James Shuttleworth, Chief Strategy Officer at Draft FCB, shares key points on how to keep the creative juices flowing in a rigid corporate environment.

At its core, a company that creates different forms of advertising is a creative organization. James Shuttleworth, Chief Strategy Officer at Draftfcb Chicago, mentioned how his agency, which staffs a good 40 planners at any given time, struggles and copes with this regularly. In his talk at Planningness NYC, he argued that large companies have to design for creativity, since it does not happen organically.

Here are some key points from his presentation how planners can thrive in large agencies:

Dealing With Ambiguity Ambiguity gives us the opportunity to be creative. Being prepared to face unguided situations enables planners to be creative. There is a need in agencies for collective genius, where people act spontaniously, while prioritizing the larger picture (which includes their colleagues’ ideas and the brand’s position in the market). There is also a need for people that are well-rounded (rather than hyper-specialized) and able to make things with various teams.

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