Creativity is at the core of being human and making meaningful change possible. When directed at improvement, creativity disrupts, reshapes and solves some of the most complex problems. Today, the power of creativity goes beyond innovation, and looks to brand, people and culture to unlock value and growth. This talk examines how creative professionals have evolved with time and how businesses recognize the value of creativity as a competitive advantage and the “secret sauce” to redefining themselves and their future growth.

1. Creativity is the
new currency
25 October, 2019
Yasmin Borain

2. Hello!

3. Customer &
Business
knowledge
Digital
craft
Brand
thinking

4. Creativity gives us freedom,
hope and power to transform.

5. Creativity = Thinking + Making

8. 8
Globally
Environmentally
Locally
Inequality
Politically

9. Look at creative solutions to reimagine
and influence the future.

10. Act differently
Think differently
THE POWER OF CREATIVITY

11. Make the impossible possible
Embrace the impossible
THE POWER OF CREATIVITY

12. Evolve existing experiences
Create new experiences
THE POWER OF CREATIVITY

13. The way to create lasting impact is by
connecting purpose and needs
THE POWER OF CREATIVITY

14. T E C H N O L O G YS T R A T E G YC R E A T I V ES T R A T E G YC R E A T I V ET E C H N O L O G YBrand
Purpose
People’s
Needs &
Believes
Value Exchange
Brand experiences

15. NEEDS &
PROBLEMS
MORALS &
VALUES
MINDSET &
CONTEXT
FUTURE
EXPECTATIONS
ATTITUDES &
BEHAVIOURS
The World
Brand
Purpose
BACKGROUND &
IDENTITY
People
Value
Growth

16. Bringing this
to life

18. The world of
hearing loss

21. Improve
customer’s lives.
Change the way they
listen to the world
around.
The Sending
Machine
Understand my
hearing and
lifestyle needs.
Adapt to my life and
routine.

23. The UK
Hunger Crisis
23

26. Provide
transparency
for the donors.
Empower people to
donate the right foods
and have real impact
The Sending
Machine
Tackle hidden
hunger.
Provide emergency food
support to people
facing crisis and help
end world hunger.

27. Think differently
Embrace the impossible
Create experiences
Have purpose
Creative Superpowers

28. Act differently
Make the impossible possible
Evolve experiences
Connect purpose and needs
Creative Superpowers

29. Thank you
twitter: @coelesitne
linkedin: /yasminborain
email: yasmin.borain@publicissapient.com