Navigating the business of creativity: Consumers, content, communication

Creativity: it can solve almost any problem and is often the most important contributor to a brand’s success. It is an empowerment mechanism, possessing the ability to push people towards an innate capacity for innovation. Businesses know the immense value of creativity within the workplace. Yet, as ongoing economic challenges continue to tighten budgets and strengthen external pressures, enabling creativity has become a back-burner priority. Marketing leaders are charged with strategizing the business case for integrated and intentional creativity, aligning seemingly contradictory imperatives and bringing new customers into the fold.

On Wednesday 7th September, in partnership with Connect Media, hosted an executive gathering of marketing leaders from a diverse cross-section of industries. This Roundtable provided a platform for candid discussion, where attendees confronted the challenges and opportunities underlining creative management within business.