Josh Grossberg Talks Innovation & Creativity at MarketingPulse
Josh Grossberg, McCann NY Group Creative Director, traveled to Hong Kong to attend and share insights at MarketingPulse, an integrated branding and marketing conference for global marketers, brands, agencies, media and innovation professionals. The goal of the conference is to gather and share the latest marketing trends, exchange best marketing practices and explore new collaborations.
Josh spoke during session 3 of the conference and highlighted two trends that are impacting advertising today: first is the fragmentation ofmedia; and second is the change in the social contract. There are many ways to reach audiences in today’s fragmented media world in which consumers expect their ad content to be relevant and meaningful. As a result, there is an even greater need for innovation in advertising.
Josh presented two very different case studies to showcase McCann’s approach to innovation: The Field Trip to Mars for Lockheed Martin and Fearless Girl for State Street Global Advisors.
For the Lockheed Martin campaign, the goal was to take back the conversation around space by creating an experience and educational program for the generation that will actually be the first to go to Mars: schoolkids. The result was the first-ever group VR experience in which the windows of a seemingly ordinary school bus transformed to take riders on a tour of the Martian surface. Cutting-edge technology created a “1:1 relationship” between Earth and Mars, so, when the bus turned, the landscape turned, which made the kids truly feel like they were traversing the Red Planet.
On the other side of the innovation spectrum sits Fearless Girl, the inspirational bronze statue that McCann unveiled in NYC’s Financial District on the eve of 2017 International Women’s Day. “Fearless Girl demonstrates how there is no digital divide anymore,” said Josh. “With all the technology people are using today, it was pretty amazing that a defining campaign over the last few years is a statue.”Fearless Girl sparked a cultural dialogue and became an international sensation overnight, thanks to technology. People far and wide joined the conversation over social media. “Technology isn’t only something we deploy, it is also a part of the landscape we use to our benefit,” said Josh.
Josh concluded his talk with some insights on the creative process. “The thing about creativity is there is no formula,” he said. “Creativity is simply using every bit of your imagination and ingenuity to solve a problem. It’s different every time.”