culture is essential. Cultivating yourself and changing codes remains the surest way of achieving an original and unique creation.

A record-breaking billboard

To promote a new SUV, Ford drew up the brief for an impressive campaign. The aim was to present a new Ecosport SUV, capable of criss-crossing the city as well as getting out of it. The manufacturer set up its campaign on a giant 5,265m² photo, installed on the famous Espana Building, in the heart of Madrid in Spain.

The canvas required many hours of work, including no less than 65 hours devoted to retouching. With a height of 135 metres and a width of 54 metres, the manufacturer beat its own record of 241.93m² in 2014.

Proof that billboards can be seen by everyone!

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