“We are truly delighted to be unveiling the very first Independent Impact 50. The event in London and the scheme more broadly represent a long-overdue celebration of a community whose influence, impact, commitment and contribution has been ignored for too long.

A panel of 17 judges including agency and in-house leaders chose the winners. Analysis of the winner demographics are interesting and shows they are:

– 70% women and 90% white
– With an average age of 48
– Working in the PR industry for an average of 24 years
– With an average 9.5 years as independent practitioners

As PRovoke Media Maja Pawinska Sims said: “So this is where all the senior women have gone…” The full write up from Maja is on the Provoke website.

The award cements Now Go Create’s reputation as one of the leading authorities on creativity and innovation working in the UK, and Claire’s commitment to providing training and consultancy services at the highest level.

Claire said: “It’s incredibly gratifying to be part of these important inaugural awards. Micro businesses contribute massively to the overall economy and it’s with pride, grit and determination that we strive for brilliant client service and in my case building creative capability and training that really cuts though and sticks with individuals and teams. It’s wonderful to be recognised and in such amazing company. There are no other trainers on the list this year and I am incredibly proud that the work we do behind the scenes is being recognised.”

On this episode of the Now Go Create podcast, host Claire Bridges dives into these mysteries with Carolyn Gregoire, co-author of the bestselling book Wired to Create and the mastermind behind the Adobe Creative Types personality assessment.

Carolyn’s Creative Types test has been taken more than 15 million times and has become a go-to tool for teams and individuals exploring how they work creatively. As Claire shares in the episode, she uses the test regularly in her creative training practice to help people better understand their preferences, strengths, and potential blind spots when it comes to collaboration and ideation.

Carolyn takes us on a journey from her background in philosophy and psychology journalism to her work helping people birth their creative ideas as a “book doula.” Her passion for the creative mind is clear: she’s fascinated by what makes creative people tick and how they can thrive.

Inside the creative types

The original Adobe Creative Types test launched in 2019 as a playful, 15-question self-assessment. It draws from personality psychology, including Myers-Briggs theory and research into highly creative individuals. The result? Eight creative archetypes like the Dreamer, the Innovator, the Maker, the Adventurer, and more. Each offers insight into your central creative tendencies, helping you and your team understand how best to work together.

Carolyn emphasises that the test is just a starting point. Most people express a blend of traits across multiple archetypes, and the magic happens when we understand how to flex between types and collaborate across our differences.

The update: creative types, shaping the future

In April 2025, Carolyn and the Adobe team released a follow-up to the original test. Where the first version identifies who you are creatively, the new one explores who you’re becoming and how your creative strengths can help shape the world. In an era defined by change, uncertainty, and AI, this new assessment is both hopeful and practical.

The new test introduces types like the Gardener, the Alchemist, the Strategist, and the Guide. Each represents a unique response to today’s creative challenges—whether that’s building new systems, leading change, or helping others find meaning.

Why this matters

Claire and Carolyn discuss how self-awareness is the bedrock of effective collaboration. Understanding your creative type can:

• Improve brainstorming by making space for different thinking styles
• Help team members play to their strengths
• Reveal blind spots in your team’s collective approach
• Foster empathy and psychological safety

If you’re a leader trying to unlock team creativity or a solo professional looking for insight into your process, these tools offer a language and framework to start the conversation.

On introversion, opposites, and the mess of creativity

The episode also dives into one of the most misunderstood dynamics in team creativity: introversion and extroversion. Carolyn explains that introversion isn’t just about being quiet; it’s about how we process information. Introverts go inward, while extroverts process externally. Recognising this can dramatically shift how teams brainstorm and collaborate.

Carolyn also discusses the paradoxes of creativity—how great creatives often contain opposing traits (introverted and extroverted, playful and disciplined). The more we embrace this complexity, the more expansive our creative potential becomes.

Can AI be a creative ally?

No conversation about creativity in 2025 would be complete without touching on AI. Carolyn sees it as a tool: useful when it supports your process, unhelpful when it replaces your voice. As she says, real creativity is often messy and full of friction. AI might help you get unstuck, but it’s the human struggle that brings meaning and originality to the work.

Creative tips to take away

Carolyn’s advice for unlocking more creativity in your work:

• Know yourself. Use assessments like Creative Types to understand your patterns.
• Tend your inner life. Journaling, meditation, and self-reflection are powerful creative fuels.
• Stay curious. Openness to experience is the #1 personality trait linked to creativity.
• Embrace complexity. Creativity thrives in paradox, not perfection.
• Honour your process. Whether you’re fast and action-oriented or slow and contemplative, your way is valid.

Take the test

Ready to explore your creative self? Head to mycreativetype.com to take both the original and updated Creative Types tests.

Whether you’re a Gardener, an Alchemist, or an Adventurer, understanding your creative DNA is one of the most powerful steps you can take in unlocking your potential – and supporting your team.

Catch the full conversation with Carolyn Gregoire on the latest Now Go Create podcast episode. 

Claire has created a worksheet to go alongside with some coaching prompts to help you get the most out of the episode. Download it here.

How can you be more creative in your work?

If you’re looking for fresh ways to harness creativity and navigate career challenges, this episode of the Now Go Createpodcast is for you.

I sat down with Lauren Spearman, a social media consultant and content creator with over 50,000 TikTok followers, to discuss how she turned career setbacks into opportunities. From sales to digital management at Benefit Cosmetics and Made.com, Lauren’s journey is proof that creativity at work isn’t just about design or artistic skills—it’s about problem-solving, resilience, and bold thinking.

Whether you’re an entrepreneur, marketer, or corporate professional, learning how to be more creative can help you think differently, solve problems faster, and open new doors.

🎧 Listen to the full episode here

A Creative Career Built on Resilience

Lauren’s career has been anything but conventional. She’s worked in sales, digital management, and influencer marketing, consistently following her instincts even when the job market was tough.

When she struggled to find work, she took a creative approach—documenting her experience on TikTok. What started as job-hunting frustration turned into a viral content series advocating for fairer hiring practices and salary transparency.

This moment was a turning point. Instead of letting setbacks hold her back, she used creative problem-solving to create new opportunities—growing an engaged audience and building a freelance career in social media consulting.

Her story is a perfect example of how thinking differently and embracing change can unlock career success.

What Fuels Creativity?

During our conversation, I asked Lauren: What does creativity mean to you?

Her answer:

💡 “Creativity is the byproduct of having space to think.”

In a world that constantly demands more, creativity at work often takes a backseat to deadlines and meetings. But Lauren’s insight is a reminder that the best ideas come when we allow ourselves the mental space to explore, experiment, and think differently.

If you’ve ever struggled with how to be more creative, start by giving yourself time to reflect and brainstorm—without the pressure to immediately produce results.

Breaking Down Creative Gatekeeping

A common myth? Creativity is only for “creative” job titles.

Lauren and I talked about how this mindset limits innovation. At Benefit Cosmetics, she experienced firsthand how

collaboration fuels creativity. The digital team hosted monthly “content days,” where ideas flowed freely from employees across all departments.

The result? More diverse, innovative campaigns that connected with their audience on a deeper level.

The key takeaway? Creativity thrives in inclusive environments. If you want to harness creativity at work, create a culture where ideas are welcome from every team member—not just those in traditionally creative roles.

How to Stay Creative Under Pressure

We all know that pressure can kill creativity. But what if you could train yourself to generate great ideas quickly—without burnout?

Lauren’s advice: Know your brand inside out.

When you deeply understand your brand’s voice, values, and audience, it’s easier to create content, pitch ideas, and solve problems—even in high-pressure situations.

We discussed a brilliant framework for creative teams:
🎯 Pitchers vs. Catchers

• Pitchers generate a high volume of ideas—brainstorming freely without judgment.
• Catchers refine and shape those ideas into executable plans.

This approach encourages fast, effective creative thinking, making it easier to innovate in fast-paced industries.

Lauren’s journey is a powerful reminder that creativity isn’t just about art—it’s about how we think, solve problems, and embrace change.

If you’re looking to harness creativity at work, stay resilient through setbacks, and explore new ways to think creatively under pressure, don’t miss this episode.

🎧 Listen to the full Now Go Create podcast Now Go Create Podcast episode now

And I’d love to hear from you! What’s your biggest takeaway from this conversation?

Email me claire@nowgocreate.co.uk

Democratization is a value that sits at the core of the business and that means that all the employees – the elvz – have some form of equity. Those values are espoused and supported outside of the business as well as within. So what that means for E.l.f is that the strong point of view means taking a stand against the lack of diversity in corporate leadership with its audacious new campaign, “So Many Dicks.”

This campaign serves as a wake-up call to the wider business world, highlighting the disproportionate representation of men named “Dick” on boards of directors compared to marginalized groups.

The campaign’s foundation lies in E.l.f.’s extensive research on the demographics of over 35,000 board members of U.S. companies listed on major stock exchanges. The findings are startling: there are twice as many men named “Dick” serving on these boards than Hispanic women. This statistic, while humorous on the surface, underscores a serious issue – the persistent underrepresentation of women and minority groups in positions of power.

The campaign doesn’t stop at highlighting the problem; it actively encourages change. E.l.f. launched an out-of-home advertising campaign in New York City’s financial district, featuring eye-catching visuals that prompt viewers to visit the campaign’s website. The website offers a searchable database of board members and company performance data, empowering individuals to hold companies accountable for their lack of diversity.

E.l.f. is also collaborating with universities and media partners to delve deeper into the data and analyze the positive impact of diversity, equity, and inclusion on corporate boards. This research-driven approach aims to provide concrete evidence to support the business case for diversity, encouraging companies to take meaningful action.

The “So Many Dicks” campaign is not E.l.f.’s first foray into advocating for boardroom diversity. It builds on previous initiatives like “Change the Board Game” and “Serving Facts,” which similarly aimed to spotlight the issue and promote change. This consistent commitment to social responsibility sets E.l.f. apart as a brand that not only sells products but also strives to make a positive impact on the world.

In a world where diversity is increasingly recognized as a key driver of innovation and success, the “So Many Dicks” campaign serves as a timely reminder that there’s still a long way to go. It’s a bold, creative, and impactful initiative that challenges the status quo and calls for a more inclusive and equitable corporate landscape.

It’s a brilliant example of bold creative leadership from the E.l.f. board – taking a stand on an issue and highlighting it in line with your own values and policies. When you have such a clear North Star I imagine that the creative briefs and the ensuing ideas are so much ‘easier’ to develop (as far as that’s possible). Beautiful.

Here are some the well-researched benefits of coaching for creative leaders:

• Tailored Development: Coaching provides personalized guidance based on your specific needs and goals, ensuring maximum effectiveness.
• Increased Self-Awareness: Through reflective exercises and feedback, you’ll gain a deeper understanding of your strengths, weaknesses, and creative process. For more, see the Journal of Creative Behavior, “The Impact of Creative Coaching on Self-Efficacy and Creativity
• Enhanced Leadership Skills: Coaching can help you develop essential leadership qualities such as communication, delegation, and team-building. This is a great article from the Harvard Business Review on “The Power of Coaching”
• Improved Decision-Making: By exploring different perspectives and problem-solving strategies, you’ll make more informed and creative decisions.
• Boost your confidence: As you progress and achieve your goals, your confidence and self-belief will grow. [
• Greater innovation: Coaching can foster a more innovative mindset by encouraging you to think outside the box and take calculated risks.

If you’re interested in developing your self-awareness, creative leadership skills and building creative teams, give me a shout. I’m offering the VIEW assessment, a report debrief and 2 further one-to-ones (remote) with me for 5 people between now and the end of the year. If you have a creative team that you want to strengthen and power up then this works for that too. Email me, claire@nowgocreate.co.uk to find out more.

What would you ask them? How would you try to extract all their creative genius, wisdom and insights in the call?

I had the privilege of figuring that out as the course leader of the first LIONS cMBA cohort. Always happy to be the nosiest person in the room, I was lucky enough to host these weekly conversations over 10 weeks and speak to creative folk I have admired for many years. In a strangely intimate setting for an online call, we heard refreshingly honest, heartfelt insights and learnings from their incredible creative careers, which at times felt like confessions rather than a Q&A with industry legends. 

Based on what they’d been exploring in the course content that week, our learners of creatives and marketers from across the world could ask our creative star power how they’d managed some of those issues in their careers. 

The course content covered everything from how to have a Lion-winning creative idea, make it category disrupting, evaluate it, develop it, have the right culture to help it grow and then pitch it. Phew.

Over the weeks, the Lions cMBA cohort also had an opportunity to imagine themselves in the shoes of an official Cannes Lions Jury, and judge the work across several Lions, before hearing from the Jury Presidents who presided.

Know thyself

There’s a school of thought that getting into the habit of reflective practice – that is reviewing and questioning your actions and experiences to develop – is key to becoming a better problem-solver. Research suggests that it’s even what separates extraordinary professionals from the average. Since we encouraged our learners to reflect weekly on what they were studying and experiencing it seems only right as the course leader I do the same.

So, I’ve been reflecting on these 60-minute sessions over the past few weeks and revisiting the live calls. In doing so I’m stunned to discover that the transcripts run to over 200,000 words. Having written a book (80,000 words that took me the best part of a year) and with the average novel running at around 90,000 words, it dawned on me that this first cohort and our speakers have effectively contributed to two novels and probably a cheeky novella. 

That’s a LOT of conversation about all things creative. And doesn’t even begin to include the on-demand elements of the course, which includes reviewing 500 pieces of Lion-winning work and hundreds of hand-picked excerpts from Cannes Lions stage talks. It’s been intense!

I absolutely loved curating the learners’ questions, drawing out themes and facilitating the sessions, although at times the speakers seemed to be having so much fun that I felt like I was eavesdropping on a lively private chat (I’m looking at you Vicki Maguire and Susan Hoffman).

We covered so much ground – each week was different depending on the direction of the learners’ questions, the chemistry between the speakers and their diverse range of insights, experiences, geographies and points of view. An hour never went so fast.

Each part of the curriculum is backed up by someone who has stood on a Cannes Lions stage and shared their view on a key topic (from managing a relationship between a marketer and an agency to learning from failure and creating the ultimate – Titanium Lion-winning work).

So, what are some of the recurring themes from our incredible speakers? That being actively curious, raising your creative antennae, and being open to the world around you are some of the most important things creatives can do to get better at their craft. One of the other big themes was about talking less and listening more.

This quote from Trainingindustry.com seems particularly relevant: 

“Hearing happens in our ears, but listening happens in our brains. When you truly listen, what you hear can change you.”  

Hone your creative antennae 

Listening, I learned so much every single week about persistence, being yourself, finding your people, learning from every experience (the good the bad and the ugly) amongst so much more shared wisdom that our speakers revealed in their quest for creative greatness. 

They spoke of listening to your own innate wisdom and voice, to others, to sometimes hard truths. 

As part of a conversation we had about asking for, and giving, support, Hoffman said sometimes we have to be able to be open to hear the hard things:

“Have the courage to go ask for support, and have the courage to really handle the truth, and when you can, and it’s hard, believe me, but when you can, you learn so much.”  

If you want to hear more from Susan, check out her insights on empathy and support, by way of a decades-old letter from her then boss Dan Wieden in this short YouTube film.

On listening to culture, the inimitable Josy Paul, Chairman and Chief Creative Officer at BBDO India, had this to say in response to a question about how he identifies the ‘little and big cultural cues that grow into amazing ideas’ and he talked about the physical spaces in BBDO that facilitate that kind of approach: “I like to keep listening, because I find by listening, I get beautiful things fed to me. 

The white room: where confessions are encouraged

“Everything is white. You sit on the floor, there’s a red candle. People come and sit in that room 20-30 people, anybody. Everyone’s invited. And we talk about a subject, not about a brand or about a category, a subject. People start sharing stories. And through those stories, those confessions, they result in a very deep sort of a truth, and I find that that confessions go deeper than insights. From that personal comes the universal, and that’s what I do when I’m seeking insights. 

You’re always at play. You’re always listening. You’re always processing. You’re always cross-synthesising. You’re feeding off each other.

I am not an influencer. I don’t want to be an influencer. I’m an influencee. I’m an antenna. It’s like, just throw things at me. I try to receive all the time so that I can be influenced.”

Inspiration is everywhere

Our guests for week nine were Havas’s CCO Vicki Maguire in conversation with Wieden + Kennedy’s Executive Chief Creative Officer Susan Hoffman.  Frankly that call left me feeling like I’d stumbled into a fabulous, sweary, private conversation between great friends. No facilitation needed (in the best way possible). Vicki echoed Josy’s idea that creatives must have an antenna and be open to everything. 

She shared with us: 

“You can find inspiration anywhere, and if you can’t, you’re not looking hard enough. So, I just go on walks. I go and sit on a bus and listen to people, and sometimes I dive into other people’s imaginations by reading a book I would have never chosen, or a film that didn’t appeal to me.”

2023 Design Lions Jury President Quinnton Harris, the Co-Founder and CEO at Retrospect, emphasised the importance of listening to your inner voice when asked what advice he’d offer his younger self:

“I’d say, keep listening to your heart and take care of yourself. Prioritise your wellness and creative expression over everything else. As you build things that matter, your hands will get a little dirty. So, what I mean by that is you know, you’re not going to be perfect. Everybody’s not going to be happy with that and you may unintentionally hurt people as you shine brightly. But don’t be afraid, because you’ll just be fine.”

If you want to find out more about the LIONS cMBA and join the next cohort https://learning.lions.co/bundles/lions-creative-mba 

Get a fresh perspective

1. What if the opposite were true? 

• This question flips the script, forcing you to consider alternative perspectives and expose hidden assumptions. Source: “Thinkertoys” by Michael Michalko)

2. What is the simplest thing that could possibly work? 

• This question cuts through complexity and focuses on the core essence of the problem (Source: “Simplify” by Joshua Cooper Ramo)

3. What would happen if there were no rules? 

• By removing constraints, this question encourages radical thinking and leads to innovative solutions. List the rules you ‘think’ are in place – what are they and how could you break them , change them or workaround them? (Source: “Thinkertoys” by Michael Michalko)

4. What would a [role model/expert/unexpected source] do in this situation?

• This question leverages the wisdom of others and opens up new possibilities. You’re struggling to manage your time effectively? Asking “What productivity hacks does [your favourite CEO] use?” might inspire new strategies for your own workflow. Or go further an step into the shoes of a historical figure, celebrity, politician, activist and so on. You can read more about this process here.

Personal inquiry questions

5. What haven’t I considered yet? 

• This introspective question prompts you to revisit your assumptions and explore uncharted territory. You’re trying to improve your public speaking skills? Asking “What hidden factors might be affecting my audience’s engagement?” might lead to unexpected adjustments in your delivery.

6. How can I make this a win-win situation for everyone involved? 

• This question shifts the focus from individual gain to mutual benefit, fostering collaboration and building trust. You’re facing a disagreement with a colleague? Asking “How can we find a solution that works for both of us?” might lead to a more sustainable and satisfying outcome. (Source: “The 7 Habits of Highly Effective People” by Stephen R. Covey)

7. The Dr Pepper question. What’s the worst that could happen if I try this? 

• This question confronts fear and encourages calculated risk-taking. You’re hesitant to launch your new product? Asking “What is the potential downside of trying this, and how can I mitigate it?” might help you overcome your hesitation. A pre-mortem can be a great way to do this in more depth (Source: Dr Pepper ads, lol)

8. What is the most important thing I can learn from this situation? 

• No-one likes to fall short but if you lose, don’t lose the lesson as someone wise once said. When you’ve got over the initial shock/pain/impact of what has happened this question can help to reframe ‘failure’ as a learning opportunity, fostering resilience and growth. (Source: “Mindset” by Carol Dweck, one of my favourite authors on this topic).

9. Can I break this problem down into smaller, more manageable pieces? 

• The classic ‘you can’t eat an elephant but you can eat a lot of elephant burgers’ approach. This question tackles overwhelming challenges by dividing them into bite-sized steps. You’re feeling overwhelmed by a large project? Asking “What are the 3 key tasks I can complete today to make progress?” might reduce anxiety and increase momentum. I also like the tip to do the thing you’re most dreading as your first task of the day so you don’t procrastinate and feel better about yourself!

10. What am I grateful for in this situation? 

• Another questions that might need a bit of distance from the initial event. This question shifts focus from the problem to the positive aspects, fostering optimism and resilience. You’re facing a personal setback? Asking “What am I learning about myself through this experience?” might help you maintain a positive outlook and find strength to move forward. Resilience is not something you have, it’s something you do too.

11. What is the conversation you’re NOT having?

• My personal new favourite coaching question. Susan Scott is author of a book called Fierce Conversations who says: “Never be afraid of the conversations you are having. Be afraid of the conversations you are not having.” That sounds like a great prompt to help you get unblocked and tackle deeper challenges. (Source: “Fierce Conversations” by Susan Scott.)

The best questions are those that spark curiosity, challenge assumptions, and open doors to new possibilities. So, experiment, ask boldly, and watch your problems transform into opportunities for growth and innovation. My own book In Your Creative Element also features over 100 creative coaching questions to help you move forward.

Osborne has also said that the phenomenon known as ‘groupthink’ is one of the reasons that the thefts went undetected for so long. He is suggesting that the whole group could not fathom or believe that the objects were vulnerable to theft, nor that anyone working at the museum would decide to steal them.

Whilst this is an extreme and shocking example of possible groupthink, it’s something that as a brainstorm facilitator I see often. People will defer to hierarchy or the so-called HIPPO in the room (highest paid person’s opinion).

“HiPPOs are leaders who are so self-assured that they need neither other’s ideas nor data to affirm the correctness of their instinctual beliefs. Relying on their experience and smarts, they are quick to shoot down contradictory positions and dismissive of underling’s input.”

Forbes Magazine

What is Groupthink?

It’s a phenomenon that occurs when a group of people make irrational or poor decisions because they are reluctant to challenge each other’s opinions or ideas. It is often caused by a strong desire for conformity and harmony within the group.

“Groupthink” was first introduced in Psychology Today by the psychologist Irving Janis. It can have a devastating impact on innovation. When people are afraid to speak up or disagree with others, they are less likely to share their most creative and innovative ideas. This can lead to a less diverse and less effective brainstorming session, and ultimately to poorer decision-making.

Here are some tips for avoiding groupthink:

• Create a safe and supportive environment: Encourage everyone to feel comfortable sharing their ideas, no matter how crazy they may seem.
• Set ground rules: Establish some ground rules for the brainstorming session, such as no criticism or judgment, and everyone gets a chance to speak. We like IDEO’s 7 rules for divergent thinking:
  • Defer judgement
  • Encourage wild ideas
  • Build on others’ ideas
  • Stay on topic
  • One conversation at a time
  • Be visual
  • Go for quantity.
• Use anonymous idea submission: If people are still hesitant to share their ideas, consider using an anonymous idea submission process. This can help to reduce the pressure of conformity and encourage people to share their most creative ideas.
• Have a facilitator: A facilitator can help to keep the brainstorming session on track and ensure that everyone has a chance to participate.
• Take breaks: Take short breaks throughout the brainstorming session to give people a chance to recharge and come up with new ideas.
• Break the group up: We like the process 1,2,4 all – work alone, in pairs, pair up with another pair then share back to the group.
• Use asynchronous tools: We love using MIRO and MURAL whiteboarding tools to allow people to share their ideas, anonymously or otherwise, in their own time without being unduly influenced by others.
• Share the criteria for decision-making: Make it clear that this is an objective process.
• Try a pre-mortem: When you’ve chosen a route, think about all the possible things that could go wrong using the pre-mortem technique (before the patient/idea dies a death, not after). See our blog on the pre-mortem here.

By following these tips, you can help to create a brainstorming environment that is more conducive to creativity and innovative thinking. When people are afraid to speak up or disagree with others, they are less likely to share their most creative ideas. This can lead to a less diverse and less effective brainstorming session, and ultimately to poorer decision-making.

The Creative Business Transformation is a relatively new Lion – the organisers say: “the techniques and working practices for business transformation are as creative as the work they foster – changing business models, re-thinking measurement, and sourcing creative ideas from unlikely places.”

27 campaigns were shortlisted this year, with just 10 being awarded gongs. The Renault Plug-Inn idea that we wrote about last time in our Creative Strategy write up, also won a gold gong here.

Creative Business Transformation Lions

Adlam – An Alphabet to Preserve a Culture, from Microsoft (McCann)

The Fulani people of West Africa are the world’s largest nomadic group, but their language has always been a spoken one. When writing, they have to borrow from other alphabets, and the meaning of their words is becoming lost.

Two young Fulani brothers decided they’d create their own alphabet for the language they spoke, but they were hampered by the fact that, until now, it was completely handwritten. 

The idea: Microsoft, building on a campaign spearheaded by the world-famous McCann agency, set about developing a new digital keyboard so that the language could enter the 21st century. The alphabet was sharpened for ease of use, too, with typeface experts brought in to help refine it.

The delivery: The alphabet – named Adlam – was made available on Microsoft 365 and now underpins the daily machinations of countless Fulani businesses and educational establishments.

The result: A dying language and culture has been saved. Hard to put a price (or social media score) on that. As Shayne Millington, co-chief creative officer, McCann Worldgroup, said:

“We solve problems using creativity all the time, but creating real impact that will last far beyond our years is the true goal.”

Glass: The Lion for Change celebrates culture-shifting creativity

The Glass Lion is relatively new at Cannes – introduced in 2015 – this award recognises work that addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.

Cannes say: “Entries will need to demonstrate ideas intended to change the world; work which sets out to positively impact ingrained gender inequality, imbalance or injustice, and should illustrate how the work tackles, highlights or redresses issues of gender representation.”

Arguably one of the most important awards celebrating creativity for good, and problem-solving really chewy and important societal issues. This year’s Grand Prix Winner represents the top prize in a category with 184 entries and just 7 Lions awarded.

Knock Knock – Silent help for domestic abuse victims won the Glass Lions Grand Prix

The Korean National Police Agency’s (KNPA) campaign introduced an inclusive police emergency call solution for people in a situation where they cannot speak. The campaign, aims to reach out to concealed victims of domestic violence, as numerous cases have gone unreported to law enforcement since the onset of the COVID-19 pandemic. The “White Paper on Public Safety to Protect the Socially Underprivileged,” released by the KNPA revealed a significant 9% decline in reported domestic violence cases in South Korea last year compared to 2019.

The idea: Working with advertising agency Cheil Worldwide, they developed a groundbreaking solution, called Knock Knock, drawing inspiration from Morse code, to assist individuals in dangerous situations in contacting the police without uttering a word.

The delivery: Individuals who are unable to speak but require police assistance can dial 112. Once connected to the police, they can tap any number twice, mimicking the rhythm of Morse code. Subsequently, the police call handler will send the caller a link to click, enabling immediate tracking of their location and providing real-time visuals of the scene through the caller’s phone camera. The solution also facilitates a discreet chat mode, featuring a user interface. The initiative was promoted via digital, social, radio, and out-of-home channels as well as ‘secret’ channels to speak to women in particular who may be subject to domestic violence – in nail bars, beauty apps and other targeted routes.

The results: Coverage on every major news channel, and 5,749 links were sent to the emergency services using the service following the launch to people in emergency situations.

Here at Now Go Create we’re obsessive about creative ideas, and unpicking creative strategy, insights and effectiveness. Contact claire@nowgocreate.co.uk if you want a chat about how we can help you and your team develop their creative capabilities.

As I write, I’m reflecting that I’ve been working in and around the PR industry for almost three decades! I turn 50 this year and a lot has changed since I started my PR career doing work experience in-house for Whitbread’s corporate comms team.

In the nineties, I earned my PR stripes in agencies including Ketchum, H+K and JCPR. These were the ‘good old, bad old days’ of PR when the boss told you to buy a suit for a pitch on expenses, lunches really were long and media relations was at the heart of our jobs.

Q: What’s been your creative career highlight?

The early noughties were spent in the creative Wild West that was Cake; working backstage at V Festival, lanyarded up in the photographers ‘pit’, running the Rizla-café at Glastonbury and brokering a deal with Kylie for Evian which saw bottles of water selling for £100’s. This was renegade, full-force creativity way before we really knew how to measure it or take it as seriously as we do now.

The rest of the decade saw me become Consumer MD at Cohn & Wolfe, then one of the first (female) Creative Directors in the industry. Whilst confident in my own abilities, I struggled with ‘imposter syndrome’ with the new title.

Q: …and lowlight? (ie: a campaign idea that never materialised or took off as planned)

Whilst it was an exciting new challenge and sideways step, this time in my career would also definitely include some lowlights. Working in a big agency can be relentless, and the constant pitching cycle and client demands took their toll on my wellbeing. Things were very different then – presenteeism was rife, subsidised yoga was not yet a thing and pitch all-nighters were real.

After 18 months as CD (and a messy divorce), I upended my big agency career, started training others in creative thinking and haven’t looked back.

Q: What’s your favourite campaign of the past three months (not one that you or your organisation were involved in) and why?

I’ve chosen something yet to happen – I love a cheeky, rule-bending, sock-it-to-the big-boys workaround idea and this one brings in the shiny-new Metaverse! Miller Lite is hosting a virtual bar in the Metaverse for the Superbowl 2022, thus creatively circumventing arch-rival Anheuser-Busch InBev’s exclusive rights as national beer advertiser on this key date.

Q: How do you solve creative writer’s block?

I stick my hands in the dirt. My home office is filled with seedlings, bulbs and things I’m trying to revive. Give me a pair of secateurs and I’m happy! Manicures don’t last long.

Q: How should PR grow its creative prowess?

We need to upskill PRs with better planning and strategy know-how or hire for it. I think that these roles will become the norm over the next few years for agencies.

In my experience people attracted to a career in PR love ideas, problem-solving, thinking on their feet and the alchemy of creating something from (almost) nothing. Developing strategic and critical thinking provides the evidence and robust foundation for ideas that clients need.

“Think of it as ‘imagination + maths’”

This article first appeared in PR Week.