cultivating creativity for innovation and brand growth

How can creativity foster innovation and catalyse the overall growth and success of brands? In this round table discussion, we explore the essence of creativity and its profound impact on the marketing and communications industry. From fostering environments ripe for bold ideas to navigating the evolving landscape shaped by AI, our creative directors from across the network offer valuable perspectives drawn from their diverse experiences across borders, languages and cultures.
Hear it from Dorothy Howls (Actionˣ), Rayan Ahmed (Action Studios) and Efthymios Charmalias (Cyprus).

How do you inspire and cultivate creativity within your team, and what tactics do you employ to nurture an environment that encourages bold ideas?

D.H.: I’m passionate about fostering creativity within our team. We love brainstorming sessions where every voice is heard and valued. Our approach involves delving into diverse sources of inspiration, from industry trends to unconventional art forms. We believe in the power of experimentation, encouraging team members to explore innovative avenues without fear of failure. This dynamic environment cultivates a culture where bold ideas flourish and creativity knows no bounds.

R.A.: In our industry, it is imperative to nurture a culture of teamwork, experimentation, and empowerment. Here at Action Studios, we priotitise open communication, where the team is encouraged to share their ideas freely and explore the full spectrum of their own creativity.
I personally demonstrate a willingness to take risks and explore unconventional approaches to my work. By promoting a mindset of fearlessness, I create an environment where failure is embraced as a part of the creative process and learning journey and bold ideas are celebrated rather than discouraged. This approach inspires the team to push their own creative boundaries.
And to nurture this creativity, we must provide opportunities for continuous learning, whether it’s through workshops, trainings, or staying updated on industry trends.

E.C.: The most important thing is to make people feel safe. No matter what idea they present, they should be treated with respect, and any feedback should come from a professional point of view rather than personal taste. Additionally, provide examples of work that are analysed in a fruitful dialogue and encourage people to draw inspiration from various sources. Over time, breaking through barriers and engaging in out-of-the-box thinking becomes easier.
Finally, I always encourage my colleagues to observe society, from small things like the way someone is walking their dog to major shifts in technology and politics. This is fundamental.

In the era of AI playing an increasingly significant role in our industry, particularly in creative and production processes, how do you see the meaning of creativity evolving? 

D.H.: As a huge fan of AI and its transformative potential, I believe it’s revolutionising the creative landscape. AI offers unparalleled assistance by providing instant inspiration and generating multiple options in seconds. This expedites processes and enhances efficiency, allowing us to explore diverse possibilities with ease. With AI’s ability to produce multiple outcomes, we’re empowered to swiftly refine and unlock innovative solutions at an unprecedented pace.

R.A.: In today’s rapidly evolving landscape, the integration of AI into creative processes is not just a choice—it’s a necessity and those who fail to embrace it risk falling behind.
Today, we are able to streamline workflows, experiment with new formats and approaches, compose music and voice-overs to creating visual artwork and designing layouts, ultimately pushing the boundaries. This not only speeds up the content creation process but also enhances our creativity.
It’s the marriage between human ingenuity and technological innovation which is redefining the future of storytelling.

E.C.: Right now, as I see it, AI is just another tool, like Photoshop. It can instantly create whatever you want – a storyline, a script, an image, or even a whole campaign. However, it lacks the imperfections that make it more human, more familiar, and in general, more relatable. All in all, AI saves time and can help us broaden our horizons, enabling us to be more creative. But remember, AI is not the idea or concept itself. We have seen campaigns using AI as the idea when, in fact, it is just the tool. It is still very early to determine where things will land. Many issues are raised, from copyrights to fake news and propaganda, among others, and over time, all of these will need to be dealt with.

From your experience, how can a strong emphasis on creativity contribute to the overall business growth of a brand?

D.H.: Creativity acts as a catalyst for brand differentiation and consumer engagement. By crafting compelling narratives and innovative experiences, brands can forge emotional connections with their audience, leading to increased loyalty and market share.

R.A.: In today’s competitive landscape and with the introduction of AI technologies, competition has intensified as agencies are driving towards streamlining ideation processes, content delivery, and overall operations, but it’s the creative solutions which sets brands apart and contributes to the overall business growth.
Creative solutions cultivate brand loyalty and advocacy. By continuously pushing boundaries and exploring new ideas, brands can carve a distinct identity, effectively differentiate themselves from competitors, and ultimately drive overall business growth and success.

E.C.: The answer is simple. Creativity plays a big role, but it has to be supported by what I like to call the back office, which is strategy. When you have a crystal-clear strategy for your brand, a creative campaign can do wonders. The real question for me is what we consider to be creative nowadays. Traditional advertising has changed because the world has changed. We have been through an economic crisis, a pandemic, wars, another economic crisis because of those wars, environmental issues, social movements… So, we need to closely observe and think before we start the creative process.

Which Action project of yours are most proud of and why?

D.H.: Without a doubt, our CSR (Corporate Social Responsibility) video projects stand out as a source of immense pride for our team. These projects resonated deeply with us as they allowed each team member to infuse a piece of themselves into the creation process. Collaborating closely, we poured our collective passion and creativity into crafting these videos, fostering a sense of unity and purpose within our team. Beyond our internal connection, these videos served as powerful vehicles for spreading important messages to the wider world, amplifying our impact and contributing to positive change in our communities.

R.A.: There are quite a few projects I’ve had the privilege to work on over the last 5 years, but if I were to highlight the most significant one, it would be our collaboration with the Environment Agency Abu Dhabi (EAD).
Our work with EAD holds a special place, because of the profound impact it has had on environmental conservation. Through our collaboration, we were able to implement initiatives aimed at effectively promoting sustainable development across the Emirate.
Additionally, winning Gold at the MEPRA’s (under the category – Best Campaign Demonstrating Environmental Initiatives) was a significant milestone for our team. It served as validation of our hard work and reaffirmed our belief in the power of effective communication in a creating meaningful impact.
Knowing that our work is making a difference is what truly makes me proud. It’s not just about the projects themselves, but about the impact they have on the lives of people.

E.C.: I am particularly proud of the Heartland of Legends campaign that we ran for the Tourism Department of Cyprus, for a specific reason. Despite having a limited budget, we successfully generated a substantial amount of high-quality material, both online and offline, creating the impression of a high-budget campaign. We made excellent use of the materials; the concept was to the point, and the choice of collaborators was a dream match. All in all, the production was effortless.