Creativity is probably the most important asset to any ad agency. So it would be stupid of one to not dig deeper into an agency's creative processes and try to improve these. There are of course many aspects of creativity and ways of improving things. One way of looking at creativity is from a behavioural perspective. That is, looking at things that are not in the human mind, but rather at things can be observable. This perspective is interesting from two respects. First, cognitive psychology has a strong scientific foundation. Second, its tools are well-suited for real-life application.
Here are some slides (in Swedish) from a seminar that my psychologist friend Samuel Hugosson held a couple of weeks ago. The brief was simple: How can we improve the conditions under which creative work takes place?
The slideshow does of course not tell the whole story, but there are some interesting bits in there. If you're interested in hearing more about creativity at the workplace, let me know!
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