To explore the future impact of transformational changes in the creative realm, Google has partnered with Contagious, Benedict Evans, Bain & Company, and 25 industry trailblazers on the Open Creative Project: an effort that brings together market analysis and advertising insights from a series of in-depth interviews with dozens of industry leaders to encourage dialogue about the future of our industry. Here, Abigail Posner, director of U.S. Creative Works at Google, and Mailine Swildens, director of Google EMEA’s Creative Works, present the report comprising those insights.
We live in an era when, in nearly every arena of human endeavor, the status quo has been buffeted by a combination of rapid flux, profound innovation, and global uncertainty. New demands have shattered old assumptions, confident forecasts have been mocked by unexpected developments, and standard operating procedures have failed to meet the moment.
All of which has ushered in a golden age for creativity.
At Google, we saw an opportunity to explore what this means, in and for the creative ecosystem. We invited some of our most forward-thinking creative leaders and partners to join the Creative Works team in a different kind of project — a project whose aim wasn’t to provide the right answers but to provoke the right questions.
Beyond publishing a definitive report, our goal was to start a critical dialogue that we believe is more necessary today than ever before. We call it the Open Creative Project, and we invite you to join us in the conversation.