Den Nye Danske Kreativitet
-
Upload
creative-circle -
Category
Education
-
view
1.078 -
download
1
description
Transcript of Den Nye Danske Kreativitet
![Page 1: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/1.jpg)
creative circle
den nye danske kreativitet
christensendalgaard
feldthushørdum
buschjong andersen
rosendalsamuelsen
ørsted
![Page 2: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/2.jpg)
tak tilmatias palm-jensenbureaubiz polfoto
creative circle
![Page 3: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/3.jpg)
moderatorantonio rosado hyper island
creative circle
![Page 4: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/4.jpg)
hannefeldthus advisor
creative circle
![Page 5: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/5.jpg)
Hvad er det vi skal kunne?Creative Circle12. september 2013Hanne Feldthus
![Page 6: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/6.jpg)
Mit budskab i dag• Reklamebranchen er bygget på 3 kreative kompetencer
• Alle 3 kompetencer er under dramatisk forandring
• Vejen ud af krisen handler om at forstå, opdyrke og organisere forandringen af kompetencerne
![Page 7: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/7.jpg)
3 nødvendige kreative kompetencer1.Strategisk forståelse af brandet
2.Evnen til at få gode idéer til at bygge brandet
3.Evnen til at eksekvere idéerne i relevante “medier”
![Page 8: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/8.jpg)
Få personer - og ikke alle bureauer besidder alle 3 kompetencer
Det sjældne geni:
1. Strategi
2. Idéer
3. Eksekvering
Det velfungerende team:
1. Strategi
2. Idéer
3. Eksekvering
Specialisterne:
1. Strategi
2. Idéer
3. Eksekvering
Lead agency Special bureau
![Page 9: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/9.jpg)
Digitaliseringen, de nye specialbureauer og finanskrisen har medført fokus på:
Eksekvering
![Page 10: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/10.jpg)
De sidste års udvikling har tilspidset situationen• Specialbureauerne vokser på deres eksekveringsevne
• De klassiske bureauer taber terræn, går i panik og forsøger lidt af hvert
• Meget få/ingen investerer i den strategiske forståelse af brandet
![Page 11: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/11.jpg)
Og så har vi balladen!• Når man ikke investerer i den strategiske forståelse af brandet,
overser man udviklingen
• I et branding perspektiv handler den digitale verden ikke om teknologi, men om hvilken rolle brandet skal spille i målgruppens liv
• Og det er forudsætningen for stor kreativitet og effektive løsninger
![Page 12: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/12.jpg)
Den ultra korte analyse bag udviklingen
I den digitale tidsalderskal man have “fans” før man kan få nye kunder!
![Page 13: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/13.jpg)
For at få “fans” må man have et standpunktMålgruppen skal kunne identificere sig med standpunktet og dele det:
• Dove: Real Beauty
• American Express: Støt dit lokalsamfund
• Coca Cola: Social inklusion
• Chipotle: Ordentlige fødevarer
• Poo Wifi: Saml dine hundelorte op
• City Bank CEO of Homes: Kvinder kan godt finde ud af økonomi
![Page 14: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/14.jpg)
Den nye model
Brandets standpunkt Samtaler
Offentlige samtaler /Målgruppens
samtaler“Fans” Bevægelse
![Page 15: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/15.jpg)
Forandringen af de 3 kompetencerStrategisk branding forståelse:
De rigtige idéer:
Den rigtige eksekvering:
“Det kan vi gøre for dig”
USP, ESP, DNA
Humor og aspiration
Gennemslagskraft og æstetik: TVC, Ads, Posters og Digital
dims
![Page 16: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/16.jpg)
Forandringen af de 3 kompetencerStrategisk branding forståelse:
De rigtige idéer:
Den rigtige eksekvering:
“Det kan vi gøre for dig”
USP, ESP, DNA
Humor og aspiration
Gennemslagskraft og æstetik: TVC, Ads, Posters og Digital
dims
Vi har et standpunkt “Vi kan gøre noget sammen”
Bevæge for at skabe bevægelse
Arkitektur til at: IscenesætteIværksætte
Dokumentere
![Page 17: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/17.jpg)
Der er vist en rute,men vejen er svær
Strategisk branding forståelse:
De rigtige idéer:
Den rigtige eksekvering:
Identificere relevant standpunkt
Iscenesætte og iværksætte standpunkt
Kræver typisk kompetencer uden for bureauet
Svært at sælge
Svært at få mange penge for
Svært at tjene penge på
![Page 18: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/18.jpg)
KonklusionDer er ikke alene brug for at udvikle de kreative kompetencer, men også:
• At skabe nye relationer til annoncørerne
• At udvikle nye forretningsmodeller
• At opdyrke nye netværk med andre kompetencer
![Page 19: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/19.jpg)
Tak fordi I lyttede
![Page 20: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/20.jpg)
jacob kamp rosendal dr
creative circle
![Page 21: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/21.jpg)
![Page 22: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/22.jpg)
jacob kamp rosendal dr
creative circle
![Page 23: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/23.jpg)
thomas busch carlsberg
creative circle
![Page 24: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/24.jpg)
claus dalgaard starcom
creative circle
![Page 25: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/25.jpg)
pause 00:15
![Page 26: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/26.jpg)
mette hørdum naked
creative circle
![Page 27: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/27.jpg)
Den nye danske krea+vitet
![Page 28: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/28.jpg)
Agenda for de næste 20 min.
![Page 29: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/29.jpg)
Kontakt & Krea+vitet
![Page 30: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/30.jpg)
![Page 31: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/31.jpg)
Fra cykelhold +l fodboldhold
![Page 32: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/32.jpg)
Spilfordeler
Digital
Social
Rela+on
Experience PR
Koncept
Search
![Page 33: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/33.jpg)
![Page 34: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/34.jpg)
Den nega+ve spiral
U+lfredse medarbejdere
Uengagerede medarbejdere
Dårlige løsninger Kunde afgang
Pressede medarbejdere
![Page 35: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/35.jpg)
Den posi+ve spiral
Glade medarbejdere
Engagerede medarbejdere
Gode løsninger Nye kunder
Stolte medarbejdere
![Page 36: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/36.jpg)
Hvornår er vi færdige med at udvikle?
Idé & Koncept Færdiggørelse Produk+on Launch
Her? Her? Her? Her?
![Page 37: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/37.jpg)
![Page 38: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/38.jpg)
Where to go?
![Page 39: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/39.jpg)
søren christensen robert/boisen
creative circle
![Page 40: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/40.jpg)
Tid til lidt narrativ terapi?
![Page 41: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/41.jpg)
Svarer det ikke lidt til at få svømmeundervisning af en mand uden arme?
![Page 42: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/42.jpg)
Swim coach without arms
![Page 43: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/43.jpg)
![Page 44: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/44.jpg)
Er vores selvtillid virkelig så meget i bund, at en enkelt kommentar fra Pippi-land kan få os til at gå i panik?
![Page 45: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/45.jpg)
Har vi et selvtillidsproblem? Eller stikker det dybere?
![Page 46: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/46.jpg)
Det er mediebureauernes
skyld!
Kunderne er ikke dygtige
nok
Alt var bedre i gamle dage Kreativitet handler
kun om at promovere sig selv
Kontaktfolkene ødelægger idéerne ALT bliver
testet ihjel
Der er ikke tid nok til
opgaverne
Man kan ikke sammenligne Danmark
med andre lande
Innovative idéer bliver
alligevel aldrig købt!
Det hele bliver styret af Excelark
Budgetterne i Danmark er for
små
Alt handler om taktik.
Der er ingen risikovillighed
Briefen er dårlig Totalt plank,
det der!
![Page 47: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/47.jpg)
![Page 48: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/48.jpg)
![Page 49: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/49.jpg)
Lidt narrativ teori
![Page 50: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/50.jpg)
Du, de andre og omverdenen er ond - Jeg gør gengæld
Tre grundfortællinger hos børn med problemadfærd
#1
![Page 51: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/51.jpg)
Du, de andre og omverdenen er ond - Jeg gør gengæld
Tre grundfortællinger hos børn med problemadfærd
Det er [INDSÆT FJENDE]’s skyld. Jeg suboptimerer med
min egen agenda!
#1
![Page 52: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/52.jpg)
Du, de andre og omverdenen er farlig - Jeg beskytter mig
Tre grundfortællinger hos børn med problemadfærd
#2
![Page 53: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/53.jpg)
Du, de andre og omverdenen er farlig - Jeg beskytter mig
Tre grundfortællinger hos børn med problemadfærd
Hmmm, de køber det alligevel aldrig. Lad os teste
det under alle omstændigheder
#2
![Page 54: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/54.jpg)
Tre grundfortællinger hos børn med problemadfærd
Jeg er ond - Du, de andre og omverdenen vinder altid
#3
![Page 55: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/55.jpg)
Tre grundfortællinger hos børn med problemadfærd
Jeg er ond - Du, de andre og omverdenen vinder altid
[INDSÆT BUREAU/DISCIPLIN/LAND] har det jo meget nemmere. Det kan
man ikke hos os!
#3
![Page 56: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/56.jpg)
Branchen har brug for lidt narrativ terapi.
![Page 57: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/57.jpg)
Formålet med narrativ terapi: At medvirke til at tykne de fortællinger, som kaldes foretrukne fortællinger
![Page 58: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/58.jpg)
![Page 59: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/59.jpg)
Branchen har brug for en ny mere positiv fortælling…
![Page 60: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/60.jpg)
Der er masser af lyspunkter
![Page 61: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/61.jpg)
Der er mere brug for os end nogensinde før
Kilde: Havas Media 2013
![Page 62: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/62.jpg)
Konklusion fra Sverige: “Den gode cirkel”
![Page 63: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/63.jpg)
Otte konkrete bud på hvordan vi kan ’tykne’ den positive fortælling
![Page 64: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/64.jpg)
#1 Se ud i verden og del med kunderne
![Page 65: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/65.jpg)
#2 Dyrk produktet mere i branchen. Lær af Norge
![Page 66: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/66.jpg)
#3 Lad os invitere hinanden backstage => Del viden & processer
![Page 67: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/67.jpg)
#4 Lav en faglig lillebror til CCA-festen (Bag om kampagnerne)
![Page 68: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/68.jpg)
#5 Drop effektforskrækkelsen
![Page 69: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/69.jpg)
Mere risikovillighed. Lad os lære at fejle som de bedste
![Page 70: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/70.jpg)
#6 Afhold ’Hvad lærte vi af det’-seminarer
![Page 71: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/71.jpg)
Coca-Cola har fat i noget med 70-20-10
![Page 72: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/72.jpg)
#7 Lev 70-20-10 tankegangen og invester ekstra i 2-3 projekter årligt
![Page 73: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/73.jpg)
#8 Gør noget
![Page 74: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/74.jpg)
Lad os starte en ny fortælling!
![Page 75: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/75.jpg)
“No one knows everything. But together, we know a whole lot.”
Simon Sinek
![Page 76: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/76.jpg)
Måske EN svømmelærer uden arme ikke kan klare jobbet
![Page 77: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/77.jpg)
Men mon ikke en hær af dem kan?
![Page 78: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/78.jpg)
Tak
![Page 79: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/79.jpg)
christian ørsted livsfarlig ledelse
creative circle
![Page 80: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/80.jpg)
Christian ØrstedLIVSFARLIG
BUREAULEDELSE
- Uddannelse- Workshops- Foredrag- Ledelsesrådgivning
Ørsted Udvikling & Ledelsewww.orsted.dk www.livsfarligledelse.dkTel.: 70 27 47 40
![Page 81: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/81.jpg)
undskyld
![Page 82: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/82.jpg)
4 myterlivsfarlige
motivationanerkendelsepersonlig udviklingteamwork
![Page 83: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/83.jpg)
BIG IDEA:
Kreativiteten er der allerede
![Page 84: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/84.jpg)
Elendig kreativitet skyldes altid elendig ledelseAltid
![Page 85: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/85.jpg)
Bare spørg alle dem du kender (og måske bruger) der er gået freelance
![Page 86: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/86.jpg)
Løsningen kan være problemet
![Page 87: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/87.jpg)
G
INDIVID
GRUPPE
LEDELSE
ORGANISATION
I
L
O
IGLO-modellen er udviklet af Michael Martini Jørgensen i samarbejde med M.Munch-Hansen og K.M. Nielsen (NFA).
Hvor skal der så udvikles?
Hvad gør vi i
praksis?
![Page 88: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/88.jpg)
Det er et ledelsesansvar at skabe rammer for at kreativitet blomstrer
![Page 89: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/89.jpg)
Kan vi forsimple problemerne nok til brugbare“5 gode råd”?
![Page 90: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/90.jpg)
Kan vi forsimple problemerne nok til brugbare“5 gode råd”?
ruste ledere og organisationer
til bedre at håndtere
udfordringer og kompleksitet?
Eller skal vi
![Page 91: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/91.jpg)
Det kræver et nyt syn på ledelse
![Page 92: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/92.jpg)
TO DIMENSIONER I LEDERSKAB
1Rammerne
Mål og retning
2Indholdet
Måden ting bliver gjort på
![Page 93: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/93.jpg)
TRIN 1 LEDELSETRADITIONEL MAGT
Klare rammer
Stærk styring på
indhold
“My way or the highway”“Micromanagement”
“Kom ikke for tæt på mig!”“Den stærke leder”
![Page 94: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/94.jpg)
TRIN 2 LEDELSELIVSFARLIG LEDELSE
Frihed på rammer
Frihed på indhold
“Hvad synes du?”“Iiiih hvor er I dygtige”
“Vi er da venner?”“Den bløde leder”
![Page 95: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/95.jpg)
Klare rammer
(som trin 1)
Frihed på indhold(som trin 2)
“Det er det her vi vil skabe: Vil du med på holdet?”
“Den konsekvente, åbne og inspirerende leder”
Ed Catmull, President Pixar & Disney Animation Studios
TRIN 3 LEDELSE BÆREDYGTIG LEDELSE
![Page 96: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/96.jpg)
TAG ANSVAR FOR PROCESSENOG SKAB RUM ANDRES BIDRAG
Hvad tager du med fra det her
Hvordan går det her møde
lige nu?Hvad vil være et godt resultat af det her?
Proces-niveau
Handlings-niveau
Kontrakt OpsamlingTime-out
![Page 97: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/97.jpg)
Myten om ROS
![Page 98: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/98.jpg)
Det lærte du hurtigt! Du er en meget intelligent pige!
Sikke en flot tegning
du har lavet!
![Page 99: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/99.jpg)
MYTE Ros er godtMeget ros er meget godt
![Page 100: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/100.jpg)
FAKTADu bliver dummere
af ros(Gladere, men
dummere)
MYTE Ros er godtMeget ros er meget godt
![Page 101: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/101.jpg)
![Page 102: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/102.jpg)
Opbakning, krav og
interesse virker bedre“Fortæl om det du har lavet…
Hvad er du tilfreds med?
Hvordan kan det blive endnu
bedre?”
![Page 103: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/103.jpg)
Vær rigtigt nysgerrig
![Page 104: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/104.jpg)
Hvordan forlader du dine møder?
1. Frustreret?2. Afklaret?3. Energifyldt?4. Klogere og bedre
rustet til at løse dine opgaver?
![Page 105: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/105.jpg)
Stil bedre spørgsmål
![Page 106: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/106.jpg)
Kritikmagnet
Gå klogere fra møder
![Page 107: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/107.jpg)
Før Hvorfor gør de ikke
som vi vil have?
Nu Hvad kan deres
positive intention være?
![Page 108: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/108.jpg)
Før Hvorfor respekterer de ikke vores faglighed?
Nu Hvilken faglighed og
viden har de, som vi ikke har lyttet
godt nok til og hvordan kan vi
drage nytte af den?
![Page 109: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/109.jpg)
FørHvad skal der til,
for at vi får succes?
(Vanskeligt at svare begavet på:
Det er hypotetisk, fremtidsrettet og generelt)
NuNår I tidligere har haft et godt samarbejde med jeres bureau, hvad har så været
årsagen til det?
![Page 110: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/110.jpg)
Før Hvad skal vi gøre?
Nu Hvad er den mindste ændring vi kan lave, som har den største
effekt?
(tag ansvar for at det vi går ses i forhold til ressourcer og effekt)
![Page 111: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/111.jpg)
BIG IDEA:KREATIVITETEN ER DERDet er et ledelsesansvar at skabe rammer og vilkår for at den blomstrerDet kræver samarbejde - internt mellem kontakt og kreative - og eksternt med kunder og partnereSamarbejde kan måles på at vi ikke kun går afklarede og gladere fra vores møder, men også klogere og bedre rustet til vores opgaverDet kræver et nyt syn på ledelse - som et fælles ansvar
![Page 112: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/112.jpg)
Tak!Hent præsentationen og
et gratis kapitel fra bogen på www.livsfarligledelse.dk/kreativitet
- Uddannelse- Workshops- Foredrag- Ledelsesrådgivning
Ørsted Udvikling & Ledelsewww.orsted.dk www.livsfarligledelse.dkTel.: 70 27 47 40
![Page 113: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/113.jpg)
kim jong andersen adtomic
creative circle
![Page 114: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/114.jpg)
1
Konsulenten.���Fremtidens kreatør.
![Page 115: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/115.jpg)
2
Kommerciel Kreativitet
Kommunikativ���Kreativitet
1 2
Idealet
![Page 116: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/116.jpg)
3
Kommerciel Kreativitet
Eksempel
![Page 117: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/117.jpg)
4
Kommunikativ���Kreativitet
Eksempel
![Page 118: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/118.jpg)
5
Kommerciel Kreativitet Kommunikativ���Kreativitet
1 2
Virkeligheden
![Page 119: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/119.jpg)
6
The next phase in the Evolution of the Idea in this century is:��� ���
Idea = Emotion x Function ���Rei Inamoto - chief creative officer at AKQA
![Page 120: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/120.jpg)
7
Det gamle bytteforhold
![Page 121: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/121.jpg)
8
Det nye bytteforhold
Reel værdiskabelse for brugeren
![Page 122: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/122.jpg)
9
Kommerciel Kreativitet
Kommunikativ���Kreativitet
95% 2%
2%
![Page 123: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/123.jpg)
10
Kommerciel Kreativitet
Kommunikativ���Kreativitet
![Page 124: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/124.jpg)
11
Hvor blev rådgivningen af?
![Page 125: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/125.jpg)
12
![Page 126: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/126.jpg)
13
De få talenter skalerer ikke
![Page 127: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/127.jpg)
Der skal produceres flere arvtagere
![Page 128: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/128.jpg)
Væk med den gamle hakkeorden
Projektledere
≠ Konsulenter
≠ Plannere
![Page 129: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/129.jpg)
16
![Page 130: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/130.jpg)
DEN GODE RÅDGIVNING OG KREATIVITET FORUDSÆTTER
FRIHED
![Page 131: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/131.jpg)
NO
![Page 132: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/132.jpg)
19
“Let’s become problem solvers again. Not brief takers.” ���
![Page 133: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/133.jpg)
20
“It’s not about finding The Insight for communications. ���It’s about locating the opportunity to serve users better.” ���
![Page 134: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/134.jpg)
frokost pause 00:40
![Page 135: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/135.jpg)
lars samuelsen uncle grey
creative circle
![Page 136: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/136.jpg)
The Rise and Fall of the Creative Team
![Page 137: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/137.jpg)
![Page 138: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/138.jpg)
If you compare the type of work we made 60
years ago with the work we make today it’s
remarkably similar. Yes, the production values
have improved, but the type of stuff we make,
by and large, is the same.
Gareth Kay, Advertisings Kodak Moment
![Page 139: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/139.jpg)
The Empirical Data
![Page 140: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/140.jpg)
The research design
Qualitative interviews and short observational studies.
• Recruitment questionary
• Introduction to the agency
• In-depth interview
![Page 141: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/141.jpg)
![Page 142: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/142.jpg)
All rights reserved by UncleGrey 2012
I do not expect that
this subject will win
you many friends. Steve Vranakis, Google Creative Lab
![Page 143: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/143.jpg)
Barriers to Change
![Page 144: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/144.jpg)
Origin of the Idea
![Page 145: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/145.jpg)
Walk around any agency and the phrase you will hear
the most is: what is the idea?
My research points towards a different phrase that is
used more frequent and is less productive in terms of
creating a collaborative culture: who came up with
the idea?
![Page 146: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/146.jpg)
Agencies always obsess about !nding out who
came up with the idea. Other companies recognize
the fact that this is a collaborative process and
become better because of this mentality.Steve Vranakis, Executive Creative Director, Google Creative Labs
![Page 147: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/147.jpg)
Origin of the idea
• Agencies are very protective about who owns the idea
• Still love the idea about the creative as a “lone genius”
• Creative Directors want to assign credit to individuals
• Incentive programs is built around individual achievements
• Professional advancement build on individual performance
![Page 148: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/148.jpg)
Diversity and Collaboration
![Page 149: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/149.jpg)
At this point I think that we all understand that
the way to produce creative work have to
evolve. That is something that will always start
with the disciplines and capabilities that you
bring into the room. Fundamentally the art
director and copywriter team is not the answer.Lars Bastholm, Executive Creative Director, Cheil
![Page 150: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/150.jpg)
Not everyone can
become a great artist,
but a great artist can
come from everywhere.Anton Ego
![Page 151: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/151.jpg)
Digital agencies might have an easier time
working with a vast diversity of different
capabilities and talents because we have
always had to do this due to the complexity of
our business.
Jakob Kahlen, Creative Director, Hello Monday
![Page 152: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/152.jpg)
Self-understanding
![Page 153: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/153.jpg)
Self-understanding
![Page 154: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/154.jpg)
Self-understanding
The Enabler
Primary function is
directing and facilitating
a collaborative process.
Many digital Creative
Directors tends to lean in
this direction due to the
complexity of their tasks.
![Page 155: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/155.jpg)
Self-understanding
The Enabler
Primary function is
directing and facilitating
a collaborative process.
Many digital Creative
Directors tends to lean in
this direction due to the
complexity of their tasks.
The Creator
Primary function is to be
the super star creative of
the agency.
Traditional agency
Creative Directors see
their role as the senior
creative of the agency.
![Page 156: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/156.jpg)
Self-understanding
The Enabler
Primary function is
directing and facilitating
a collaborative process.
Many digital Creative
Directors tends to lean in
this direction due to the
complexity of their tasks.
The Creator
Primary function is to be
the super star creative of
the agency.
Traditional agency
Creative Directors see
their role as the senior
creative of the agency.
The Manager
Primary function is to
manage the complexities
of a large organization.
Client organizations and
Creative Directors in
regional roles gravitates
towards this segment.
![Page 157: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/157.jpg)
Self-understanding
![Page 158: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/158.jpg)
Self-understanding
The Enabler
It is my role to create space and room for new ideas to "ourish and to make sure that
the organization as a whole performs in accordance with the very high standards in
Google Creative Lab.
Steve Vranakis, Executive Creative Director, Google Creative Labs EMEA
![Page 159: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/159.jpg)
Self-understanding
The Enabler
It is my role to create space and room for new ideas to "ourish and to make sure that
the organization as a whole performs in accordance with the very high standards in
Google Creative Lab.
Steve Vranakis, Executive Creative Director, Google Creative Labs EMEA
The Creator
When a team is stuck I will always be able to create a better idea than what they have
come up with and by doing so make sure that the work is delivered at a respectable
quality.
Per Pedersen, Executive Creative Director, Grey New York
![Page 160: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/160.jpg)
Self-understanding
The Enabler
It is my role to create space and room for new ideas to "ourish and to make sure that
the organization as a whole performs in accordance with the very high standards in
Google Creative Lab.
Steve Vranakis, Executive Creative Director, Google Creative Labs EMEA
The Creator
When a team is stuck I will always be able to create a better idea than what they have
come up with and by doing so make sure that the work is delivered at a respectable
quality.
Per Pedersen, Executive Creative Director, Grey New York
The Manager
I would say that most of what I do now is more related the !eld of management than
to the !eld of creative development. Today I will have CD´s reporting to me and they
will be working directly with the teams reviewing work, coming up with suggestions for
further development.
Jon Williams, Executive Creative Director, Grey EMEA
![Page 161: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/161.jpg)
Spatiality
![Page 162: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/162.jpg)
The physical architecture of our work
environments can have a transformative
effect on the quality of our ideas.Steve Johnson, Where Good Ideas Come From
![Page 163: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/163.jpg)
![Page 164: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/164.jpg)
Many agencies creativity when it came to
establishing an environment where creativity can
truly "ourish stopped with getting a foosball table.Daniel Illic, Creative Director, North Kingdom
![Page 165: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/165.jpg)
In terms of how we structure agencies today I feel
that we have come half way. What I mean is that
getting people and teams out of their small private
lairs was an important !rst step. Unfortunately we
forgot that it is as much about mixing people and
talent as it is about tearing down walls.David Lee, Executive Creative Director, TBWA
![Page 166: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/166.jpg)
Remuneration
![Page 167: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/167.jpg)
Financial understanding is becoming more and
more important. Even for a Creative Director.Jon Williams, Executive Creative Director, Grey EMEA
![Page 168: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/168.jpg)
To be able to re-imagine the way that we
produce great ideas for our clients requires
creative leaders to have a general
understanding of how our business works.David Lee, Executive Creative Director, TBWA
![Page 169: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/169.jpg)
Departmentalization
![Page 170: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/170.jpg)
I think that most advertising agencies have
been so busy adding digital talent to their
roosters that they have forgotten to !gure out
how to incorporate these new skills within their
traditional business.Jakob Kahlen, Creative Director, Hello Monday
![Page 171: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/171.jpg)
Resistance of the Old Guard
![Page 172: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/172.jpg)
I look in the mirror and I work with
the brightest person I know.George Louis
![Page 173: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/173.jpg)
I look in the mirror and I work with
the brightest person I know.George Louis
You are not going to be great
!guring out technology.
Someone else will !gure out the
technology.George Louis
![Page 174: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/174.jpg)
The Macro Theme
![Page 175: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/175.jpg)
![Page 176: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/176.jpg)
Most Creative Directors simply do not have the
right tools in terms of managing organizational
change to be able to take on these complex
issues in a structured and productive way.Daniel Illic, Creative Director, North Kingdom
![Page 177: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/177.jpg)
Creative Leadership
![Page 178: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/178.jpg)
I guess one of the issues is that many of the
ECDs of today have been brought up in a world
that simply do not exists anymore. Handling that
change without having any training in how to
handle it is proving to be extremely dif!cult.Steve Vranakis, Executive Creative Director, Google Creative Labs
![Page 179: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/179.jpg)
It is not suf!cient to do things better,
we need to do better things.Mark Shayler
![Page 180: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/180.jpg)
creative circle
den nye danske kreativitet
christensendalgaard
feldthushørdum
buschjong andersen
rosendalsamuelsen
ørsted
![Page 181: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/181.jpg)
tak til panelet tak for jeres tidtak for i dag
![Page 182: Den Nye Danske Kreativitet](https://reader038.fdocuments.net/reader038/viewer/2022103016/5561de43d8b42ab1068b46cc/html5/thumbnails/182.jpg)
creative circle
den nye danske kreativitet
christensendalgaard
feldthushørdum
buschjong andersen
rosendalsamuelsen
ørsted