INSIGHTS AND PERSPECTIVES
Creativity with a Capital C – a superpower for business By Victoria Fox
Introduction Creativity has been high up the agenda this year in our consultancy with clients. We even undertook some research with brands to understand how creativity is viewed within the organisation and the importance it plays in driving growth. What was evident in the research is, while highly valued, how to create the right conditions for creativity to flourish on a sustained basis is rarely a focus within organisations. There’s much brands can learn from agencies and how they are set up in terms of people and processes to deliver creative solutions to business problems. In 2022, we are going to be focusing on what we call ‘Creative Capital’. While everyone can get lucky now and again, our four decades of experience working with
marketing organisations and their external partners has taught us that Creativity doesn’t happen by chance. It is directly related to how much Creative Capital a company possesses. Creative Capital is what you accumulate when you engineer the right conditions across your marketing ecosystem to unlock greater creativity on a sustained basis. We would love to hear from you about this topic and ways you are investing in Creative Capital within your agencies that might be transferable to client organisations. While this article is written with a client lens, we thought it would be useful to share here as it garnered a lot of interest from the client community. We hope you enjoy reading it! ▸
43
