TataKelola dan KamSiber Kecerdasan Buatan v022.pdf
Critical mass: the creativity Challange
1. Critical Mass: The IT Creativity
Challenge
Group 10
Ankit Mangla-UM16191
Ankit Pattanaik-UM16245
Asish Pratik Biswal-UM16246
Suman Panigrahi-UM16233
Sumit Sandilya-UMF16005
Shahbaz Khan-UM16228
2. Critical Mass
• Highly successful internet services firm
• Blue-chip client list including Dell, Smirnoff, Samsung
etc.
• Offers a broad range of digital marketing services
• Focused on building corporate branding
• Leader in the field of interactive marketing agencies
• Still wasn’t among the largest or best-known companies
• Rapidly changing internet environment demanded
continuous innovation and creativity
3. Ted Hellard
• Came from unlikely background but had a strong
entrepreneurial spirit
• Knew how to exploit his network
• Risk-taker
• Ability to respond to a creative challenge
• Utilitarian
4. Challenges
• Skills and creative ability match was a barrier
• Targeted only the elite clients
• Current generation was very fickle with their choices, so
capturing their attention was a challenge
5. Challenges
• Geographically widespread talent pool with exorbitant
salary levels
• Consumer sector’s attitude shift towards internet
advertising
• Clients’ interests were changing towards new digital
outlook
6. Solutions
• The definition of creativity changed over the last 10 years
▫ Required ‘instant gratification’
▫ This in turn demanded high levels of innovation
• Re-evaluated their methods of client acquisition
▫ Assessed the prospective clients by assigning weights to
different factors and debating on them
▫ Redesigned the pitch to target clients at a certain strategic
level
7. Solutions
• Employee Engagement & Creativity
▫ Celebration and kick-off meeting to promote team-building
and maintain enthusiasm
▫ Technology group worked closely with experience design,
E-marketing, insight and planning delivering new
dimensions of creativity
▫ Competitive atmosphere was fostered by organizing
regular contests
8. Solutions
• Employee Engagement & Creativity
▫ Opportunity to pursue their own special enthusiasm
▫ ‘Beer camps’ were introduced
▫ Architecture and interior design of office were modified
driving creativity and innovation
▫ Client forums were held encouraging innovative client
solutions via discussions
9. The Big 5 Personality Traits
• The company won many awards and also was cited as the leader in the field of interactive
• marketing agencies was characterized by excitability, sociability, talkativeness,
• assertiveness and high amounts of emotional expressiveness.
Extraversion
• Hellard’s entrepreneurial spirit and abilities to respond to creative challenge includes
• attributes such as trust, altruism, kindness, affection and other prosocial behaviours.Agreeableness
• Critical Mass wants to be company’s brand strategist through high levels of
• thoughtfulness, with good impulse control and goal-directed behaviours.
Conscientiousnes
s
• Company believed in being creative but took a long time to realize what they believed to
• be creative had actually then been commoditized and new innovation surge was of
• utmost necessity
Neuroticism
• Company encouraged imagination and insight, and to have a broad range of interests and
• pursue their own enthusiasm. They involved people directly with clients and included
• forums to improve employee participation , fostering innovation
Openness
