GOAFEST2023: THE FUTURE OF CREATIVITY IS HERE
A theme for Goafest 2023 this year was “The Future of Creativity is here” exemplified by global speakers, relevant panel discussion amongst industry leaders to discuss ongoing & upcoming key challenges of the industry.
Goafest, as always, yet again proved to be an extravaganza, which went on for three days – with high-pitched energy of people representing advertising ecosystem from creative industry, media agencies, media companies and brand marketing professionals. There were multiple masterclasses, learning sessions, panel discussions, experience zones, award nights with food & drinks flowing nonstop to keep the enthusiasm going not just for a day but also till late evenings.
This year the award nights were special as Abby has partnered with The One Show bringing international expertise which was able to brought in higher number of agency participation and higher amount of entries bringing incredible award evenings testifying the industry’s zeal to celebrate their team’s creativity and innovation for the year.
Each morning session started with the musical performance – in accord with the enthusiasm of a good song which can gave a fabulous start to the day. With an aim to give creative community a platform to showcase their musical talents, Goafest 2023, this year also launched a unique initiative – ‘Advertising Rocks’, where musical talents representing our industry to entertain the delegates & at the same time, also builds to the enjoyment of Goa experience. All these new initiatives helped to keep the enthusiasm high till the last day.
Ed from WARC APAC spoke on the theme – Supercharging creative effectiveness, elaborated on the impact of creativity by defining effectiveness on two fronts – advertising that delivers on the objectives. And the second, advertisements that delivered commercial success, making it an investment (not a cost). He demonstrated the power of insight-based creativity with an example. And, spoke about the importance of generating idea integrated with consumer insights along with local culture that cuts across the clutter to deliver useful solutions to the marketing problem that are of value to the end consumer.
Nick from Accenture Song showcased Principles for the future of creativity with the seven key pointers. He spoke about the perception of creative people who view technology as the enemy, by saying, “You can’t crack creative without technology to take an idea and put it out in the world”. Arguing that “Technology is Creative”, he cited example of how photography which primarily started as a complex work done by chemist turned into an art form when creative people started to adopt it. Similarly, film which started in the theater format later adapted by creative people for their means of storytelling. He emphasizes to say that we need more creative people who can help to adopt complex technology like Generative AI to more simplified format.
Likewise, Josy from BBDO India stresses on EI (Emotional Intelligence) by saying what makes technology unique when it comes to consumer level is ‘how part of it’ not ‘what part of it’ – AI is the ‘what’ while EI is ‘how’ making brands more relevant at the individual level.
And at the masterclass, Bharat started the session by telling that, “Stories are facts wrapped in the context and delivered with emotions” and storytelling is an important skilled required in business if you want to succeed.
I feel, Goafest, over the years, has earned its position as a destination that celebrates creative excellence in marketing communication disciplines in India and across South Asia. It’s also an august gathering of professionals working in advertising ecosystem which consists of people representing not only from advertising agencies but also media professionals, advertisers and key opinion leaders in our society where they exchange thoughts and discuss the future of communication industry increasing its role and accountability to further making way for growth of the industry. The beauty of this event is the participation and high enthusiasm shown by all the key stakeholders in the ecosystem.
Yes, there are countless challenges which we need to overcome together – as we enter into the era of Generative AI pushing the boundaries of what is possible at the same time, opening new doors to creativity and innovation. With advancements in technology, including machine learning, deep learning and enhancement in natural language processing capacity, the boundaries of creativity are being pushed further than ever before. There are rise in innovative technologies that enable new forms of creativity which includes virtual and augmented realities which are opening new avenues for artistic expression, allowing creators to build immersive, interactive experiences that is blurring the line between the physical and digital worlds. All these game changing developments are playing a meaningful role in shaping the future of creativity.
But, essentially, I also feel that this is a time for us to seriously look into rebranding our industry by being more open-minded to bring back the youthful energy who will work with experienced minds (like us) to redefine our industry and charm it deserves.
Mr. Ujaya Shakya is founder of Outreach Nepal and author of Brandsutra.