Innovation: Pervasive creativity

Tham Khai Meng

The ad business needs to rethink its creative culture and the traditional 'cloistered' environment of the creative department, argues this author from Ogilvy & Mather, an agency that has intorduced an innovation in creative management that it terms 'pervasive creativity'.

Innovation: Pervasive creativity

Tham Khai MengOgilvy & Mather

Creative innovation requires a working environment that awakens creativity in everyone in the organisation, encouraging what may seem silly ideas. That is how awarded campaigns such as 'The Return of Dictator Ben Ali' and 'Dove Ad Makeover' emerged.

In December 2010, a man in Tunisia burned himself to death in protest at his treatment by police. What followed was an extraordinary year as pro-democracy rebellions erupted across the Middle East, a turn of events that became known as the Arab Spring.

It was around this time that Memac Ogilvy & Mather...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands