Seriously workshopping the value of creativity in marketing

Much is discussed about the importance of ‘creativity’ by both advertisers and their agencies. Many creative awards focus on recognising and rewarding creativity in various categories, disciplines, media and channels. But with so much attention and focus on the importance of creativity, how does the industry value this precious commodity?

You are invited to come along and participate in a serious discussion about how creativity is valued? Or not? And more importantly how we can value creativity in new and more equitable ways at Spikes Asia 2010.

Spikes Asia 2010 runs from 19 to 21 September at Suntec in Singapore. You can register here to attend.

The Workshop – Is creativity valued? is on Tuesday September 21 at 2 pm.

The workshop synopsis:

Much is discussed about the importance of ‘creativity’ by both advertisers and their agencies. Many creative awards focus on recognising and rewarding creativity in various categories, disciplines, media and channels. But with so much attention and focus on the importance of creativity, how does the industry value this precious commodity?

Through groups discussions and break-out groups, participants will challenge and create a set of principles for agency remuneration that recognises creativity as the source of business value.

In this workshop participants will review the way creativity is currently remunerated in the various marketing communications disciplines and look at how is creativity valued? How is the value calculated?

In break-out groups, participants will explore what are the positive and negative effects these approaches have on the quality and delivery of creativity? And make recommendations on best practices.

Participants will also explore the application of creativity in other commercial disciplines such as music, literature, art and motion pictures.

In break-out groups participants will discuss how is creativity valued? How is creative value calculated in different disciplines and categories? And groups will report back and discuss what are the insights and opportunities that can be applied to the way we remunerate creativity within marketing and advertising?

The role of this workshop is for participants to examine and question the current methods for compensating agencies for their creativity with the view to collectively creating a new remuneration model with the value of creativity at its core. At the very least it will challenge the current business models used to remunerate agencies.

It is a workshop for anyone interested in participating in developing and defining the long term sustainability of the industry and puts the role of creativity back at the core of the business model

Related Posts Plugin for WordPress, Blogger...

About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com
This entry was posted in agency remuneration / compensation and tagged , , , , , , , , , , , . Bookmark the permalink.