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INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

The memory is the message

J. Walter Thompson's Matt Eastwood talks about the power of memory

"The medium is the message" is a phrase originally coined by Marshall McLuhan in 1964. While McLuhan argued that the form of the medium impacts the message itself, Eastwood explores the idea that these days, “the memory is the message."

created on Wednesday 8 Mar 2017

The Experience Economy suggests that businesses must orchestrate memorable events for their customers, and that the memory itself becomes the product — the "experience". 


This has never been more true than today when 79% of young Arabs claim that 'experiences' trump 'things'. In a world where life is broadcast across social media, millennials are embracing brand experiences that result in much more than just fleeting interactions, they create lifelong memories.

Matt Eastwood on stage at Dubai Lynx 2017
Matt joined J. Walter Thompson as Worldwide Chief Creative Officer in July 2014. Described by Britain’s Campaign magazine as a “unicorn” in the communications industry, Matt has overseen some of the most innovative and recognisable creative projects in advertising today. His career has spanned numerous agencies, specialties and countries, including Australia, the UK and the USA. Matt was a founding partner of M&C Saatchi in Australia before he went on to join DDB Australia as National Creative Director and Vice Chairman. In 2010 he moved to DDB New York as Chief Creative Officer. 

In 2016, Matt led J. Walter Thompson to a historic year at Cannes Lions, winning a total of 80 Lions – more than the agency had ever won in their 150-year history. 


This session was filmed at Dubai Lynx 2017. 

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