Global Entertainment & Business Strategy LP


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Global Entertainment & Business Strategy LP

  1. 1. Global Entertainment Business Strategy<br />Entertainment Business Master of Science<br />Entertainment Leadership Portfolio<br />Paul Siewe<br />May 29, 2008<br /> <br /> After watching videos related to the business of entertainment in which different <br />speakers talk about creativity both on a personal level and in a business <br />environment, I’m going to give you a summary of the information discussed in the <br />videos by the speakers and also discuss how the information provided would be <br />incorporated in my business strategy or career objectives.<br /> Posted on TED. Com, there is a video on in which author Amy Tan talk about <br />creativity, and each individual can come in touch with their creative side.<br />According to TED. Com, Amy Tan was born in the US to immigrant parents from <br />China, Amy Tan rejected her mother's expectations that she become a doctor and <br />concert pianist. She chose to write fiction instead. Her much loved best-selling <br />novels have been translated into 35 languages. She's writing a new novel and <br />creating the libretto for The Bonesetter's Daughter, which will have its world <br />premiere in September 2008 with the San Francisco Opera.<br />Tan was the creative consultant for Sagwa, the Emmy-nominated PBS series for <br />children, and she has appeared as herself on The Simpsons. She's the lead <br />rhythm dominatrix, backup singer and second tambourine with the Rock Bottom <br />Remainders, a literary garage band that has raised more than a million dollars for <br />literacy programs.<br /> In the video Tan discuss about how she came about to find her creativity and <br />how it can be essential to a person. As stated on, creativity is the <br />ability to produce something new through imaginative skill, whether a new solution <br />to a problem, a new method or device, or a new artistic object or form. The term <br />generally refers to a richness of ideas and originality of thinking. Psychological <br />studies of highly creative people have shown that many have a strong interest in <br />apparent disorder, contradiction, and imbalance, which seem to be perceived as <br />challenges. Such individuals may possess an exceptionally deep, broad, and <br />flexible awareness of themselves. Studies also show that intelligence has little <br />correlation with creativity; thus, a highly intelligent person may not be very <br />creative. According to Tan some people believe that we are born with creativity <br />and nurture it in our life and others believe that it is something we learn and <br />develop throughout our life. She explained how people believe that creativity is a <br />function of some neurological syndrome such as the psychotic muse theory, also <br />referred to as the Van Gogh Syndrome. She also stated that childhood trauma <br />can be the cause of creativity in an individual, taking examples of her personal <br />trauma in her younger age. Then she went on and discussed her creativity <br />process and how she come about to write her novels, talking about the uncertainty <br />principle, the observer effect. Tan’s approach on creativity is more on a personal <br />level, and believes creative people are multidimensional. In order to have a <br />creative business you need to have creative people and Tan’s video talked about <br />how individual gain creativity, using herself as an example.<br /> Now to talk about creativity in business, I watched a video posted on <br /> in which Rob Campbell discuss how creativity liberates business. <br />According to, Robert Campbell, Managing Partner / <br />Creative Brand Strategist of Sunshine Asia started work as a guitarist for <br />questionable 80's pop-stars before somehow joining the Ad industry. After helping <br />brands like Tango and Virgin be ‘disruptive influences', he went to work around the <br />World before starting cynic - the Betty Ford clinic for the disenfranchised. Within <br />12 months they had offices in Sydney, London and NYC and were creating 747 <br />interiors and TV shows as well as campaigns for Virgin, Mini and IKEA. In 05 Rob <br />moved to Asia as Y&R's Regional Planning Director, attempting to understand <br />people cultures whilst developing ideas for SONY, VB Beer and Schweppes. After <br />spending much of 08 with Google in the US, Robert joined M&C as managing <br />partner for their creative planning consultancy, Sunshine.<br /> According to Campbell the basic jobs of any company is to attract customers to <br />their brand and fulfill on-going business needs and long and short goals. In order <br />to fulfill those means and goals, the company has to come up with ways to attract <br />customers to their brand through promotion and advertising; or in the case of <br />bigger companies hire an ad agency. But the problem is that many agencies <br />create ad ideas but not ideas, and use outdated strategies such as guerilla ads, <br />and creating awareness to promote a brand. Most companies want ads and <br />commercials, not ideas, which are nothing but point of sales, but the problem is <br />that the ad industry do not know how to sell, they only try to get people to buy. <br />According to Campbell ideas are the only legal means to change the World <br />regardless of money, distribution, or heritage, and creativity in business that is not <br />articulated in a way that has business fundamentals will never work. He also gave <br />examples of companies that used ideas to increase their sales, such as an agency <br />in Malaysia that came up with the idea of putting digital compass in LG cell phone <br />for Muslim, showing them wish way to pray, thus increasing sales or the French <br />insurance company that after research find out that 10-12% of the French <br />population suffer from hearing problem, so they taught their people sign language <br />and advertised it, which increase their sales by 10%.<br /> As stated in by creativity consultant Juanita Weaver, “creativity is not <br />just the domain of a talented few. We are all creative. It is highly likely that your <br />creativity has been diminished by social norms and life experience, but it can be <br />fostered and revived. You may not even think you are creative, but that is not true. <br />Creativity is our birthright, it is part of what makes us human.” Becoming more <br />creative takes time and effort, in order to become more creative and establish a <br />creative business culture, we will need to become familiar with the business <br />literature about creativity, and learn more about the creative process.<br />Creativity has always been an important business skill, but in this turbulent <br />economy is essential, and building a creatively agile company will not only help <br />you survive but give you a powerful competitive advantage.<br />Sources:<br /><br /><br /><br /><br /><br />