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Spikes Asia Festival 2014: Day 2 by Adham Somantrie

Day Two at the 2014 Spikes Festival and Weber Shandwick’s Jye Smith and Moska Najib explored the idea of establishing and maintaining a creative culture within an agency environment.

First up, they spoke to Katie Chatfield, vice-president, head of Strategy and Digital, Jack Morton Worldwide  who pointed out that when it comes to creative culture, many agencies are quick to talk about the why, but much slower when it comes to explaining the how. “You have to start with the purpose of the organisation, really understand the people, and then develop a practice that is going to work. It takes time, but the results are just fantastic.”

Next, they explored the challenges of setting up a creative culture outside of the traditional ad agency space, speaking with Ian Rumsby, chief strategy officer, Asia Pacific, at Weber Shandwick. Rumsby identified two core challenges: the need for a diversity of viewpoints, and the tolerance to embrace new ideas and different thinking. “Only when we can do that will we be able to create creative agencies.’

Finally, they spoke to the Spikes audience, asking delegates to explain what creativity means to them and how it has changed. A common theme from the interviewees was that creativity was no longer exclusive to a select few with creativity in their job title, and that creativity needs to be curated from a wider range of sources than it has in the past.