Designing a Culture of Creativity in a Large Agency
At first glance, it would seem odd that a culture of creativity would have to be designed within a large advertising firm. An ad agency should be teeming with creativity, right? Culture, however, takes years to develop, and advertising is no different.
James Shuttleworth, Chief Strategy Officer at Draftfcb Chicago recently made a presentation, which, while targeted to Agency Planners, offers excellent advice to managers and HR as well. Some of his (heavily paraphrased) points:
- Culture and Corporate Values can only be codified by observing how people behave. (Translation: a Mission Statement by itself is empty)
- Dreaming is not enough. It must be based on research and leveraged to provide innovative solutions.
- HR and Planning should work together to make smarter hiring decisions, enabling digital and traditional teams to become better integrated.
- There is a need for well-rounded people who can connect the skill sets and strengths of various teams.
A Winning Culture is rewarding work, and is often the basis of success and profitability.
