creative

The New Creative Establishment: 2010’s Most Creative Individuals


Industrie Magazine The New Creative Establishment– a list of the 50 most influential and inspirational creatives working in fashion today.

The list features some of the most creative, amazing and original personalities of the world we live in, not only the fashion industry. To my shame I have not heard of some of them, others are much appreciated and loved by me individuals, who are more than an inspiration.

1.   Mert Alas & Marcus Piggott

2.   Phoebe Philo

3.   Nicolas Ghesquiere

4.   Central Saint Martins

5.   Miuccia Prada

6.   Tom Ford

7.   Nicola Formichetti

8.   Riccardo Tisci

9.   The French Vogue Gang

10. Joe Mckenna

11. Marc Jacobs

12. Karl Lagerfeld

13. Fabien Baron

14. Katie Grand

15. Inez Van Lamsweerde & Vinoodh Matadin

16. Rei Kawakubo & Adrian Joffe

17. Etienne Russo

18. Karl Templer

19. Rick Owens

20. Guido Palau & Pat Mcgrath

21. Steven Meisel

22. Alexander Wang

23. Stefano Tonchi

24. Nicholas Kirkwood

25. M/M Paris

26. Joerg Koch

27. Kate & Laura Mulleavy/Rodarte

28. Olivier Rizzo & Willy Vanderperre

29. Pascal Dangin

30. Peter Phillips

31. Burberry Online

32. David Sims

33. Alber Elbaz

34. Net-A-Porter

35. Cathy Horyn

36. Christopher Kane

37. Jenna Lyons

38. Raf Simons

39. Panos Yiapanis

40. Gainsbury & Whiting

41. Sally Singer

42. Jop Van Bennekom & Gert Jonkers

43. Terry Richardson

44. Opening Ceremony

45. Peter Marino

46. Olivier Zahm

47. Kate Lanphear

48. Jonathan Newhouse

49. Simon Doonan

50. Luis Venegas

Images: BoF

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To innovate or not to innovate?!


So what a day, huh? Steve Jobs uncovered the new tremendously cool new product that we all have been waiting for and speculating about, and biting our nails to figure out. Well, here it is: the iPad. As a true geek-wannabe I was watching live streaming from the press conference, and reading several blogs simultaneously, trying to figure it out. Is it truly THAT cool?! Mr. Jobs called it “magical device”, the buzz online was immense, the buzz on Twitter was close to ridiculous… but in the end is it that amazing?

Let me start with the name. My first thoughts when I heard it was that it is way too close with iPod, I mean it is just a-typo-away to mess them up… but then… it got renamed very fast, because it really sounds like a female hygiene product…Yeah, pretty bad name dear Apple people. It is hilarious, though, that on Twitter there was no #iPad trend, but there was #iTampon. And yes.. the jokes are still streaming like a flooded river. I am pretty sure after the developments on Twitter some of the marketing folks were in a huge “ooops, we did not see that coming!” state of mind. It is quite rough start, I shall say, they could have thought better. Especially with the speculations of the iSlate, it is so much more sleek and sophisticated name. But, anyways, the iPad it is.

However, is it really that worthy of all the buzz that was created and circulated for the past few weeks. It was supposed to be revolutionary, and to change the way we all use computers and communicate. Well… kind of disappointing I must say. There are very cool apps, and functions, and it is very mobile… but it terms of innovation and improvements- not so sure. It is described as revolutionary and magical device, but I definitely don’t see pink flying elephants and unicorns jumping out of it. It is just a larger version of the iPod Touch. Really. It has no features that are completely novel, exactly the opposite, it lacks a camera, and 16 gigs are definitely not enough for such a machine, I mean my iPod has more memory, for crying out loud. As Stan said in his blog, perhaps we should expect more in the next version.

How about the price? Steve Jobs said he wants to put it in as many hands as possible, but $500 for the basic, Wi-Fi only, 16 gig version is way too much. It is as much as a little cheapy notebook, if not more. And if you want it all- the high memory, 3G version and the keyboard and stand/cover, it will come close to a $1000, which if you think about is expensive; and on top of that put a monthly fee from a 3G provider for the data and internet… So it is not going to be in my hands, at least for quite a while.

The truth is that, although not super impressed, I think it is a nifty device. It is handy, thin, high quality picture, great for everyday use- movies, games, reading, presentations, note taking in meetings. It is big enough to read on it without straining your eyes and giving up after 3 pages, but small enough for fitting in my purse and carrying around. However it did not deserve all the buzz and talk, speculations and gossip… it is far away from Minority Report, and not that magically revolutionary in any way.

There is much more to be desired, I would love for it to have the writing on the screen feature, of course a camera, voice recorder, and perhaps a cheaper alternative for the monthly data usage from a provider. But in the end it is Apple, and no matter how everybody claims they are disappointed, we will all jump on the bandwagon and come Christmas 2010 the iPad will be the most popular gift, beating the competition in the face of Kindle, X-box, and even the iPod touch. But for the competition of the iPad and Apple product cannibalization on a later note…

*image courtesy of Apple.com

Grad-school revised


I am a graduate student, I am completing my MSc in International marketing in one of the top 25 (ranked 22) schools in the WORLD! What do you read, when you see that? Kick ass preparation, ready for life, give me a project and I will kick ass! Ummm… sorry, not really.

So far the actual preparation for real life management has been, let’s say… in the words of a dear friend of mine: “meh”.

I was studying for my market structure and competition exam today and I was reading about the broadening of marketing and how the theory is shifting from a product dominant logic to the service dominant model. There was it- co-creation of value, so important in… 2 slides… and then a whole semester of dry boring theory that contributed nothing to my real world preparation for bad-ass-future-pr-ness. I think there is something wrong in education today… I am learning more from the blogs that I am reading, and the YouTube videos that I am watching than from my teachers.

For a whole semester we have not even mentioned concepts like – social media, the power of buzz, YouTube,  even the internet… How come this is a world level marketing program if we are talking about articles from the 70’s and 90’s and wasting classes talking about the Structure-Conduct-Performance model, to only have our lecturer tell us after the whole class that this model is not used anymore, and it is outdated?! really!?!?

Granted we have to know theory. No doubt about it. I like my theory, I like perspectives and different lenses through which one particular case can be viewed and examined, but seriously… we need something more. Marketing changes so quickly, there are so many innovations, and so many ideas up in the air at all times that we need to be able to find them, to appreciate them, to create them.

I was looking at the T-mobile campaign that was created in the past year: T-mobile: Life is for sharing

It is all about the buzz, the co-creation of experience, co-creation of value, people participating, having fun.  They are not consumers in the rational marketing sense; they are partners, participants… allies in producing something extraordinary. Marketing is not about selling a product anymore, it is not even about creating a service, it is about awareness, visibility, and mainly ability to create, pursue, and carry out ideas that are catchy, and likable. That is what social marketing is about. Putting the” social” part in, is so important, and there are so many great resources… it is sad and a pity that we are not even covering the basic idea of buzz, consumer relationship or reviewing groundbreaking ideas and campaigns as part of our curriculum.

Evian babies

Because as seen in the Evian ad, it is not about the water, it is about the fun, the catchiness, the sole idea that this ad was seen by several million people, and sent across the globe several times. There is a way to learn to do that, to think like that, to be outside the box as much as possible, but definitely we are not getting it here and now. And we should.

I stumbled upon the OraBrush ads on YouTube. http://www.orabrush.com/store/index.html It is genius. It covers all bases, it is interactive, innovative, funny, educational… I will order the product myself…. But hey, they give it for free if you visit the website and join the Facebook group and invite your friends to view the fan-page. Genius! They even have iPhone apps, they place their ads on YouTube, they use humor, have consumer feedback… yes, I know, I know… we can’t learn how to do that in school, there is no scheme to how to create a creative campaign that is groundbreaking… they can’t teach genius into me… but honestly I think programmes, especially graduate programmes in marketing should put bigger emphasis on what is going on right here, right now. It is not that hard.

Schools should nurture creativity, and enable people to create ads with LED sheep, and not cable-tv infomercials! No one needs the next snuggie afterall.