It’s been a week dominated by social and media giants, and plenty of tech talk. How wonderful to spend the final day immersed in the work, and to recalibrate back to creative.
My final session was Josy Paul of BBDO India, whose topic was Empathy, Emotional Data and Creativity.
Paul is a multi-Lion winner. #SharetheLoad for P&G is a campaign of his you are likely to be familiar with.
Paul feels that the nature of creative is changing, the world is wracked by radical impatience. He feels we should approach what we do as emotional archeology.
To do so, we need to be an antennae. Our current formal briefing structure is often too transactional to result in meaningful work.
Instead, Paul espouses just talking, and employing deep listening to find empathy – which he calls emotional data. We should strive to be a DJ of thoughts. And instead of pushing to sell someone, look for truth, which sells itself.
Success tip. Versus “find a mentor” it was suggested that you find a sponsor. A powerful advocate to champion you within the organization.
In the end, we are all human. Therefore, our universal currency is feeling.
What perfect thought to end a week spent on the world’s stage of creativity.
Quiet descends on the Croisette.