On the final day of the 2014 Spikes Asia Festival, Weber Shandwick’s Jye Smith and Moska Najib speak to delegates about their key takeaways from the four days. Top of people’s minds were issues such as collaboration, the need for creativity to be rooted in basic human truths, and the importance of creatives acting on their instinct and feelings.
Jye and Moska also point out that despite the many great sessions at Spikes this year, the festival raised more questions than it did answers, particularly around the future of creativity in the Asia region. For instance, how are agencies and other organisations working to build more effective creative cultures? How are technological advances being integrated into new creative forms? And are agencies and creative leaders evolving fast enough to meet the always-on needs of clients and, more importantly, consumers?