Create a culture of Creative Effectiveness for Business success
Nicolas BEHBAHANI
Global People Analytics & HR Data Leader - People & Culture | Strategical People Analytics Design
??"Creative effectiveness" matters rather than simply "effectiveness". To maximize effectiveness, organizations need to reunite variables such as mental and physical availability, budget,... with creativity. Leadership and learning are the foundations to create a culture of creative effectiveness.
A good creative leaders has the power to connect with the team on an emotional level and motivate them to do their best work, according to a new interesting research published by WARC in association with LIONS and the Association of National Advertisers (ANA) - using data from over 2,400 creative marketers across the globe.
?? Every creative journey requires commitment to a creative structure and process. Having a clear vision is vital, and it must be articulated and lived by the creative leader. But don't underestimate the impact of informality and the impact of good leader can have in demonstrating how to act, how to practice using their creative muscles and how to reflect on wins and learn from failures.
Researchers identified 3 main levels and 6 different priorities at which brand organization needs to develop, in order to deliver a culture of creative effectiveness:
?? Align: ?Getting stakeholder management aligned across the C-suite, particularly the CEO and CFO.
?? Build: Setting up leadership and central frameworks within the marketing team
?? Embed: ?The sharing of systems and beliefs between marketers and their partners across planning, execution and measurement of marketing communications.
?Different paths to creative effectiveness
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Researchers identified significant differences accross organizations, in terms of cultural belief in creative effectiveness. Some brands had CEOs and/or culture with a deeply embedded belief in creativity as a business driver.
?The key element is Culture
Organization culture is a key driver of success in marketing communications. Researchers believed that companies need to start approaching culture effectiveness as a system that starts with culture - what you believe in and how you structure around it- then extends through what you do - in term of investments and output - and what your measure - both metrics and timeframe of payback.
?? Building a culture of creative effectiveness includes best practices, guidelines, expert commentary and examples of brand organizations that are successfully building a culture of creative effectiveness. HR leaders need to help and focus on proving the effectiveness of creativity within their organizations.
Thank you ??? WARC LIONS and the Association of National Advertisers (ANA)?researchers team for these insightful findings: Jenni Middleton David Tiltman Bob Liodice Aditya Kishore
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Lead consultant in HR Strategy & Value Management. Enhancing Value through Human Performance. Delivery of Equality, Diversity & Inclusion Training. Lecturer and International Speaker on HRM and Value Management.
1 年A timely and interesting post Nicolas. I totally agree that there needs to be a culture that provides the environment needed to create effectiveness. Unfortunately, people tend to overlook the learning culture (not entirely - but certainly in ensuring that it creates the full anticipated value). I will leave you with this comment: Staff Development (through communication and collaboration) = Organisational Development (through innovation and creativity) = Growth (for employee and the organisation) = Value (to all stakeholders) = Brand. Peter Drucker stated that ‘Knowledge Management would have a Major Impact on the Structure of an Organisation’.?This is something of an understatement.?In fact, the Structure of an Organisation needs to support the Strategy, Capability and Culture (inclusive of the Learning Culture) needed to encourage collaboration, communication, innovation and creativity. Remote working turns this on its' head as it creates a structure of individual silos whereby the delivery of development requires a different thought process from both the employee and employer (especially with regard to implicit learning). I have written many articles on this subject in the past.?Great post, thank you for sharing.