Creativity is not a department
Lars Samuelsen, Chief Strategy Officer and Head of Digital, UncleGrey

All rights reserved b...
Digital Strategy Director Grey EMEA
Chief Strategy Officer & Head of Digital UncleGrey
MBA Berlin School of Creative Leade...
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
Creativity is any act, idea, or
product that changes an existing
domain, or that transforms an
existing domain into a new ...
State of the union

All rights reserved by UncleGrey 2012
By the way, if anyone here is
in advertising or marketing,
kill yourself.
Bill Hicks

All rights reserved by UncleGrey 201...
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
Advertising is on the cusp of its
first creative revolution since
the 1960s. But the ad industry
might get left behind.
Fas...
All rights reserved by UncleGrey 2012
Opportunities to transform
The industry have had numerous chances to re-imagine how to
create our most valuable product - ...
All rights reserved by UncleGrey 2012
A question of perception

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All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
The challenge of semantics

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The label of creative
From a semantic view it is interesting and problematic that we
have labelled certain people “creativ...
In most of the industry, they talk about the
“creatives” and creative directors. I think
that’s a really detrimental thing...
All children are artists.
The problem is how to remain
an artist once he grows up.
Pablo Picasso

All rights reserved by U...
All rights reserved by UncleGrey 2012
For most of human history, people have
believed that the imagination is inherently
inscrutable, an impenetrable biological...
The myth of partnership
Brian Uzzi is a sociologist who have worked extensively with
creativity and team structure.
• Stud...
OPEN Culture

All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
OPEN as a cultural imperative
No assembly lines.
No departments.
No hand offs.
No offices.
No walls.
No hierarchy.
No egos...
OPEN Processes
• OPEN briefings
• OPEN reviews
• OPEN development
• OPEN meetings
• OPEN relationships

All rights reserved...
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
The Liberation

All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
The Scratch Poster

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All rights reserved by UncleGrey 2012
Killing your target audience

All rights reserved by UncleGrey 2012
All rights reserved by UncleGrey 2012
If you do not like change
you are going to like
irrelevance even less.
General Eric Shinseki

All rights reserved by Uncle...
Thank you for your time

All rights reserved by UncleGrey 2012
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Creativity is not a department by Lars Samuelson @ICEEfest 2013

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Transcript of "Creativity is not a department by Lars Samuelson @ICEEfest 2013"

  1. 1. Creativity is not a department Lars Samuelsen, Chief Strategy Officer and Head of Digital, UncleGrey All rights reserved by UncleGrey 2012
  2. 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
  3. 3. All rights reserved by UncleGrey 2012
  4. 4. All rights reserved by UncleGrey 2012
  5. 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. 6. State of the union All rights reserved by UncleGrey 2012
  7. 7. By the way, if anyone here is in advertising or marketing, kill yourself. Bill Hicks All rights reserved by UncleGrey 2012
  8. 8. All rights reserved by UncleGrey 2012
  9. 9. All rights reserved by UncleGrey 2012
  10. 10. All rights reserved by UncleGrey 2012
  11. 11. All rights reserved by UncleGrey 2012
  12. 12. All rights reserved by UncleGrey 2012
  13. 13. All rights reserved by UncleGrey 2012
  14. 14. All rights reserved by UncleGrey 2012
  15. 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
  16. 16. All rights reserved by UncleGrey 2012
  17. 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
  18. 18. All rights reserved by UncleGrey 2012
  19. 19. A question of perception All rights reserved by UncleGrey 2012
  20. 20. All rights reserved by UncleGrey 2012
  21. 21. All rights reserved by UncleGrey 2012
  22. 22. All rights reserved by UncleGrey 2012
  23. 23. All rights reserved by UncleGrey 2012
  24. 24. All rights reserved by UncleGrey 2012
  25. 25. The challenge of semantics All rights reserved by UncleGrey 2012
  26. 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. 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. 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
  29. 29. All rights reserved by UncleGrey 2012
  30. 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. 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
  32. 32. OPEN Culture All rights reserved by UncleGrey 2012
  33. 33. All rights reserved by UncleGrey 2012
  34. 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. 35. OPEN Processes • OPEN briefings • OPEN reviews • OPEN development • OPEN meetings • OPEN relationships All rights reserved by UncleGrey 2012
  36. 36. All rights reserved by UncleGrey 2012
  37. 37. All rights reserved by UncleGrey 2012
  38. 38. The Liberation All rights reserved by UncleGrey 2012
  39. 39. All rights reserved by UncleGrey 2012
  40. 40. All rights reserved by UncleGrey 2012
  41. 41. All rights reserved by UncleGrey 2012
  42. 42. The Scratch Poster All rights reserved by UncleGrey 2012
  43. 43. All rights reserved by UncleGrey 2012
  44. 44. Killing your target audience All rights reserved by UncleGrey 2012
  45. 45. All rights reserved by UncleGrey 2012
  46. 46. If you do not like change you are going to like irrelevance even less. General Eric Shinseki All rights reserved by UncleGrey 2012
  47. 47. Thank you for your time All rights reserved by UncleGrey 2012

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