You can’t ‘do’ creativity in isolation, it should be embedded as a priority across every part of your business. But to build a truly creative culture, marketers need to show that creativity drives commercial performance.
I’m not going to pretend that we’re not going through tough times. The world is changing, and we’re all feeling the pressure to deliver. Attention has become fragmented, putting media strategies under strain and generative AI has been revolutionary, but it has also eroded trust in businesses, according to the 2025 Edelman Trust Barometer. In fact, 66% of people are uncomfortable with how companies use GenAI. If you’re struggling to convince your C-suite that now is the time to double down on creativity, not pull back, you’re not alone.
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