MSoM #026 | The creativity crisis

Jun 20, 2022

Listen on Apple, Spotify, Google and everywhere else.

Welcome to Making Sense of Martech, interviews with some of the most interesting people in marketing technology.

Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech adds additional context to what's featured every week by interviewing the people behind the research, ideas, and important work.


Today I’m joined by Cydney Sinclair. Cydney is the creative director at HBO max where she has built and led diverse teams of storytellers and designers to launch the streaming service. Cydney previously served as the Art director for Apple as one of the founding members of the Apple Music Brand and Marketing Design team where she lead global content and marketing initiatives across Apple TV, Apple Books, Podcasts, and Gift Cards including a relaunch of the Apple app store.

Cydney also serves as an Associate Board Member for the +ME Project and as a Mentor for the T. Howard Foundation and ADP list. If there’s anyone in the marketing technology industry who knows how to inspire creativity in some of the world’s leading brands it’s Cydney. Today we’re talking about just that, the crisis of creativity in the world of marketing technology - why and how marketers in brands lack the ability to bring novel ideas to market, the great “blanding” and how Cydney thinks about the creative process in the enterprise.

Listen on Apple, Spotify, Google, and everywhere else.

You can find Cydney on LinkedIn


📚 Resources

Creativity and scaling content creation in the age of automation
Why is it so difficult to be creative these days? Learn how marketers are leveraging creative automation tools to regain time for creativity and storytelling.
Why creativity is key to business agility
Business agility means reacting to change in real-time, creating new strategies in situations where there is no playbook, such as during COVID-19 pandemic.
The growth triple play: Creativity, analytics, and purpose
Companies that integrate creativity, analytics, and purpose are delivering at least two times the growth of their peers.
The Age of Creativity!
As we all fixate on forging things with the scalability, math and plumbing of data, a case may be made that true wealth and joy are being sculpted with the specialness, mag…
Jobs-to-be-Done: A Framework for Customer Needs
Jobs Theory provides a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation…
Welcome to Your Bland New World
Why do disruptive startups slavishly follow an identikit formula of business model, look and feel, and tone of voice? Because it works, sort of.

Juan Mendoza

Marketing technology strategist at The Lumery, I analyse marketing, data, and technology trends for some of the most well-known Australian and global brands.

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