So our new creative consultancy - Golden - launched a few weeks ago. Lots of work to get here, no big fanfare. A small woohoo perhaps.

Timely then to set out our stall a little for our current and future Clients. Explain and land our point of view on how we do what we do. Ground our approach.

Like all outfits in our space, you can’t really reinvent the wheel. Nor - frankly - does anyone need to. The strategic and creative process is always pretty much the same.  When done well by talented people who know what they’re doing it works just fine.

‍

What feels more worthwhile is to reflect on changing attitudes, mindsets, consumption patterns and technologies that frame the context and environment in which we all work today.

That’s what we’ve sought to achieve with Golden. Here’s what we believe.

We must recognise we still need to ideate before we generate.

‍

Let’s unpack this a bit more.

A central pillar of Goldens approach is this - that powerful creative acts are Human-made. Meaning that to get to the truth of game changing insight, big ideas and creatively resilient experiences for your brand, you need the curated thinking and creative craft of real minds to get the best job done. We call this approach Golden Thinking.

There is also a broader meta point this purposefully speaks to. One that’s increasingly current and pertinent today.

We are busy integrating the technology and role of Artificial Generated Intelligence (AGI). It is the next game changer. For a lot of games, but not all.

‍

Fo sho AGI is creating new opportunities, work streams and products, from deep fake image creation through to hyper realistic girlfriend chatbots and mental health apps (no linear relationship implied).  Digital labour and product built at speed. Powerful when deployed at the right place for the right things.

‍

Now we don’t think we’re alone in this, but what we believe AGI doesn’t do is produce truly original thinking and creativity. That’s one for humans - and something brands and businesses still very much need. No technology can’t shortcut this.  

That’s the process of ideation we believe must take place upstream to new generative technologies.  Otherwise we miss the opportunity to create and make things that are game changing in their space.

Ideas and experiences that are golden because they are real and resonate as being true to people. Brands need these more so than ever.

‍

So that’s us. Thanks for listening. Gonna run now. Cooking dinner for my chatbot.

‍