Lions Live
According to Mark D’Arcy, global business marketing VP and CCO of Facebook, creative culture is based on curiosity. “The best creative organizations are tirelessly curious about finding novel solutions to problems. Curiosity is what drives creativity,” he said during the second edition of Lions Live. “A good creative culture is not creative in a passive sense, it is the application of a way to see the world while identifying the problems to be solved and objectives to be fulfilled,” D’Arcy noted while taking part in a panel accompanied by Jackie Cooper, senior advisor of Edelman; Prasoon Joshi, CEO and CCO of McCann Worldgroup in India and chairman of Asia Pacific (APAC); Melissa Routhier, CCO of WPP Walgreens Team at VMLY&R; and Philip Thomas, president of Cannes Lions, who served as moderator. Routhier agreed with D’Arcy that curiosity is vital to building a creative culture, but for this you need freedom. “You can’t be curious enough if you don’t have the necessary freedom. When you create a culture that allows everyone to express their true selves, you get all those perspectives coming together and intertwining to produce the most creative, most curious ideas, the ones that truly solve problems,” she said. For Cooper, creativity means coming up with ideas that have true value. “Creative culture is made up of the whole range of the creatives’ talent and behavior combined with a structure that allows them to produce the most effective ideas,” she concluded.
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