top of page

Clare Pickens, Leo Burnett Australia CEO, on reinventing creativity through community and long-term thinking

Writing in The Australian - The Growth Agenda, Clare Pickens, CEO of Leo Burnett Australia, discusses how brands can forge deeper connections with consumers and redefine success in an era of economic uncertainty by reinventing their approach to community-centric solutions and breakthrough creativity.

"In our rush to achieve short-term gains and quick fixes, the essence of responsible growth through breakthrough creativity – and of addressing real human needs – seems to have been obscured. The brands focused on community-centric solutions and creating long-term meaningful value will be the ones to move forward, as they adopt the true spirit of reinvention."

"Let’s look beyond digital convenience, standardisation and homogenisation, which risks diluting innovation and originality – to enriching technological experiences, and invest in building communities rooted in shared values. Let us move beyond the buzzwords, fleeting gains and narrow trends and, instead, focus on ideas that deliver business effectiveness while making us feel nervously excited by their daring ambition.

"If ever there was a time for real reinvention, now is the moment to grab the proverbial bull by the horns, or risk being left behind. It’s time to get comfortable with being uncomfortable."

Read the article in full here.


bottom of page