DEBATE: Creative Taste is Not Opinion, But an Objective Truth

At this time of technology-enabled revolution, this session will consider the question of taste and whether creative judgement – something the machines cannot (yet) emulate – can or should be learnt. In this session, two sets of leading creatives will debate whether the essential components of great advertising are immutable or subjective. Most discussions of creative work start with whether people like it or not, but this debate will explore whether it is possible to distinguish personal preferences from an objective assessment of work’s creative quality. Computers can deliver competent advertising more reliably than ever. Learn how to come up with, fertilise and recognise boundary-pushing, brand-transformational ideas.

• How do you make better choices when ideating, selecting, and developing output to create higher-quality work that delivers better outcomes for their brand(s) or clients?
• How do you more accurately evaluate others’ creative output, in order to deepen understanding of creative excellence, and support one’s own development of work worthy of the moniker?
• How do you more confidently engage in discussions around creative work, expanding one’s career opportunities and enabling one to fulfil one’s potential?