The Creativity Paradox explores how communicators can capitalise on new understanding of how the brain works, thinks and produces creativity, combined with new opportunities in research and planning. Andy will explore how, by realising the creative potential of your information and insight to create or add to your brand stories, you can gain a disproportionate share of your culture.
Success, however, will only come if communicators both fully understand how the creative dimension operates, coupled with harnessing the revolution in new forms of data to create what he calls 'new school PR'. He will examine the growing importance of creative thinking at a strategic level and the explosion of activity at a micro-tactical level, with a move away from what he labels 'middle-weight creativity'.
