The importance of being not too earnest: Creativity in the boardroom

Gordon Euchler and Nils Liedtke
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Gordon Euchler: BBDO Germany, Germany
Nils Liedtke: McKinsey & Company, Belgium

Journal of Brand Strategy, 2020, vol. 9, issue 2, 123-130

Abstract: Strategy has become ever more analytic, digital and data driven. Creativity is often a mere afterthought — only allowed to paint the products or services that were developed analytically. This paper argues that creative masterminds should take their rightful place in the boardroom and inspire companies for more imaginative and successful strategy. With three examples — T-Mobile, Volvo and O2 — we show how creativity can help to set the strategy, define the market and make products better.

Keywords: creativity; strategy; marketing; creative strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:2:p:123-130

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