Lively’s Fresh Takes video podcasts talk to the experts, brands and businesses who deliver genuine audience connections. Listen to insights, case studies and ideas about how creativity and technology can work together to deliver innovation. 

Integrate creative and technology to deliver marketing for good 

This week Lively’s CEO Mike White talks to Chris Garbutt, President at Virtue and Chief Creative Officer at VICE Media Group.

How do we navigate the constantly evolving advances in technology whilst remaining creative and at the centre of culture?

Chris discusses his award-winning campaigns with Coca-Cola, UNESCO and Backup Ukraine.

Technology preserves our culture

Backup Ukraine with UNESCO used 3D scanning technology, where anyone with a phone in their hand can scan and upload to the cloud. Watching Ukraine being physically destroyed prompted the job of joining an acute human need for preserving cultural heritage and finding a technology that would arm people with the ability to do it themselves. Watch the interview to hear Chris talk more about this vital and fascinating Cannes Lions Grand Prix project. 

Beware short-term tactics

Replace short-term marketing with sustained ideas that will live over time. Chris and Mike tackled how platforms build meaning and valuable brands, and the need to demonstrate beliefs consistently to gain traction and build. A sense of creative commitment is essential: the model has changed from story-telling to story-doing.

Gone are the days of marketing monuments

The days of building monuments of marketing and broadcasting them at audiences is - thankfully - over. Chris explains why brands need to understand the value exchange between a brand and an audience. What does an audience value enough to reciprocate and give back? 

Register to watch the full episode of Chris Garbutt and Mike White here. 

Did you miss our last episode with Rania Robinson from Quiet Storm discussing brand mission vs purpose? Jason Carmel from Wunderman Thompson explaining how data drives creativity? Register using the link above to get more insight.

Lively is a creative innovation agency taking an agnostic view across all the noise of new technology and searching for the true pioneers of creativity. Our Fresh Takes virtual podcast series helps you:

• navigate the constantly evolving advances in marketing

• stay creative

• remain at the centre of culture

Lively’s Fresh Takes video podcasts talk to the experts, brands and businesses who deliver genuine audience connections. Our interviews focus on how creativity and technology work together to deliver innovative campaigns, and the impact of new advertising formats, channels and platforms.

Sign up here for podcast interviews with the world’s best brands and experts.