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Adobe’s The Creative Dividend survey is a fraud which made me lost 15 minutes

A few days ago, Adobe caught my attention by releasing a survey entitled:  The Creative Dividend, How Creativity Impacts Business Results.

Eager to know more about this everlasting hypothesis we adore we ad agencies, I gave half my life away in various datas to download the document.

Yet, deception was massive when reading the methodology, where creativity is quantified following respondents assuming to belong to creative companies.

Conclusions are then cross-tabulated.

“What creativity is” within this survey is this:

creative dividend adobe

creative dividend adobe activity creative dividend adobe share

So when the scene is set, all the questions such as below making the difference between creative and uncreative companies are based on opinions of creative software decision-makers.

creative dividend adobe difference

With all due respect to them, I don’t see how they’re entitled to carry the voice of companies. In fact I don’t even see how we should pay attention to their opinion since they must belong to compliance departments, aka creativity enemies.

Correct me if I’m wrong but this kind of “survey” is a perfect embodiment of the figure aversion most people have. It’s like bad advertising, charted.

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Alert Shirt by Foxtel make you feel the footie

alertshirt_fox footy

When it comes to the Internet of Things, it’s all about chaos. Thousands of players, thousands of protocols, thousands of ideas, thousands of frauds.

Most of the time products are unfinished prototypes, or lack availability, or funds. A lot of fuzz for nothing.

When you’re a brand, playing this game can be harmful. You’re either pioneer and everybody scream, either a laggard and everybody will laugh. You’re either a maven a magic can happen.

Alert Shirt by Foxtel just won a golden Caples award:

The Alert Shirt is a wearable piece of technology that enabled football fans to feel what players feel during a game. The shirt connected to a mobile app, captured real-time game data, and sent the data to electronics inside of the shirt via Bluetooth to create sensations that simulate a play.

Nice right?