What is the value of creativity?

Future Proof with Perry Nightingale

Perry Nightingale returns to discuss the challenges of measuring creativity, and why it matters.

How can we measure creativity? It's a big question, and a big challenge - but one that WPP's Perry Nightingale is keen to answer (with a little help from Oxford University and the Future of Marketing Initiative). In the second part of Andrew and Jane's conversation with Perry, we hear about his creativity school, infusing creativity into an organisation, what has changed in the last 10 years (and what might happen next), along with his views on how advertising agencies can find, encourage, retain and empower creative people.

Hosted byAndrew Stephen, L’Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development atKantar.

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