Promoted
from
Celtra
Creative thinking is valuable to solving business problems but if the creative talent is spent reformatting and doing grunt work, how can businesses adapt and grow quickly? The Drum and Celtra brought together leading Australian marketers, from Nura, Xero, Kogan and Adore Beauty, to see how they are tackling this issue.
The power of creative thinking to solve business challenges comes down to the connecting ability of people in the marketing and comms team, according to Rob Barnett, creative director, Xero.
“The role of creative in solving business problems is led by the dynamics within the marketing team of having more visibility across the business, what the problems are, and actually being a stakeholder in helping solve them. I see creatives as a conduit between all these departments and what we try and do is find a bit of a common thread that might be able to link different business problems together, to weave that into a single narrative. This is beyond a campaign and more about creative as a platform and a bigger story,” he says.