Profitable Creativity - The fuel for exceptional brands

Oystercatchers Club’s first evening of the year

Go to the profile of Rebecca Lalonde
Jan 24, 2019

Keith Weed said recently: “We need a little bit more brilliance in optimising brands rather than optimising the channel.”

Last night, in the first of our 2019 Oystercatchers Club evenings at London’s Ham Yard Hotel, we heard powerful insights from our exceptional leadership panel. BBC’s Chief Customer Officer, Kerris Bright; Benny Higgins Investment Banker, CEO, NED, Strategic Advisor; Chaka Sobhani, Leo Burnett Chief Creative Officer, and, Greg Levine, Sales & Distribution Director, Vitality UK, joined our very own Suki Thompson on stage.

As Kerris observed, “We often forget the attention we’re trying to capture and the need to cut through noise by capturing something that is novel and original that helps drive growth”.

Just last June, new research from Kantar Millward Brown revealed for the first time how creativity, disruption and great advertising can together boost brand value by 265%

Yet, for the last few years the marketing industry has been dominated by discussion around data and tech, with automation and AI driving the debate as businesses transform in the digital age.

Somewhere along the line, creativity’s halo slipped. And its role as a growth driver dropped off the C-suite agenda.

Our panel debated and bantered to an audience of 200 plus business leaders from brands including Paramount, Ebay, Sainsbury’s, IBM, McDonald’s, the V&A and Virgin Holidays. and Agency Chiefs from ABMBBDO, Karmarama, Publicis, RAPP, Engine, Initiative, McCann, Wunderman, VCCP and Who Wot Why.

Our panel shared great insights and opinions, here are eight key thoughts from the evening:

On Creativity

“Creativity can only be at its best when you can be open transparent and honest... I have a lot of respect for someone who says ‘actually this isn’t for either of us.” Benny Higgins

“The overriding principle of creativity is all about being curious and ‘uncluttering’ your mind.” Greg Levine.

“Art and science - you need to do both at extremes. If people are investing in deep analytics and big creative ideas, that’s where disruption happens.” Kerris Bright

 “When you step back and look objectively, you realise that the greatest work comes from people who are happy.” Chakra Sobhani

On agency-client partnerships

“Creativity can only be at its best when agencies and clients are open, honest and transparent -trust is the glue that binds organisations together.” Benny Higgins

“Are you really in a collective endeavour? Do agencies really understand the pressure clients are under in their organisation?” Kerris Bright

“There’s a need to spend more time on a shared definition of creativity.  Bat it out in the beginning.” Chaka Sobhani

“You will rarely see amazing things happen without the conditions of successful - trusted agency relationships.” Greg Levine.

A big thank you to our superb panellists, our Club Fellows and members for joining us.

Our next Oystercatchers Club evening takes place at 6.30pm on 26th March at the Ham Yard Hotel, on Risk and Reward.

If you would like to attend, please email Simona Coretti

Go to the profile of Rebecca Lalonde

Rebecca Lalonde

Marketing and New Business Development Director, Oystercatchers

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