Creativity is everyone’s responsibility

Coca-Cola’s Jonathan Mildenhall, responsible for global advertising strategy & content excellence, has his part in making sure Coca-Cola became the Cannes Advertiser of the year in 2013. His Content 2020 manifest (part 1 | part 2) which was shared at the Cannes Lions a few years ago inspired more than just the marketers at the Coca-Cola company. He has proven that creativity and commercial success go hand in hand, but also states that creativity belongs to all of us as you can read in this interesting interview:

The key to Coca-Cola’s change, says Mildenhall, was understanding that creativity is everyone’s responsibility and remit, individually and inside the organisation. “To change, Coke had to take creativity in the widest sense back from the agencies. It couldn’t belong only to the hairy elites of agency creative departments.”

In the same interview Mildenhall defines how he thinks of creative leadership, sharing his 9 principles on the topic:

  1. Creative directors are the soul of the company or brand they lead
  2. They amplify the creativity in everyone they work with
  3. They distort reality and make the impossible seem possible
  4. They are relentlessly optimistic, exuding positive, infectious energy
  5. They create a culture of curiosity, never stop asking or learning, and have the best questions
  6. They establish trust, honesty and belief by giving away credit
  7. They make unpopular calls to do the right thing by the work
  8. They inspire risk
  9. They celebrate success and failure.

Read the whole interview on marketingmagazine.co.uk or follow him on Twitter on @mildenhall.

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