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Agency of the year

Slow down Arthur

75 billion apps have been downloaded from Apple’s App Store. Most of them are used only once. Executive Creative Director John Treacy recently shared his thoughts with Campaign Magazine about the future of creativity in our innovation obsessed, digital world.

John’s article asks the key question of whether we are rushing too quickly to embrace new technologies simply because we can, and whether the urge among creatives to employ the latest toy out of the box is often detrimental to good communications.

He then turns to the role of human insight, how it can be either unlocked or overlooked, and how technology too often stands in the way of recognising the truths that underpin genuinely motivating creative work. You can read the whole article here