Apidays New York 2024 - The value of a flexible API Management solution for O...
Creativity is not a department by Lars Samuelson @ICEEfest 2013
1. Creativity is not a department
Lars Samuelsen, Chief Strategy Officer and Head of Digital, UncleGrey
All rights reserved by UncleGrey 2012
2. Digital Strategy Director Grey EMEA
Chief Strategy Officer & Head of Digital UncleGrey
MBA Berlin School of Creative Leadership
Strategic Planning Council Grey EMA
Digital Council Grey EMEA
Strategic Director & Commercial Director Envision
Communications Planning Director Mediaedge:cia
Global Consumer Insight Board Mediaedge:cia
All rights reserved by UncleGrey 2012
5. Creativity is any act, idea, or
product that changes an existing
domain, or that transforms an
existing domain into a new one.
Mihaly Csikszentmihalyi
All rights reserved by UncleGrey 2012
6. State of the union
All rights reserved by UncleGrey 2012
7. By the way, if anyone here is
in advertising or marketing,
kill yourself.
Bill Hicks
All rights reserved by UncleGrey 2012
15. Advertising is on the cusp of its
first creative revolution since
the 1960s. But the ad industry
might get left behind.
Fast Company
All rights reserved by UncleGrey 2012
17. Opportunities to transform
The industry have had numerous chances to re-imagine how to
create our most valuable product - ideas.
• Strategic Planning
• Media thinking
• Technology
All rights reserved by UncleGrey 2012
25. The challenge of semantics
All rights reserved by UncleGrey 2012
26. The label of creative
From a semantic view it is interesting and problematic that we
have labelled certain people “creatives”.
• Should planners be called thinkers?
• Should project managers be called doers?
• Should account people be called socializers?
All rights reserved by UncleGrey 2012
27. In most of the industry, they talk about the
“creatives” and creative directors. I think
that’s a really detrimental thing. I won’t put
“creative” in anybody’s title. If you’re not
creative, regardless of what your role is, you
can’t work here, period.
Michael Lebowitz, Big Spaceship
All rights reserved by UncleGrey 2012
28. All children are artists.
The problem is how to remain
an artist once he grows up.
Pablo Picasso
All rights reserved by UncleGrey 2012
30. For most of human history, people have
believed that the imagination is inherently
inscrutable, an impenetrable biological
gift. As a result, we cling to a series of
false myths about what creativity is and
where it comes from.
Jonah Lehrer
All rights reserved by UncleGrey 2012
31. The myth of partnership
Brian Uzzi is a sociologist who have worked extensively with
creativity and team structure.
• Studied creation of Broadway musicals (2258 from 1877 - 1990)
• Score depending on how connected the creators where
• Creative performance suffers if you are to familiar or if you do
you do not know each other at all.
All rights reserved by UncleGrey 2012
34. OPEN as a cultural imperative
No assembly lines.
No departments.
No hand offs.
No offices.
No walls.
No hierarchy.
No egos.
No assholes.
All rights reserved by UncleGrey 2012
35. OPEN Processes
• OPEN briefings
• OPEN reviews
• OPEN development
• OPEN meetings
• OPEN relationships
All rights reserved by UncleGrey 2012