Six months into her new role as CEO of Leo Burnett Australia, Clare Pickens sat down with Campaign Asia to discuss how the focus of creativity must be about 'solving real business problems in the most interesting, dynamic and memorable ways'.
Pickens talks openly about her firm belief that marketing must have a seat at the table to drive innovation. She also shares why she believes drawing on deeply rooted cultural ideas, embracing diversity of opinion and utilising humour as a tool are real markers of creative success.
"That's what gets me excited about creativity - doing something that tightly answers a human problem and a business problem with a really exciting creative solution," Pickens says.
Read the full article here.
Comments