PHD’s BrainScape To Decode Creativity

BrainScape, PHD UAE’s annual event, will take to the stage for the ninth time with a focus on creativity and innovation. Titled ‘Genius: Beyond Intelligence, Creativity’, this year’s edition will take place on November 5 at Fairmont The Palm and feature international experts coming from a broad range of backgrounds.

In recent years, developments in the practice of marketing have centered on machine intelligence, data and technology. In a bid to ensure that when future-proofing strategies, companies and individuals are not hypnotized by technology, the speakers will articulate the role that creative thinking can and must play. The discussion will explore the difference human imagination will make when it is unleashed and combined with machine intelligence to truly deliver the best possible version of the future.

Chase Jarvis, award-winning photographer, director, entrepreneur and founder of CreativeLive will navigate the conversation. Having rubbed shoulders with many entrepreneurs, CEOs and innovators, Mr Jarvis will explore the successful ways leaders are creative.

Dr Michael Bloomfield, a creativity expert and anthropologist will be expanding on this thought by illustrating the scientific theory behind what makes creativity a powerful differentiator.

Following this theme, the co-founders of Corporate Rebels, Freek-Jan Ronner and Joost Minnaar will show how traditional structures and processes need to adapt and what approaches to adopt to remain ahead of the curve.

Cheuk Chiang, former CEO of Omnicom Media Group APAC, will explore where the marketing function is headed and how it will combine computing power with alternative thinking.

“More than ever, we need to show courage and take calculated risks. Only when you think differently and break with the norm can you be ready to innovate and achieve real genius. While machines provide us with a degree of certainty and therefore comfort, we must also balance this by asserting and harnessing our human power of creativity. The superhuman will exceed the machine by complementing it,” commented Elda Choucair, CEO of PHD MENA.

The 2018 edition of PHD BrainScape is produced in association with MMP Worldwide, the premium programmatic advertising marketplace enabling leading publishers and premium brands to better monetize their digital advertising inventory.

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