In our lovely new Club venue, the Ham Yard Hotel, we enjoyed an evening of networking and discussion around the topic of creativity as a driver for business growth.
For the last few years the marketing industry has been dominated by discussion around data and tech, with automation and AI driving the debate as businesses transform themselves for the digital age. But at its heart, we believe that, our industry is driven by the power of creativity – in all aspects from new product development, to the purchase decision journey, to the application of tech. Somewhere along the line, creativity’s halo slipped. And its role as a growth driver dropped off the C-suite agenda.
We think that data will never disappear, its role will simply reshape as creativity is recognised and welcomed back to business as a driver of growth. Fast Company recent reported :expect to see the continued rise of ‘bionic creative’: What we call big, bold creative ideas that are informed by data and cultural insights.
Our brilliant panel – Kerris Bright, Chief Customer Officer, BBC; Chaka Sobhank, Chief Creative Officer, Leo Burnett; Benny Higgins, Investment Banker, CEO, NED, Strategic Advisor – shared their experiences and insight on fostering a creative culture within a business, and the value that it delivers.
Expertly chaired by Oystercatchers Chair, Suki Thompson, the panel discussed how creativity is a motivator both internally and externally and how trust between client and agency is vital in the process.