Staff Reporters
Sep 25, 2014

Video: Creating creative culture dominates day two discussion

SPIKES ASIA - Day Two at the 2014 Spikes Asia, and Weber Shandwick’s Jye Smith and Moska Najib explored the idea of establishing and maintaining a creative culture within an agency environment.

Please see all of our Spikes Asia 2014 coverage here

First up, they spoke to Katy Chatfield, vice-president, head of strategy and digital at Jack Morton Worldwide, who pointed out that when it comes to creative culture, many agencies are quick to talk about the why, but much slower when it comes to explaining the how. “You have to start with the purpose of the organisation, really understand the people, and then develop a practice that is going to work. It takes time, but the results are just fantastic.”

Next, they explored the challenges of setting up a creative culture outside of the traditional ad agency space, speaking with Ian Rumsby, chief strategy officer, Asia Pacific, at Weber Shandwick. Rumsby identified two core challenges: the need for a diversity of viewpoints, and the tolerance to embrace new ideas and different thinking. “Only when we can do that will we be able to create creative agencies."

Finally, they spoke to the Spikes audience, asking delegates (and one Cannes Lions chairman) to explain what creativity means to them and how it had changed. A common theme from the interviewees was that creativity was no longer exclusive to a select few with creativity in their job title, and that it needs to be curated from a wider range of sources than it has in the past.

In case you missed it, see yesterday's Weber Shandwick video, wrapping up Day 1: Agency roles aired out during first day at Spikes Asia 2014


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