Goafest 2023: Tech & human mind both needed to steer future of creativity: Ad experts

The three-day Goafest 2023, South Asia’s biggest advertising festival, got underway at the Grand Hyatt today. The festival kicked off with a performance by Kanika Kapoor, which was followed by the traditional lamp lighting and welcome address by key dignitaries.

Thereafter, the first session of the 16^th edition of Goafest 2023 commenced with News18 Network presenting, ‘Future of Creativity’, which highlights the theme of this edition of the festival – [The future of creativity is here’. The panel discussion was moderated by Rohit Ohri, Chairman & CEO, FCB Ulka, and the panellists included:

Anusha Shetty, Chairperson & Group CEO, Grey Group India

Josy Paul, Chairman & Group CCO, BBDO

T Gangadhar, Co-Founder and Group CEO Quotient Ventures

Dheeraj Sinha, CEO & Chairman, Leo Burnett & BBH.

What emerged from the discussion is that the future of creativity lies in the seamless integration of technology, empowering individuals to explore new horizons and redefine traditional boundaries, ultimately revolutionising the way we express, communicate, and experience.

T Gangadhar made a very interesting note about technology and our place, wherein creativity is involved. “It’s not man versus machine, but it is man with machine,” he emphasised, adding, “You need technology to run your data, but you need a human mind to add value to it.”

On the other hand, Dheeraj Sinha stated, “We believe that this is the best time to be in the business. Today, you have such a huge palette to play around with vis-a-vis images and copy that could be played around with back in the day. Creativity is the power to solve problems, which we have done, but now, imagine adding data and technology to it! The possibility is limitless!”

The panellist went on to discuss the importance of hiring capable talent that will only raise the bar of creation. To this end, Dheeraj SInha rightly mentioned, “There is no future for business if there is no future for this talent.”

More importantly, Anusha Shetty highlighted an opportunity, stating, “With every change that we witness, finding talent to embrace new changes is getting more complex.” While commenting on talents and searching the right fit for an agency, Josy Paul said, “A talent should be a combination of a visionary, missionary, and an artist!”

Rohit Ohri also probed questions on the structure that organisations need to put in place to enable creativity. The panellists gave informative insights regarding structure requirements of an organisation and the need to rework the idea of hierarchy.