Adobe, Publicis, GE and Movidiam on the future of content creation

Read up on the future of content creation according to industry leaders at Adobe, Publicis, GE and more.

Brands and agencies are facing a new, complex challenge in a content landscape in turmoil. Digital technology has completely reshaped the content industry’s requirements and creation mechanisms. Agency (and in-house) content teams are increasingly under strain due to changing consumer habits, and clients becoming more conscious of where and how their budgets are spent.

The proof?

  • WPP’s substantial share price drop and continued agency mergers

  • Nearly half of brands considering setting up inhouse capability

  • Publicis boss Arthur Sadoun conceding the industry “can’t stay as it is”

  • 30% of marketers “unsatisfied” with their current agency model

  • P&G cutting thousands of agencies from its global roster

As pressure on the ageing model of content creation rises, how can the creative industry adapt to remain competitive?

We spoke to experienced leaders at Adobe, Publicis, AKQA, General Electric and many more for the book we recently completed and launched, entitled Working Smarter - the future of content creation in a rapidly evolving world.

Split into four chapters, it explores core issues around the changing role of content, the answers the creative agency landscape has (or doesn't), what "working smarter" means, and how digital platforms can help streamline content production and make it more efficient.

Get insights on the changing digital landscape from creative leaders across the industry.

Download your free copy from Movidiam here.

A big thanks to our contributors, including:

Adam Morgan (Adobe), Alicia Hatch (Deloitte Digital), Andy Goldberg (General Electric), Daniel Bonner (SapientRazorfish), David Rolfe (BBDO), Ian Wharton (AKQA), Javier Campopiano (Saatchi & Saatchi), Jennifer Siegel (Framestore Pictures), Jez Frampton (Interbrand), Lawrence Weber (Karmarama), Nick Law (Publicis), Phil Lind (Channel 4, ITV), Philip Jackson (Mondelēz International), Philippa Baldwin (Grey), Scott Jackson (Weber Shandwick), Steve Bell (Iris Worldwide) — and many more.

Read insights from all of them in our free book, downloadable here, and including a foreword from Adam Morgan, Senior Creative Director at Adobe on “why this all matters”.

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