Why cultural intelligence is required to create effective work

Combining hard and soft approaches to develop cultural intelligence (CQ) can result in agency teams with diverse thinking that deliver fresh perspectives to solve client challenges, under a four-point framework of Policy, Practice, Provision and (Im)Perfection.

Why cultural intelligence matters

Talent and teams are becoming more fluid, and brands seeking new ways to engage consumers while remaining true to local market nuances have to nurture cultural intelligence to benefit from both diverse thinking and local understanding.

Takeaways

• Create foundations for cultural understanding and sensitivity and encourage transparency with channels to address issues.
• Develop cultural intelligence in leadership and people, with practices such as reducing cultural distance in decision making.
• Ensuring the right systems, infrastructure and processes are available to enable cross-cultural movement of talent.