Developing ‘CQ’: Why cultural intelligence is required to create effective work

Wendy Siew

Combining hard and soft approaches to develop cultural intelligence can result in agency teams with diverse thinking that deliver fresh perspectives to solve client challenges, says EssenceMediacom’s Wendy Siew.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

Clients are increasingly looking to agencies to provide strong, out-of-the-box thinking that is differentiated and “market-first”. Introducing cultural diversity in agency teams is a great way to go beyond the standard mindsets and tap into fresh perspectives when solving client challenges. Yet, harnessing this diversity in thinking requires the right support structures around teams to ensure harmonious and productive relationships.

This four-point framework – Policy, Practice, Provision and (Im)Perfection – is a combination of hard and soft...

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