Issue 111: The Creativity Enablers

The Creativity Enablers.

From Jesper Albansson, CMO at Ocean Outdoor Nordics: the quiet roles that give ideas their wingspan.

Over the last couple of years I have been fortunate to have several lengthy discussions with Orlando Wood. Our chats mostly circle around creativity, advertising, its principles, the importance of art and showmanship.

Despite the research to prove the commercial value of creativity, it still feels like it suffers from some disbelief. When push comes to shove, it is a little like a quote from the Anchorman 1 movie, ”60 percent of the time, it works every time”.

Despite the research to prove the commercial value of creativity, it still feels like it suffers from some disbelief.

Maybe there is something missing. On a couple of occasions I have been involved in projects and campaigns that made a mark. But, I have also seen ideas perish before further consideration and imagination was allowed. It could be that there was no one there to shield the idea as it travelled along the meat grinder.

Talking to Orlando has helped me firm up my view on a specific type of person that I think function as a catalyst to increasing the wingspan of creativity both in advertising and in organisations. The people that create momentum around ideas. The creativity enablers.

It is tempting to assume that the responsibility for enabling creativity in a company sits naturally with the CMO. Marketing is, after all, the function most visibly associated with creative output; campaigns, storytelling, brand expression. But, the role of a creativity enabler is more about shaping the conditions in which creative thinking can influence the business. And those conditions do not necessarily sit within marketing alone.

The role of a creativity enabler is more about shaping the conditions in which creative thinking can influence the business. And those conditions do not necessarily sit within marketing alone.

Richard Hytner has written a wonderful book on leadership. Consiglieri: Leading From The Shadows. Hytner – former worldwide deputy chairman of Saatchi & Saatchi – describes different roles ”the consiglieri” can play.

• Caddy – prepares and guides the leader.
• Philosopher – provides strategic perspective.
• Fixer – solves problems and executes decisions.
• Anchor – tells uncomfortable truths and prevents leader arrogance.
• Sherpa – understands the terrain and helps navigate challenges.

Although this is not a book on creativity, these are characteristics of creativity
enablers.

They have a profound understanding of the value of creativity and the determination to take a few hits to ensure great ideas can run their course. The creativity enabler is a person who connects different perspectives, and help others see the strategic potential in creative thinking. Their role is to cultivate the conditions where creativity can influence decisions, shape strategy, and ultimately contribute to commercial growth.

Understanding who these people are, what personality traits to look for and paying attention to their advice will pay dividends for your brand and commercial growth over time.

We asked Jesper a couple of questions on how he personally relates to creativity, here’s what he had to say…

TBOC: What is your Creative Philosophy?

JA: I have reduced it to provide the framework, encourage magic. It stems from when I was studying and had a teacher that said, ”our job is to form a glass jar that has a wide base and high enough walls so that the creatives can jump to extreme heights without falling over the edge.”

TBOC: What has inspired you lately?

JA: I recently finished The Falcon of Sparta, by Conn Iggulden. The novel builds a vivid story around Xenophon’s travelogue, Anabasis. It is a great tale of divergent thinking, determination, strategy, vulnerability and self-doubt.

”Our job is to form a glass jar that has a wide base and high enough walls so that the creatives can jump to extreme heights without falling over the edge.”

Jesper Albansson is Chief Marketing Officer at Ocean Outdoor Nordics, where he champions emotionally engaging, well-crafted creativity to deliver impactful advertising that supports long-term commercial growth.