April 19, 2016 - Comments Off on Creativity is the cure, now what’s the problem?

So it’s Adweek Europe and D&AD festival right now, which basically means a load of people aren’t at work including myself. I had the joy of popping down to the CP+B early doors talk “Creativity is the cure. Now what’s the problem?” (With Dave Buonaguidi, Heide Cohu and David Abraham)

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Turns out we are, well part of it anyway. “The business is flat, and the industry is getting worse and worse.” - Dave Buonaguidi starting the morning with a rather depressing quote, but very exciting opportunity. What exactly are we going to do about it? “Be more entrepreneurial.”

There was a lot of information being fired out rather fast but basically, the industry has gone down this path where it does work for the industry not for consumers. We’re meant to be a service for businesses but have turned into a commodity about price. We should be creating culture. More importantly we should be able to create culture, not just steal some shit off Youtube.

Our work should be a collision of creativity, culture, and business, if it isn’t we aren’t doing our jobs properly. Dave used CP+B’s journey with Dominos as an example of this, turning shit pizza into a tech company that’s actually pretty loved now.


His broader message was that we should be doing this amazing exciting stuff, that we’re not embarrassed to show other people. Things that engage people by using their brand to do creative things.

Heide reminded us that creativity isn’t easy, and it shouldn’t be. She was after all involved in that famous Red Bull space thing none of us will ever forget. (Which in itself is a reminder of how bad the industry is as that happened in 2012!!!!!!!! and we still can’t stop talking about it.) If there’s not many challenges it’s probably not going to be that great. Real creativity is a massive commitment, for everyone involved. It’s so much bigger than the creative department.

She went into her move to Bacardi after Red Bull and astounded me with the fact that the drinks group when she joined has 6,700 agencies retained globally. LITERALLY WTF? How can anything happen with that many people involved.


Well it can, there’s Bacardi Triangle and the Bombay Sapphire film project led to a BAFTA, not forgetting big business growth for both of them.

David Abraham of C4 showed us this….

And raised the question of how do we nurture people in the industry.. but we ran out of time to properly explore that. He did mention this mega project though: //www.channel4.com/info/press/news/channel-4-launches-1-million-superhumans-wanted-prize I know it’s a press page but I can’t find another link to it.

Dave wrapped it up pretty nicely though with all the risk taking and bold moves attitude. What’s the worst that can happen? It’s advertising.

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