Joshua Souter

Creative Director at Adobe, plays in the Wasatch mountains, connoisseur of ginger beer, reads Captain Underpants to 4 little monsters at home.

[Joshua Souter @joshsouter]

Great looking typeface. I'm excited to use it. Thanks @atipostudio https://t.co/2toXlE9dad

[Joshua Souter @joshsouter]

@joeDmarti @Kleenex @YouTube Love this. Beautiful example of data, functional marketing and surprise/delight coming together.

[Joshua Souter @joshsouter]

@Ross_Quintana But that's the plot of @DisneyPixar 's Ratatouille & we all know the microwave meal at the end can't compare. :-) #AdobeChat

[Joshua Souter @joshsouter]

@Ross_Quintana But don't you think the derivative work would lack the original's emotional spark? The romantic in me protests :-) #adobechat

[Joshua Souter @joshsouter]

A8: lead creatively by being willing to be wrong. Learn fast, and enjoy the process. And Play at work. #AdobeChat

[Joshua Souter @joshsouter]

@Ross_Quintana Isn't that like giving chimps w/ typewriters long enough & getting hamlet? Not sure scale alone gets us there. #adobechat

[Joshua Souter @joshsouter]

A7: When data trumps emotional connection, we stop mktg to real humans & risk only talking to ourselves. Though it looks great in a ppt :-)

[Joshua Souter @joshsouter]

@rachelloumiller Too often we forget how powerful making our customers laugh can be. :-) #AdobeChat

[Joshua Souter @joshsouter]

a6: AI is a tool for companies/creatives to personally connect w/ customers at massive scale. But not a driver of their creative. #AdobeChat

[Joshua Souter @joshsouter]

a5: Yes, depending. All should understand data's place in creative. But creative mgmt should build process to actually use data. #AdobeChat

[Joshua Souter @joshsouter]

a4: Marketing's job is the logic. Creative's job is deliver the emotion behind the logic. People tune out otherwise. #AdobeChat

[Joshua Souter @joshsouter]

@iSocialFanz amen. Data is the logical foundation. But without an emotional connection pure data driven marketing won't break through.

[Joshua Souter @joshsouter]

a3: w/ volume of data collection & open APIs we can find insights fast. But adoption of creative tools to react lag behind. #AdobeChat

[Joshua Souter @joshsouter]

a2: Yes—in a lot of digital / UX / UI. But in brand content—not so much. In future of content—data should guide but not dictate. #AdobeChat

[Joshua Souter @joshsouter]

a1: Smart companies realize we dont buy products. We buy how products make us feel. Creative role in marketing is making us feel. #AdobeChat

[Joshua Souter @joshsouter]

Great looking typeface, @alephcorp, nice work.
https://t.co/GnLWK2r8VF
https://t.co/iLmYCqBKUs

[Joshua Souter @joshsouter]

@MGoolsbey @jcude @cpdm @joshsouter @davidrsloan @AlxBrands Thanks Mirko, miss your German face.

[Joshua Souter @joshsouter]

if you are a horrible nerd and love stategy boardgames , this game kicks Catan right in the sheep card. http://t.co/FZpBTCvHFS

[Joshua Souter @joshsouter]

If you're happy...

This clownfish will murder you in your sleep. https://t.co/Avv1HOnOtJ

[Joshua Souter @joshsouter]

Aww shucks. RT @GuyKawasaki This Sennheiser commercial is simultaneously weird and awesome [video] http://t.co/J5jpL6FgYg …