'Innovative' is the most overused word in the award season
Off the back of serving as the Creative Data, Innovation Jury President at Spikes Asia, Publicis Groupe ANZ Chief Data Officer Maurice Riley reflects on what it means to create truly innovative work.
In his latest opinion article for Campaign Asia Pacific, Maurice challenges the industry’s fixation on launches, firsts, and big reveals, and asks a more important question: what happens after the hype fades?
As he highlights, true innovation isn’t about what looks impressive on day one, but what’s built to last. Work that evolves, scaling in the real world to continue creating value long after launch.
Maurice Riley, Publicis Groupe ANZ Chief Data Officer, said: “Being innovative in 2026 isn’t about being the first to use a new model. It’s about delivering the model that’s the hardest to turn off."
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