In this session...
At CP+B we have long admired how true creative thinking delivers talk value and cultural impact for brands. For us, the best ideas start with the PR they will ultimately generate, versus anything else, going on to produce impressive business results for brands. In this session CP+B UK CCO Dave Buonaguidi – who freely admits Red Bull’s space jump is the big idea he most wishes he’d had - will be joined by two people he admires enormously for an uplifting discussion about how Creativity is indeed the Cure brands need.
As an industry there’s a lot more we can do to make the case for genuine business-building creative thinking. Creativity is not the dirty word it has become in some quarters. Far from it: In a world obsessed with data and analytics companies and brands need original thinking more than ever to solve their business problems. Dave co-founded two of the UK’s most remarkable agencies, St Lukes and Karmarama and in between was the creative director of Channel 4. He has stood by his own cash register, and been a client. And now he is charged with realizing the UK potential of the agency brand named Agency of the Decade in the U.S. – CP+B – a firm that has long been famous for preferring to conceptualize its creative ideas as PR announcements. And one that believes passionately that Creativity is the Cure.