By: Marina Čulić Fischer
I have been in communication management for over 20 years and I always feel embarrassed when our colleagues in advertising talk about their creativity, proudly showing humorous TV spots, fabulous print ads and brilliant websites. While we, at the same time, deal with stories, connect people and institutions, build reputations – all without vibrant colors and moving frames.
Denise Kaufmann, CEO of our London office, on the occasion of the recent move from Shoreditch to Bankside, wrote: “It’s too easy to give in to old habits and find reasons to disappear in the crowd. We must embrace change, provide a fresh perspective and a new environment in order to inspire brave ideas. We need to change perspective. The core of our business is creativity and innovation.”
And then, for the first time in 23 years, I was absolutely sure I had nothing to be ashamed of. I realized that every job can be creative and innovative if the people who create it are like that. I realized that the prerequisites of survival for everyone in the communications industry are creativity and innovation. I realized that creativity and innovation can be a great new spot or a viral video, but also an inventively written press release, a new perspective on a client’s communications or a new PR tool. I realized it can also be the manner in which you deliver your story, how you combine online and offline channels, how you shape the key messages, what you do to motivate your employees. I realized that the startups, Facebooks and Apples of this world are not the only ones who are innovative and creative.
Think about it every time you present a new campaign to a client. Step away from the established rules and don’t be afraid of change, because change is the only constant.
(Marina Čulić Fischer is the executive partner of DIALOG communications)
