Goafest 2023: 'Collaboration is the oxygen of creativity'

Day one of Goafest 2023 kicked off with a panel comprising, Anusha Shetty, chairperson and group CEO, Grey Group India; Josy Paul, chairman and group chief creative officer, BBDO India; T Gangadhar, co-founder and group CEO, Quotient Ventures; Dheeraj Sinha, CEO and chairman, Leo Burnett and BBH, discuss the future of creativity. 

The session was moderated by Rohit Ohri, chairman and CEO, FCB Ulka. 

Kicking off the session the panel discussed how one can marry creativity with business.

T Gangadhar, remarked, "Collaboration is the oxygen of creativity. It is not limited to a specific department or function. It should be ingrained in the culture of the organisation." 

Sinha added, "We need to create an environment where people feel safe to take risks and think outside the box."

Shetty stated that creativity is not just about ideas, it's about execution as well. "We need to focus on delivering creative solutions that drive business results," she expressed. 

Paul voiced that creativity has the power to cut through the clutter and capture the attention of consumers in a crowded digital space. "Even with the development of technology, it's about creating memorable experiences that resonate with the audience," he remarked. 

Sharing tips on how to tackle creativity blocks for businesses, Gangadhar said, "Creativity can help businesses stand out from the competition and create a unique brand identity. It's about finding innovative ways to engage with consumers and build meaningful relationships."

Sinha stated that creativity can also drive innovation within the business itself. He explained, "It's about thinking differently and finding new solutions to problems. This can lead to process improvements, cost savings, and increased efficiency." 

Shetty pegged creativity as a powerful tool for problem-solving. "Within businesses, creativity allows us to approach challenges from different angles and come up with creative solutions that drive business growth," she said. 

Essential skills required in today's fast-paced and evolving industry?

Paul suggested that adaptability is crucial. "Creative professionals need to be open to change and constantly learn and evolve. They should also have strong communication and collaboration skills to work effectively in teams," expressed Paul. 

Gangadhar's opinion is that curiosity is a key quality. He shared, "Creative professionals need to be curious about the world around them and constantly seek inspiration. They should also be willing to experiment and take risks."

Dheeraj pointed out that resilience is important. He shared, "The creative industry can be challenging, and professionals need to be able to bounce back from failures and setbacks. They should also have a strong passion for their work and a drive to constantly improve."

Fostering a culture of creativity in organisations

With regards to developing a level of innovativeness within an organisation, Paul shared, “Leadership plays a crucial role. Leaders need to encourage and support creativity, and create an environment where ideas are valued and celebrated.”

Gangadhar added that diversity and inclusion are key. “We can foster a culture of creativity and innovation by bringing together people with different backgrounds, perspectives, and experiences," he voiced. 

Dheeraj iterated that creating a safe space for creativity is essential. He remarked, “Organisations should encourage risk-taking and provide resources and support for creative projects.”

Shetty concluded, “Continuous learning and development are important. Organisations should invest in training and development programs that enhance creative skills and foster a culture of learning.”