Cuttsy+Cuttsy

Maximising the value of creativity

Cuttsy+Cuttsy | 29 January 2016

The value of creativity is not as hard to measure or as intangible as some believe. An exclusive event, run by the IPA Healthcare group and Cannes Lions, on December 18th, started by looking at just how valuable creativity can be to business in general and how this value can be measured.

The event heard presentations from Philip Thomas, CEO of Lions Festivals, Dan Bennett from Ogilvy Change and the IPA healthcare group (including our very own Mathew). Their presentations looked at the value of and opportunities for creativity within the healthcare industry.

The IPA healthcare group ended the presentations with their five golden rules, designed to help clients get the best commercially creative work out of their agencies.

A shortened version of the rules are below:

1. Make it a business challenge

Set us the task of solving problems not just the marcomms need. Get us in early to help define the challenge you are facing – allow us the context and freedom to think.

2. Focus on changing behaviour

What change and by whom, is needed to get a tangible result? Set clear goals on what attitudes or habits we need to change.

3. Ensure you ask the right questions

Ask the right kind of questions and use the right kind of research to get real-world insights. We need to understand why a person behaves in a certain way (not just additional info).

4. Be brave in your decisions

Trust your instincts and don’t be afraid to have a point of view. Playing safe will not yield any creative or industry-disrupting results.

5. Make sure tactics come last

Because they’re just the vehicle for the idea; not the idea itself. What the vehicle is and how it is executed is extremely important but just not at this stage.

The IPA Healthcare group is made up of the MD’s and owners of the UK’s main Healthcare agencies. The IPA Healthcare Group was established to identify, develop and promote best practice in healthcare advertising

If you would like to find out more or be invited to similar IPA events in the future please get in touch with us or anyone of the IPA Healthcare group members.