Michael O'Neill
Sep 19, 2011

Todd Sampson: balancing creativity and fear

SPIKES ASIA - Todd Sampson, CEO of Leo Burnett Australia, began his session with a bold and provocative statement, arguing that creativity is the last remaining competitive advantage that companies have at their disposal today.


Sampson used the Leo Burnett Earth Hour’ campaign for WFF as an example of how creativity can solve any problem, be it political, personal or environmental. He also highlighted various approaches to creative problem solving, including Pizza Hut’s opening of a virtual store in the EverQuest online game, Mattel’s opening up of the accessories market for its Barbie brand and Canadian legislature’s attempts to lessen factory pollution in its rivers.

But as much...

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