The Future of Creativity:  Insights from MAVAN Creative Director Kyle Shields

“A logo doesn’t equal a brand”

This week’s guest on Growth@Scale is MAVAN’s own Kyle Shields, award winning art director, designer, branding expert, and Creative Director. Kyle shares his experiences working on big brand campaigns from the agency world, coming from McCann, Innocean, and Bensimon Byrne and joins Matt Widdoes for an enlightening talk about how to balance creative with performance, the importance of testing, and the unknown frontier of the use of generative AI.

Key Takeaways 

• For sustainable growth, your creative approach should balance flashy advertisement with effectiveness and audience alignment
• Your company’s perceived audience may differ from your actual audience, thus insights into audience behavior can lead to unexpected opportunities
• Isolating variables in creative testing is crucial for clean data and actionable insights, which influence effective marketing strategies
• Brand consistency is key for building consumer trust and recognition, and developing an early brand guide is instrumental for scalable businesses
• AI’s rapid advancement in creative fields and how this presents both opportunities and challenges, urging creatives to adapt and harness new tools for continued relevance

Dive into the episode and discover how creativity and AI converge to fuel growth or read the transcript!

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