Nurturing innate creativity as the lifeblood of the business

The advertising industry thrives or dies by the quality of its ideas. Yet to be profitable, it needs to deliver these ideas as effectively and efficiently as possible. As such, the ongoing conflict between the creative and the commercial needs to be managed.

As an acknowledgement of the importance of creativity, one of Ogilvy Group’s quarterly leadership meetings was dedicated to explore ways to make creativity more pervasive throughout the organisation. Creative Creatures designed and delivered an interactive inspiration talk to their top 20 leaders highlighting the importance that individuals (rather than the organisation) play in unleashing creativity. We also demonstrated how their personal creative strengths both helped and hindered them in achieving this goal.