September 22nd, 2026
Den 8. oktober inviterer Ocean Outdoor til Creative Summit i forbindelse med DCC Awards 2026, hvor årets vindere af Digital Creative Competition kåres, og de bedste kreative idéer inden for Digital Out of Home hyldes.
Til Creative Summit krydser Erik Modig Øresund for at indtage scenen med oplægget “ROI is for Losers”. Erik er researcher, forfatter og ekspert i marketing og kommunikation og har gennem sin karriere arbejdet med nogle af de mekanismer, der former effektiv kommunikation og markedsføring.
Forud for arrangementet har vi stillet Erik fem spørgsmål om kreativitet, advertising effectiveness og samspillet mellem idé og medie.
You’ll be speaking about Creative Effectiveness at our upcoming Creative Summit. As we celebrate the best creative ideas at DCC, what do you think separates a good idea from a great one?
“Creativity in advertising usually sets out to solve one of three problems: a business problem, a brand problem or a communication problem. A good idea manages to solve one of them. A great idea solves all three with a single solution.“
We talk a lot about creative effectiveness in the industry, but what actually makes creativity effective in advertising?
“Effective creativity is a combination of novelty and relevance, and that’s really the key. It’s also exactly what our brains respond to. Novelty makes us pay attention, which is essential for any communication to work. Relevance makes it something we actually want to keep processing. Creativity becomes effective in the meeting point between the two.”
What is your view on the relationship between creative and media; logically brands get better effectiveness levels through treating ideation and media planning as an interdependent process as opposed to treating them as silos?
“Of course you want to create solutions where the creative message and design are tailored to the media channel. But there’s a big difference in how much creative freedom different channels allow. That’s why creative campaigns tend to use a wider mix of channels, often more classical ones like out-of-home, because they offer more ways to combine creative solutions.”
With consumers exposed to more advertising than ever, what role does creativity play in cutting through the noise?
“The value of creativity is only increasing. Today, the real risk lies in not being creative rather than the other way around. All the research shows that creativity is what drives effect. Being boring doesn’t create any effect at all. So the risk isn’t being creative. The risk is being boring.”
Without giving too much away, what can the audience expect to take away from your talk?
“A fresh perspective on how creativity connects to return on investment, and on how the human psyche works. Sometimes the choices that seem the most rational are actually the most irrational ones.”
RSVP – Reserver din plads til Creative Summit x DCC Awards 2026:
