AWAPAC 2023: ‘If Effectiveness Is the Outcome, Then Creativity Is the Strategy’

In many ways, this industry’s greatest strength is often its most profound frustration. Whilst creativity inherently makes advertising a vibrant, interesting, and surprising place to work, it’s also incredibly tricky to put a value on. 

Of course it’s hard to put value on an idea, or a picture, or a few words. But when they transcend their original use and become integral and iconic to a brand, they have to be placed at a higher value, right? 

But if you can never guarantee that something is going to be a success, how do you value it at the beginning of its journey? Particularly when its value will most likely change the moment eyes see it? 

These were the questions that Toby Hemming, LBB’s APAC managing director, posed to Katie Rigg-Smith, chief strategy officer at WPP, Laura Aldington, co-founder of Supermassive, and Hamish Stewart, national ECD - experience at CHEP Network at Advertising Week APAC 2023. 

The panel, titled ‘How Do We Put a Value on Creativity?’ brought together three industry experts to share their thoughts and discuss the complex relationship between the power of ideas, and how we as an industry can continue to sustain and manage the creative process fairly and sustainably.

Toby opened the panel with a quote from an industry leader: “Creativity is not accretive to growth,” and the responses that followed were informative and engaging.

Hamish stated that creativity is at the core and heart of what the industry does and said, “I can’t think of a CMO who wouldn’t want us to show up with something creative”.

Katie offered another take on the question.:“I think there is that difference between creativity and creative and both are valuable, and the value on creative, should not undermine the value of creativity of thinking, and how that can permeate a business”, she argued. “Nor should it take away from the individual expertise of creatives. Whether it’s creativity of thought or how you might diversify a client's portfolio, that still should be valued as creativity.”

While Laura added, “If effectiveness is the outcome, then creativity is the strategy.” 

The conversation then turned to whether or not the industry needs to change the conversation and redefine what it does. Laura spoke on the value that agencies can add to a client, namely growth. And once that change is made during conversations, then the value of creativity becomes greater. 

While Hamish added that he believes that there is a better-shared understanding between clients and agencies about the role of creativity and that there isn’t a battle between agencies and clients about whether things should be creative. Instead, it’s about whether it is relevant to their brand and audience. 

All three panellists agreed that there needs to be pride in the work that they deliver as agencies, and that creativity and culture boost the economy. Pitching ideas was coined as the elephant in the room, with Laura stating that it doesn’t help the industry that they give away ideas for free with no guarantee of a return. 

“But I am starting to see some change, and there is starting to become a better understanding that pitch processes need to be fair and that it is possible to choose an agency based on chemistry, relationship, capabilities, and case studies. I think ultimately, if more agencies were willing to say ‘no’ collectively that will change,” she said. 

The panel also touched on the difference between output-based pricing versus the head-hour model. Expanding on the fact that often, hour-based pricing can be limiting while output based allows conversation for scope to happen. 

Katie said, “It takes away from a creative that has been there for 20 years, who can turn out an idea in 20 minutes, and that impact of that idea on your business could be profound, they shouldn’t be paid for those 20 minutes, they should be paid for their 20 years.”

The panel concluded with the thoughts that reframing the language that is spoken around creativity and how it contributes to a brand's growth will ultimately provide greater value. At the same time, the experts acknowledged the fact that there will be a gradual shift in how agencies and creatives are paid by brands. 

Those in attendance left with food for thought surrounding the way in which creativity is treated in the industry.