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[2009 trends] 2009 - the rise of creativity
Emergence, convergence - 2009 will be about the rise of creativity and the further South Africanisation of brands and concepts.
![[2009 trends] 2009 - the rise of creativity](https://biz-file.com/c/0901/25258.gif)
- The rise of the creative studio: the resurgence of the retro concept of the creative studio is seeing the emergence of multi-disciplinary, multimedia studios, capitalising on the strengths of creatives, architects, designers, writers and creative strategists, focusing not just on advertising, but on every point at which customers experience their clients' brands.
- The emergence of the creative strategist: the roles played by creatives and strategists are moving towards one another. Where, in the past, strategy could be dry, static and linear, by involving creatives in strategy creation, the entire process is made dynamic and far more powerful - and the creative strategist is born.
- The changing role of creativity: creativity itself is being embraced by the industry as a mode or approach of thinking, rather than just being added to the mix at the point of execution of a concept.
- Convergence: creative thinkers are coming to the realisation that creativity is not bound by a single profession, and they are turning their minds towards broader creative concepts. Architects, interior designers, marketers, copywriters, graphic designers and a host of other creative disciplines are converging to provide services across the creative industry, which is reaping the benefits of the insights and services provided by this broad range of creative thinkers.
- New ways of making money: agencies are applying their creative thought processes and strategies to developing new intellectual property, not just for their clients, but themselves as well. They are reshaping all aspects of business, rather than being limited to the marketing arena. By applying creative thinking to their own brands, they are recasting themselves as creative think-tanks, providing a whole new perspective on business and the industry.
- Brand no longer only represented as a visual medium: there is a growing acknowledgement that a brand is no longer expressed purely in advertising or logo creation, but in the entirety of the customer experience - from staff to headquarters - and creative agencies are providing strategies to support all of these points of interaction.
- Evolving and embracing digital and technological opportunities: the opportunities that technology affords brand development are being embraced by increasing numbers of companies. Websites are no longer just seen as static promotional vehicles, but as ways to encourage two-way interaction with customers. Email and SMS are seeing increased utilisation as media for brand communication.
- Change is the only constant: as trite as it is to say it, change is a trend, and it's here to stay. There are myriad new approaches in strategy, technology, media, fashion, concept and delivery, and those agencies that do not innovate are the ones that will fall behind.
- Further South Africanisation of brands and concepts: this has been developing for many years now, but there is an increased focus on creating powerful South African brands that are promoted using South African stories, concepts and visual expression. The more we participate in a global community, the more we attempt to find ways to make our concepts uniquely South African.
About Brendan Wade & Stuart Stobbs
Brendan Wade and Stuart Stobbs are the managing partner and creative partner at proximity#ttp (www.proximityttp.co.za), respectively.