People often think that innovative and creative thinking is the biggest enemy of patterns. And that’s where they’re wrong. You can spot hidden patterns and their codes even in the most innovative ideas! These codes will be decoded by Media and Branding modules’ participants at the Direct Media Academy, set to take place at Madlenianum from May 28 through May 30. At the special workshop titled Cracking the Codes of Creativity and Innovation, they’ll get held from Ravid Kuperberg, partner and trainer from Mindscapes, an Isreaeli agency that holds trainings for the world’s biggest brands and companies. As the Academy’s special guest, Ravid will give a talk titled Storyteching or Translating Innovative Technology to Effective Storytelling on Festival Day, May 30.
Since this year’s Direct Media Academy theme is “New Era of Communication” what are in your opinion the traits of new era of communication based on digital technology?
I think it’s still about storytelling. And how it has changed and transformed.
For example the transformation from telling people a story, into giving people a story to tell. From being valuable to generating shared value. Which means the transformation from storytelling to storysharing ideas.
Or how brands today use innovative technologies and platforms to deliver value which delivers their stories. And the transformation from storytelling to storyteching ideas. Technology should never be the life of the story, it should help bring a story to life.
And then there is all the data brands today are able to measure and use. Data is only as powerful as the story it can inspire.
While working with brands and agencies all around the world, what have you identified so far to be the most difficult challenges for brands and marketers?
Two things come to mind. Which are connected to each other. Managing stress and managing risks. Brands today need to release control of the end creative outcome, while maintaining control of the end message delivered. They are required to deliver an idea/message, while also delivering an outcome people engage with on the merits of its genuine life value or genuine content value. All in a reality where breakthrough thinking and minimal time to market for ideas are a must. Not easy at all…
That’s why I am firm believer that structuring the way you think is such a valuable aspect of brand communications today. And is very helpful with the brand-agency relationship.
During your sessions at Direct Media Academy, we expect „compelling and entertaining content that crosses the boundary between the digital and the physical, between the online and the offline“. How should brands prepare for this merge of two worlds?
By using their creative thinking assets for two combined tasks: the idea and the implementation. Having a great idea and implementing it poorly without exploring its full potential to engage people is a waste. The “how” part of the creative thinking can be just as valuable and creative as the “what” or the “why” part.
You should never start with it, but that’s exactly why you should also never consider it as a technical process rather than a creative one. Perhaps that’s why today it’s not enough for creative talents to be just thinkers or storytellers, they also need to be makers. They need to provide creative solutions not just for creating an idea but also for bringing it to life, and into people’s lives. In zero time. It should be part of their drive. And their responsibility. And it can be a lot of fun, because it’s another creative world to play in.
The Mindscapes methods are tools created by analyzing the most innovative and creative award-winning campaigns from around the world, while decoding the recurring thought patterns embedded in them. Are the tools Mindscapes proposes universal and adaptable to any market? What is their key benefit?
I think so. They should be relevant and applicable to every market and every brand. Because they are not there to replace people’s creative thinking skills or personal experience and professional knowledge. They are there to serve them and help them become more powerful and efficient. Even the most talented and experienced creative thinkers will admit that thinking about an idea is usually like exploring a dark room, waiting to bump into a good idea. You trust you will eventually bump into one, but it would really help if a beam of light somewhere helped you know where to start your exploration. And I believe this what our thinking tools do. Speaking of darkness, I think our thinking tools also help shed some light on how breakthrough creative ideas are born. Which helps address the stress issue I mentioned earlier. More understanding, more logic, means less stress.
What will the attendees of workshop „Cracking the codes of Creativity and Innovation“ have the opportunity to learn?
That if you add structure to your creative thinking it becomes more efficient and effective. And that structure doesn’t compromise the ability to be extreme or unexpected or original. On the contrary. There is actually an amazing lecture by John Cleese from Monthy Python on this topic, from the 90’s, which I strongly recommend seeing (yes I know it’s old… but still very relevant and entertaining): https://youtu.be/Pb5oIIPO62g
What are in your opinion the main characteristics and skills a marketing professional should possess in new era of communication?
As always, the main skill is understanding people, and their lives, and the dramas they experience in their lives. And how to address them in a creative new way relevant to the brand and its life. How do you that? Isn’t that what I’ve been jabbering about so far?
Save your spot at https://directmediacademy.com/ now.
ABOUT RAVID KUPERBERG
Ravid Kuperberg is an experienced speaker, always tackling colorful and extremely complex topics — structured creative thinking in brand communications. For a while now, the imaginative and always curious creator’s expertise has been widely used by the world’s biggest agencies and brands. And it won’t hurt to mention the thirty Cannes Lions (as well as three Grand Prix Lion awards) that are comfortably sitting on the display cabinets of Mindscapes workshop participants. The name of Mindscapes denotes an elaborate training system for perfecting innovative and creative thinking and action. The training methodology is specially tailored for each industry branch (advertising, media, digital, TTL, and PR). Ravid is a former marketing expert with a background in strategic and creative roles. He kicked off his career as a strategic planner, after which came a stint in copywriting, and then he focused his creative potential on the role of creative director. He is a frequent keynote speaker and trainer at the biggest international marketing conferences and advertising festivals. This means that he is a mandatory guest at the prestigious Cannes Lions International Festival of Creativity, as well as at the 2019 Direct Media Academy!