Six ways to drive innovation

Matthew Carlton

Being 'creative' is an expected skill within much of the marketing industry but in order to amplify this necessary attribute, time and effort must be spent on collaboration and sharing according to the speakers at the 'Organisational Creativity – Marketing and Beyond' session, part of the IPA's Eff Fest.

Jonathan Obermeister, Managing Partner at Change Agency, set the tone by posing two distinct questions for marketers and agencies:

  1. How do you make your organisation more creative?
  2. How do you make your organisation more receptive to creativity?

He identified four Cs – Commitment, Context, Courage and Collaboration – which are central to help those in business overcome creativity challenges. Taking commitment as the starting point, Obermeister passionately believes that clear guarantees from leadership is vital for creativity to flourish.