Creativity Rolls Up Its Sleeves

Why is a seemingly abstract concept like 'creativity' important when the world is dealing with the pains of a pandemic, the growing cost of living, the impending doom of recession, seismic shifts in how we live and work, and climate change?

These events profoundly impact society and people's expectations of brands and businesses. More than ever, organizations need creativity to solve, skill, and scale - the ability to produce new, original ideas and use unusual methods or solutions.

Marketing and advertising creativity have been proven to correlate positively with above-average financial performance. (McKinsey's Creativity Score - Cannes Lions Effectiveness). Creativity can enable organizations to have 'breakthrough innovation,' drive brand love, manage headwinds, achieve audacious goals and build future demand more effectively than their competitors.

While it appears complicated to decode, measure, or replicate, let's examine some emerging themes and examples of creativity applied to business that can inspire you and your team.

Actions not Ads

Advertising has been at the heart of marketing creativity and storytelling. Who hasn't been motivated by a powerful image or brilliantly written copy, touched by an emotional film or a funny meme?

But today, creativity is rolling up its sleeves and going beyond ads. Creativity…