Ben Cooper examines the future of advertising in new book

M&C Saatchi Group Innovation Director Ben Cooper has contributed to a major new global book that examines the future of advertising and creativity.

Ben has contributed a chapter to the book: ‘Hacker, Maker, Teacher, Thief: Advertising’s Next Generation’.

He joins 34 leading industry thinkers from around the globe to have contributed to the book – the second from Creative Social, a global collective of creative directors. Ben is President of the Australian Chapter.

His chapter ‘Emotional Intelligence, Balancing Data & Creativity’ proffers answers to two key questions:
1. Where does creativity exist when everything becomes automated and targeted?
2. Are we in danger of stifling outcomes with predictions based on our prior interactions?

Ben will also speak on the topic at Spikes Asia in Singapore on Friday September 26.

Other issues explored include: how copying can make work original, what the industry should do to remain valuable, if digital collaboration is the death of idea ownership, how do we ‘do’ innovation and

should we be making things people want rather than making people want things.

“This book is a testament to that with 35 essays that give a unique viewpoint on the now and next. I’m proud to have made the cut and hope readers enjoy my perspective on data and creativity.”

Google Creative Partnerships Marketing Director Ben Malbon described the book as an “idea grenade…from a gang of the most pioneering creative minds in and around the industry. It should be required reading for agency CEOs and leadership teams.”

‘Hacker, Maker, Teacher, Thief: Advertising’s Next Generation’ is available via online retailer Lulu with an Amazon release to follow in October.

Ben and some of the other contributors discuss their contributions in a series of interview here.

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