Developing a corporate culture, based around creativity and innovation

Operating within the highly competitive premium spirits market, Chivas Brothers are under continuous pressure to innovate. Their goal was to ensure that as many people as possible rather than just “a chosen few” contributed to innovation by fulfilling their creative potential.

Firstly, we trained a small number of internal Innovation Champions on the Creative Creatures approach. We then provided them with support and materials so that they could in turn coach and train their own teams to embrace the spirit of creativity and innovation. By the end, everyone had received their Creative ID and understood how they could leverage their unique creative strengths to help deliver the innovation goals of the business