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Just as early forms of human creativity were enabled by physiological and social factors, Creative Business Transformation can be empowered, or inhibited, by the foundational processes and culture of an organisation. Setting the right foundation can be essential for innovation, novel thinking, and new growth.
Based on our study, successful components of a solid foundation include:
1.
A culture that tolerates risk with an understanding that change is inevitable
2.
A framework to encourage and capture creative ideas, regardless of the source
3.
A profound commitment to customer-centricity with an Omni-stakeholder perspective.
With its finger on the pulse of rapidly changing technology and customer preferences, Mastercard, led by Chief Marketing and Communications Officer Raja Rajamannar, took a risk by evolving one of its most successful campaigns in the company’s history. By capturing creative ideas from a multitude of sources (such as Mastercard’s “True Name”, an idea that came from a transgender employee’s experience). 9
Mastercard leveraged its creative foundation to transform its “Priceless” theme from an advertising campaign into a completely holistic creative platform.
TRUE NAME | MASTERCARD
KETCHUM, NEW YORK
GOLD, PR LIONS
2021
Foundation to Curation
Leaders in Creative Business Transformation recognise triggers of creative application
Many Creative Business Transformation leaders are adept at understanding when conditions in the Foundation phase are ideal to launch an idea, or set of ideas, to the Curation stage of the process. This entails not only accurately assessing the environment in which the organisation is operating, but also having a set of promising ideas ready to evaluate when the foundation is set.
LIONS and Deloitte Digital's research revealed certain strategies that leaders are using to stay ready:
1.
Establish a culture of processes for making ideas.
Bennie F. Johnson, CEO of the American Marketing Association, says that having the structure in place before jumping to ideation enables the organisation to lean on established processes once the triggers of creative application have been realised. In turn, this creates space for higher quality and a larger quantity of creative ideas to be considered and tested.
“Like jazz music…great improvisation exists on top of great structure. Understanding and trusting your team in terms of where we're going, and having good fundamentals, creates the opportunities for these innovative spaces.”
2.
Build a brand sandbox.
For Sean Tresvant, CEO of Taco Bell, leading Creative Business Transformation starts with complete alignment on who the customer is and what the brand represents.
“Transformation is not only about changing, it is about grounding ourselves in who the consumer is and what our mission is. Having that alignment allows us to get even more creative because we now have a filter of what to do and what not to do within a larger brand framework.”
Sean Tresvant
CEO | Taco Bell
According to Tresvant, this alignment leads to trust and an environment in which individuals are not afraid to push the boundaries for what is possible, all while staying true to the brand.
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