Paul Yole: Tuesday – The case for creativity

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Paul Yole Cannes 2016.jpgPaul Yole has attended the Cannes Lions Festival as a delegate every year for the past 10 years. Here he reports from Cannes for Campaign Brief, on why the case for creativity never ends.

“The case for Creativity”. With a title like that, I had no option but to attend. And it was very worthwhile.

James Hurman, founder of Previously Unavailable and former planning chief at Colenso BBDO New Zealand, talked through some of the highlights from the updated version of his seminal creative effectiveness book, The Case for Creativity.

The book is based upon three decades of international research by universities, scientists, consultants and Hurman himself. It was motivated by his realisation that most of the work that we produce is, in fact, not very creative.

Perhaps this is caused by a lack of confidence in the power of creativity or by the fact that any brand idea often needs many, many people to say yes, but it only takes one person to say no and the idea could be doomed.

So Hurman’s mission is to help people believe in creativity, not just by proving its efficacy, but also by providing the stimulus to keep creative effectiveness on the agenda. Hence the handing out of free copies of his book at the Festival.

I agree with Hurman’s view that it is perfectly fair for clients to ask us to prove that creative work is more effective, and his research goes a long way towards helping that cause (along with the work of people like Peter Field and Donald Gunn).

About ten years ago, McKinsey undertook a study into the effectiveness of advertising in Germany after one client claimed, “Creativity is irrelevant at best. Often it is harmful to advertising success.”

I suggest that many clients may share that view and even believe that high creativity is too risky. In fact, the opposite is proven to be true. High creativity is actually the safest way to grow a brand. As McKinsey concluded in the study, “Other things being equal, creativity is an advertiser’s best bet.”

Every report James Hurman researched reached the same conclusion. Peter Field’s rigorous study of advertising that has been recognized for proven effectiveness and ROI suggests that creatively awarded work can be up to 11 times more effective.

Good planners around the world will relate to Hurman’s assertion that a planner’s sole job is to help make the work more effective, and the best way to do that is to help make it more creative.

So what do clients think? Because after all, they have the pivotal role in this.

Two acclaimed former Cannes Creative Marketers of the Year, Jim Stengel (P&G) and Jonathan Mildenhall (Coca Cola and now CMO of Airbnb) shared some encouraging insights.

To summarise some key take-outs from their advice:

1.     The case for creativity never ends

2.     Client companies need deep cultural change that puts creativity on the business agenda, and it needs to be socialised

3.     To achieve culture change you need to go where the energy is

4.     Keep the spotlight on those who are courageous

5.     One person can make an enormous difference, even if they are relatively junior

6.     Young marketers do not have to follow the beat of the drum from their leader if it is incompatible with creativity. But they do need to seek out like-minded people in their organization

7.     Build a learning agenda and culture

8.     Share the risk (agency and client)

Finally, I really like the mantra that Jonathan Mildenhall relates every day to his people: “Make this the best work of your career to date.”

Chasing high creativity may not be easy, but as the evidence shows, it is 100% essential for success. So the pursuit is worth it.