Why creativity relies on diversity

“Creativity is our ‘special sauce’”. Really, though – is it? 

This is the episode I’ve wanted to record for ages. I finally get to address my bemusement at agency leaders claiming that ‘creativity’ is their agency’s point of difference, and then delivering conference keynotes where they also say it’s the whole industry’s USP. 

Thankfully, here’s Jo Wallace – the always eloquent Global ECD at Jellyfish and founder of Good Girls Eat Dinner. Her experience and wisdom – gleaned from her fascinating career path – helps shed some light on what ‘creativity’ actually does. 

Jo explores how her job is to provide robust solutions for clients, especially when her agency is invited into the right conversations. She also talks about the consistency of client challenges and the opportunities that new tools offer everyone in the creative industry. 

This takes us onto the subject of diversity, in all its forms – particularly diversity of thought. Jo unpack where the best ideas come from and how different lenses make all the difference. 

Finally we explore the importance of taking a position on societal issues – whether that’s creatives, agencies or brands – and how we can all take responsibility for building a better world. 

HIGHLIGHTS:

[03.45] Why agencies are poor at selling themselves 

[07.00] Seeking new tools to address client problems

[11.50] How Jellyfish’s differences land with clients 

[14.50] Defining ‘creativity’ more broadly 

[16.45] The myths and misinformation around equality 

[20.19] How inequality hurts the economy 

[24.20] Why advancement of one group doesn’t mean another is being held back

[26.35] Should agencies be doing more to promote societal change

[29.35] Whether brands are willing to stand on the right side of history