On the evolution of creativity and creative
With Over 200 Cannes Lions, The Activision Blizzard CMO Shares His Point-of-View On What’s Changed, Changing, and Not.
For episode two of our series on The Evolution of Creativity and Creative, we spoke with, Fernando (Fer) Machado, Chief Marketing Officer of Activision Blizzard. Fer is well-known for pushing creative boundaries in service of capturing attention, and driving brand and business growth.
While creative awards are not an indication of business results in and of themselves, at a minimum they indicate recognition of work that has made the marketing community stop and take notice. And, over his career, Machado, his agencies, and the brands and businesses he’s helped steward, have earned over 200 Cannes Lions, placing him amongst the most awarded client-side executives ever.
Amongst other things our conversation touched on Machado’s POV on:
· The need to stick to basic creative principles in times of accelerating change
· The role of communities in shaping creative output
· The processes, mindsets, and mechanics of staying nimble in an always-on marketing world.
As a reminder, for this series, we define “creativity” as the expression of an idea regardless of medium (painting, poem, play...and things less alliterative) and “creative” as the marketing specific expression of ideas designed to solve for specific brand and/or business problems. (It’s worth noting this was recorded in the fall, before generative AI and ChatGPT were hot topics.)
With this, here’s our conversation with Fer Machado on the evolution of creativity and creative, and its implications for marketers and marketing both.
May it help lead you to the next great idea.
(You can find episode one, with David Droga and Nick Law, here.)
