Creativity, collaboration, and culture are increasingly seen as the key drivers of business success in today's global economy. A study found that companies that embraced creativity, played big through collaboration across boundaries, and established a strong culture were thriving, even in difficult economic times. The study identified these as the "C Factors" that separate winning companies from others. Creativity was seen as critical for all businesses and jobs today, and many companies reported being more creative now than five years ago. Leadership must foster and support creativity for new ideas and innovation to thrive within an organization.

1. A LOOK AT HOW CREATIVITY,
S
COLLABORATION & CULTURE
WILL RE-ENERGIZE TODAY’S GLOBAL ECONOMY
Edition One
2011

5. PHOTO TANAIS FOX

6. PHOTO KEVIN DOOLEY

7. These are turbulent times. Many Allison & Partners, together with creativity, collaboration, and a clearly and communications being reimagined
MDC Partners, commissioned a defined culture emerging as the key every single day to reconceive what
financial pundits are predicting study with TeamNoesis to uncover catalysts to business success today. communications can make possible.
a double dip recession on the this elusive DNA – to capture and Simply put, those companies that We are witnessing a huge paradigm
near horizon. Unemployment has distill the unique genomes that drive begin with a big idea, that choose to shift with creativity’s renaissance, one
reached record levels. Consumer companies to innovate and to create play big and that look well outside their which is having massive impact on the
confidence is at an all-time new industries and ideas. Through production and services deliverables global business environment.”
this study, they discovered that are succeeding on the biggest levels
low. The European markets are business has entered a whole new possible. So for those who believe Scott Allison, CEO and founder of
staggering under massive debt, era. One not fueled by the tightening that only draconian cost cutting, or Allison & Partners adds: “There is no
and the global economy seems of pockets and the development of service exportation or automation are longer a ‘creative department’ – not
to be teetering on the brink of goods and services, but rather – driven the answers, we say look again. The even a ‘creative culture’ – it simply has
collapse. by ideas and imagination. Companies factors for success, the C Factors to be THE entire culture – everyone
that aggressively embraced ideas –Creativity, Collaboration and Culture- has to believe.”
as currency, and worked to create a are radically different, and speak to a
But if you look to the preceding culture of high risk/high reward with new frontier for success in business. We set out to see if this shift from
quotes from top executives at real aqueducts for the flow of ideas As seen before, during moments of a focus on tweaking product
winning companies, you sense between people, departments and great economic stress, tough times development to taking big leaps
a confidence and a tremendous even industries, were thriving. Allison generate huge shifts. Now, we are outside standard sectors was
& Partners reached out to both start- seeing a true Creative Renaissance in really happening. We asked
level of excitement. What is ups, such as Inkling and Birchbox. thinking, and in doing. questions about the importance of
the root cause? What enables com as well as big legacy brands, communication, about what new
some companies to thrive, even such as Macy’s and IBM. Regardless Says Billee Howard, Creative models of collaboration were inspiring
in the worst of times? In short, of heritage, regardless of size, those Development Officer at Allison & people and where the next big global
what are the factors that make companies that embraced creativity – Partners, revealing what led to the opportunities were hiding. We are
in all its permutations – were winning. study: “The world has changed excited and invigorated by what we
businesses win today? And interestingly enough, it reveals dramatically and both our clients and learned.
itself to be a science, not an art. Not ourselves have changed with it. Our
one of freewheeling artistry – rather, new positioning is centered on a very We hope you will be too.
it’s a tightly defined process, with simple concept – it’s about innovations
PHOTO MJTR

8. C
C
Methodology
THERE ARE THREE 1
An online quantitative survey was fielded
2
Individual interviews were conducted
3
Analysis and Observation: The themes of
PIECES THAT to 200 senior and executive level members
of large international corporations. These
with top executives from the
following companies:
the C Factors Report revealed themselves
with great consistency. The key messages
INFORMED THE executives needed to be overseeing
companies with a base size of 200+
of creativity as a driving force; the complete
Art.com necessity of cross company and indeed,
C FACTORS REPORT: employees, who placed a value on
communications strategies and building an
Birchbox industry collaboration and the need to
create a consistent culture in both message
internal creative culture. Black Rock City, LLC. aka Burning Man
and delivery were seen again and again.
Burt’s Bees The lessons are clear. To best forcast those
Dermalogica companies that will win in this new and
DreamWorks Animation future economy, the C Factors must be alive
IBM and thriving within them. These are real
indicators of success today.
Ideeli
ING Direct USA
Inkling
Macy’s
MDC Partners
PepsiCo
Progressive Insurance
Tivo
YouTube
Zappos
8
THE CFACTORS 2011

9. C
C
Key Learnings
KEY LEARNINGS OF
THE C FACTORS STUDY
1 4 6
Creativity is critical to the success of Collaboration is a swiftly rising force behind A culture of both trust and freedom is
all businesses today, regardless of the huge leaps of creativity and innovation critical. Employees can only dream big
industry type. It is simply job one for being seen today. Companies that forge and play outside the lines if they know that
every company – and importantly – for the aqueducts to channel collaboration failure is part of the plan. Conservative
literally every member of the management across departments, geographies and even thinking generates conservative results.
team. Creativity is part of everyone’s job corporate borders reap the biggest rewards.
description.
7
5 Consumer conversation is critical but
2 Big creative leaps do not necessarily mean it’s not the source of creativity. It’s the
How that is expressed internally and big creative risks. Through constant data company’s job to dream and imagine for
externally to employees, consumers and analysis, global collaboration and day one the consumer. Let them then fine tune it and
partners is increasingly important to C level involvement of all creative partners, risks evangelize.
executives – time spent here has long are actually mitigated. Creativity has a true
lasting repercussions. through line for those willing to study and
see it.
8
Technology is the horse creativity rides.
3 Every organization must harness this
Creativity does NOT equal chaos. A incredible tool to truly reach its greatest
clear and grounded foundation of who a potential.
company is, and what its mission statement
says is the fundamental piece of any real
creative organization. In short – every
company needs to develop an authentic
and messageable vision. And everyone
needs to know it, share it and believe it.
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THE CFACTORS 2011

10. C
FINDINGS
Findings
PHOTO GARUNA BOR-BOR

11. C
FINDINGS
I. CREATIVITY IS THE “HOW MUCH DO YOU STRIVE TO DE-
VELOP A STRONG CREATIVE CULTURE
DRIVING FORCE WITHIN YOUR ORGANIZATION?”
BEHIND 57%
Very much,
BUSINESS SUCCESS, it’s critical
AND IT IS GROWING 43%
Somewhat,
IN IMPORTANCE you try
when
EACH DAY. possible
This finding resonated throughout the
study: Over half of our respondents said
that building a strong creative culture in
their organization is critical.
IN FACT, CLOSE TO “HOW HAS THE APPLICATION OF
CREATIVITY WITHIN YOUR COMPANY
80% SAID THEIR EVOLVED OVER THE LAST 5
YEARS?”
ORGANIZATION
WAS MORE
CREATIVE TODAY
THAN IT WAS FIVE
YEARS AGO.
32% 47% 14% 7%
Your Your Your Your
company company is company’s company
is much somewhat level of is less
more more creativity creative
creative creative remained today
today today unchanged
11
THE CFACTORS 2011

12. FINDINGS
II. AND THIS TREND “WHERE DO YOU SEE CREATIVITY
HEADED IN THE NEXT FIVE YEARS?” “The enthusiasm that
WILL ONLY we have about going to
CONTINUE ... the moon is now back
in our economy and I
think it’s being driven by
Roughly 80% of those questioned imagination and
stated that they would be placing even creativity.”
more emphasis on creativity in the next - Bonin Bough,
five years. PepsiCo
“When we think about
creativity, we think
about how creativity
47% 31% 18% 4% drives us forward every
We will look We will be Probably run Probably day.”
to increase placing about the will see a - Paul Hurley,
the emphasis much more same decrease in
on creativity emphasis our creative CEO, Ideeli
on creative thought and
thought and output
action “We want to learn by
doing, not by watching.
We want to be first -
and innovation is how
we will get there.”
- Peter Sasche,
CMO, Macy’s
12
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13. C
FINDINGS
III. OUR “DO YOU AGREE / DISAGREE THAT
THE WORLD IS ENTERING A NEW
IV. AND “With the rapid changes
RESPONDENTS ‘IMAGINATION ECONOMY’ OR A REGARDLESS OF happening in today’s world,
only creative companies will
‘RE-INVENTIVE PHASE’?”
AGREE (CLOSE TO WHAT IT’S CALLED, A thrive.”
THREE-QUARTERS) RESOUNDING “Without creativity and
innovation, the economies of
THAT A NEW 98% CONSIDER the world will stagnate and
decline.”
PARADIGM HAS CREATIVITY “We need to think
FORMED – WE ARE IMPORTANT TO differently to change what is
ENTERING A NEW TODAY’S ECONOMIC
happening.”
AGE – AN AGE OF PHASE. “Without creative thinking,
you will never reach a global
IMAGINATION AND “HOW IMPORTANT IS CREATIVITY
audience.”
CREATIVITY. TO TODAY’S WORLD
ECONOMIC PHASE?”
“We need creativity to
solve the world’s economic
issues.”
54% “We live in the future – not
Very Important the past.”
46% “We simply cannot use
Somewhat Important traditional models anymore.”
02%
Not Very Important “Traditional markets and
sectors are not growing –
01% they are flat. Only innovation
Not at all Important will inspire growth.”
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THE CFACTORS 2011

14. FINDINGS
V. LEADERSHIP’S
ROLE IN CREATIVITY
It’s aggressively clear that creativity must first
and foremost be generated and fostered by
industry leaders.
A resounding 80% of our respondents
agreed with this hypothesis.
“DO YOU BELIEVE THAT CREATIVITY
MUST BE GENERATED AND
FOSTERED BY INDUSTRY LEADERS
IN ORDER FOR NEW AND
INNOVATIVE THINKING TO THRIVE?”
20%
NO
80%
YES
14
THE CFACTORS 2011

15. C
FINDINGS
VI. WHAT ARE THE “HOW SIGNIFICANT OF AN IMPACT
DO EACH OF THE FOLLOWING
KEY DRIVERS HAVE ON DRIVING YOUR BUSINESS
FORWARD TODAY?”
FOR BUSINESS
SUCCESS?
Significant impact
Slight impact
No impact at all
We asked our respondents to rank four
classic drivers of business success. 88% 82%
76% 77%
These included creativity/innovation
experience, collaboration and global
perspective.
23% 17% 20%
Surprisingly, all four received near equal 11%
rankings. Creativity received equal rank- 1% 1% 1% 3%
ings to global experience. So all four can
be considered true pillars to building a Creativity/ Experience Collaboration Global Perspective
Innovation
dynamic organization.
“Creativity drives
innovation. Our
business and our
lifeblood now is
innovation, so we
need to find the next
product, the next
flavor, the next big
thing…and creativity
infuses all of that.”
- Jamal Henderson,
PepsiCo
15
THE CFACTORS 2011

16. FINDINGS
VII. WE NEXT ASKED “Deliver processes or products
where no current solution
OUR RESPONDENTS exists”
TO DO THE VERY “Creativity is ideas in action”
DIFFICULT – DEFINE “Creativity is the vapors of ex-
“Solutions are a moving target.
There is no ‘playbook’”
CREATIVITY. perience”
“Critical”
“Ability to work beyond what is “Part of the essence of
Overall – the main thrust of our responses great creativity and
set in front of you” “The ability to make/start
spoke to the ability to look beyond the innovation is the desire to
something new” disrupt the status quo.”
present, anticipate consumer trends and “The ability to see and do -Bob Kantor,
direction and invent solutions to what they things in a way that is not seen Chief Marketing
could, should or would want. It is a distinct or known now” & Business Development
Officer, MDC Partners
alchemy of research, data mining, collabo-
ration and pure imagination – moving at “Ability to foresee customer “Creativity is generating
warp speed. needs and develop a solution – beacons of ideas that
before they materialize” light up your culture.”
- Bonin Bough,
PepsiCo
“Creativity is not just
what you create, but
how you inspire. People
need to take in the
world to create new
ways for people to think
and to model.”
- Ivy Ross,
Art.com
16
PHOTO EVAN WOHRMAN
THE CFACTORS 2011

17. C
FINDINGS
VIII. TO MAKE IT A “Some of the newer and younger organiza-
BIT CLEARER, WE
tions are proving that you can build just as
big of an organization in 5 years as it took
NEXT ASKED OUR for people to build in 100 years, and that’s
PARTICIPANTS something we have never seen before.”
TO SHARE WHAT Bonin Bough, PepsiCo
THEY BELIEVED “We are pushing collaboration into a whole
BEST DEFINED new set of areas – individuals forming virtual
CREATIVITY corporations as well as the ability to work
across physical boundaries to collaborate is
IN ACTION IN fundamentally changing how corporations
BUSINESS TODAY. are structured. It also requires a higher level
THE MAJORITY OF of trust.” Guy Blissett, IBM
OUR RESPONDENTS “WHICH ONE OF THE
FOLLOWING BEST DESCRIIBES
SPOKE TO THE CREATIVITY TODAY?”
BIG PICTURE, AS
OPPOSED TO
CLOSER IN TACTICS.
Relentless Reinvention ranked first
with Organizational Agility and a
Culture of Collaboration tied for
second
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THE CFACTORS 2011

18. FINDINGS
IX. SO WHAT ARE Freedom was a very
interesting concept that
Trust
THE CORNER- played out here – • Surprising and interesting – there was
a great deal of discussion around trust,
“ You must harness
the collective energy
STONES OF • Freedom to explore was critical, as was
fairness and ethics. This is closely
tied to a creative atmosphere where
and creativity of the
organization and funnel
CREATIVITY? the freedom to fail honesty and support must replace fear
and restrictions. And mission – people
it to the right places WHAT ARE • Freedom to dream and freedom to
express ideas at the lowest level
want to be a part of something that
THE TENT POLES
to create insights contributes to the world on some level.
into breakthroughs… • A culture that encourages big ideas
successful companies
must facilitate and
THAT ENGENDER • Truth
enable that.”
- Guy Blissett, IBM
BIG THINKING AND Adaptability/Flexibility • Fairness
EXPLOSIVE • “There is no such thing as we always
did it that way – change is the only
• Reward for honesty
CREATION? constant”
• No finger pointing
• True teams
• Incremental steps – fast and quick pilots
“We must create • Management transparency
the trust that allows The results were very clear: • Feed and educate people on trends and
movements within all industries • Purity of mission
creativity to happen
– currently most • Belief in the work
corporate cultures are Freedom Teamwork/Collaboration
not set up for that.”
- Ivy Ross, Art.com • Diversity – in experience and talent as “Don’t be hindered by
Adaptability/ well as culture – everyone needs to mix how to make something
it up to create happen, just make it
Flexibility really clear where you
• Tap into global talent want to be ... every step
of the way be really
Teamwork/ • Mentoring
focused, but really
flexible.”
Collaboration • Work outside defined spaces and lines
- Michelle Visser,
Burt’s Bees
Trust
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THE CFACTORS 2011

19. C
FINDINGS
X. WE NEXT ASKED “RANK THE FOLLOWING ASPECTS
OF CREATIVITY IN ORDER OF
OUR RESPONDENTS PRIORITY TO YOUR BUSINESS:”
“The relationship that
TO RANK THE one creates with the
consumer needs to
LEADING ASPECTS have a very extensive
life cycle. The challenge
OF CREATIVITY, for brands today is to
AS SEEN IN THEIR become more and more
authentic, become
OWN BUSINESSES. directly inculcated in
consumer lives.“
WE GAVE THEM -Billee Howard,
Allison & Partners
8 ASPECTS TO
PRIORITIZE.
THREE DISTINCT “We are really vessel
ELEMENTS ROSE creators - we create
places where things can
TO THE TOP – ALL flourish - but we never
know what its going to
BIG PICTURE be! What we do know
ELEMENTS, AS is that when you are
doing great work - good
OPPOSED TO things come back.”
-Harley K. Dubois,
TACTICS. “There’s no simple
founding member.
Black Rock City,
solution anymore, It’s aka Burning Man
Inspiring Innovation much more complex.
Building a positive corporate culture What is key is how you
communicate your
Establishing customer connections message.”
- Ivy Ross, Art.com
19
THE CFACTORS 2011

20. FINDINGS
“HOW IMPORTANT DO YOU
XI. ROUGHLY 50% CONSIDER CREATIVITY TO BE WHEN
OF RESPONDENTS IT COMES TO ESTABLISHING AN
EMOTIONAL CONNECTION WITH
SAW CREATIVITY AS YOUR BUSINESS’ AUDIENCES?”
VERY IMPORTANT
WHEN IT COMES
TO ESTABLISHING “People act and react with emotions,
AN EMOTIONAL whether it’s business or personal.”
CONNECTION WITH Not
“Keeps them engaged longer.”
THEIR AUDIENCES.
Very
Important “You must tell a story in order
to connect.”
Now that Creativity has been firmly “Passion is proportional to activity
established as the go-to driver for suc- and results.”
cessful and forward thinking
companies, where does the critical role “Meaning to a consumer comes before
of communication live? We learned that ‘new’ or technical results.” “Creativity=connection=loyalty.”
the communication of a company’s
internal and external goals and belief “The customer has to feel connected “We are here to meet human needs –
“AND, WHY DO YOU SAY THAT? “ and empowered in order to act.” we must be human.”
in the power of creativity is almost as
important as creativity itself.
“You need to keep up with the times “The power of connecting with
“A campaign message may be good your customer base cannot be
but the question is whether it’s right. and use the language and ideas that
customers are using.” underestimated when tied to
Does it fit your brand voice? Is it tan- revenue streams.”
gible? Is it consumable?”
“People feel understood and
appreciated – they feel that you ‘get it.’” “We need to stand out –
- Anne Colaiacovo again and again.”
Partner and NY General Manager
Allison & Partners “Our relations with each market
segment aren’t one time transactions
and in order to win repeat business, we
need the emotional connection
(true partnership).”
20
THE CFACTORS 2011

21. C
FINDINGS
“Delivering complex analysis with less
time and cost.”
“Creating an internal training university.”
XII. SINCE OUR “Cross-platform collaboration to offer
RESPONDENTS common customer solutions.”
VIGOROUSLY AGREE The answers were vast, wide and
exciting, ranging from big picture ideas
“Creating a center for excellence.”
THAT CREATIVITY to small tactical maneuvers that paid off “Applying lessons across industries.”
handsomely.
IS OF THE UTMOST “Using new molecules for the same
IMPORTANCE “In a plant with excess space, bringing
the manufacturing of a small part from
product.”
IN BUSINESS offsite to onsite.” “Creating food oases in former grocery
store blighted areas.”
SUCCESS, WE “Hiring top talent and getting out of
“Partnering with clients.”
the way.”
ASKED FOR
EXAMPLES OF HOW “In-house research organization to do
forward leaning work.”
“Increasing ease of doing business.”
THEIR COMPANIES “Always looking at and assessing new
ARE USING technologies to see if they can help us
move forward faster.”
CREATIVITY IN
BUSINESS TODAY “Community involvement.”
“Working to have more global
presence.”
“Geothermal heating units placed in
all new stores.”
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THE CFACTORS 2011

22. FINDINGS
XIII. FIRST, WE ASKED XIV. NEXT WE
OUR RESPONDENTS ASKED: HOW
TO RANK THE IMPORTANT
IMPORTANCE TO YOUR
OF EXTERNAL ORGANIZATION’S
CREATIVE SUCCESS IS THE
STRATEGIES FOR COMMUNICATIONS
SPEAKING WITH FUNCTION WITHIN
BOTH CUSTOMERS YOUR BUSINESS?
AND INVESTORS. Roughly ¾ of respondents rank this role
82% RANKED THIS as very important, with a full 97% rank-
ing it as very or somewhat important.
FUNCTION AS VERY
IMPORTANT.
VERY
IMPORTANT
82%
SOMEWHAT
IMPORTANT
18%
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THE CFACTORS 2011

23. C
FINDINGS
“Creativity has always
been there, but its being
XV. CREATIVITY transformed based on
technology - it gives us
IS ALL WELL a much more tailored
approach. We now have
AND GOOD AS A so many sources of
‘META-GOAL’ IN AN opportunities to meet
the needs of so many
ORGANIZATION, BUT specific communities. At
the end though, its still
OUR PARTICIPANTS about magic.”
-Chris Di Cesare,
REVEALED THIS Director of Creative
Programming,
FOCUS TO BE ONE YouTube/Google
THAT CONTRIBUTED
SQUARELY TO
THE BOTTOM “YOU INSIST UPON CREATIVITY IN
LINE. WE ASKED YOUR INTERNAL AND EXTERNAL
COMMUNICATION PROGRAMS TO
THE FOLLOWING ACHIEVE WHICH OF THE FOLLOWING:”
QUESTION: (Select all that apply)
23
PHOTO MATERIALS AART
THE CFACTORS 2011

24. FINDINGS
XVII. SO HOW WILL
(Select all that apply)
XVI. THIS FOCUS ON DO YOU EXPECT THE IMPORTANCE
OF YOUR COMPANY’S COMMUNI-
COMMUNICATIONS CATIONS FUNCTION TO INCREASE,
DECLINE OR STAY THE SAME IN
THIS INCREASE BE
WILL NOT BE THE FUTURE? ADDRESSED
WANING ANY WITHIN THE
TIME SOON. WHEN INDUSTRY?
ASKED ABOUT The majority see their management
THE FUTURE OF taking a larger role, and making a
deeper commitment to communications
COMMUNICATIONS within the organization. Secondly,
everyone must focus more time
WITHIN and energy in this quadrant. Thirdly,
ORGANIZATIONS, corporations must look to increasing
their communication resources, with up
OUR RESPONDENTS to a quarter revealing that they will need
to hire more experts in this area.
WERE QUITE CLEAR: Clearly, this is a white hot arena tightly
THIS FUNCTION tied to the cultivation and expression of
WILL INCREASE IN creativity.
IMPORTANCE, WITH
OVER ONE-THIRD
EXPECTING IT TO DO
SO SIGNIFICANTLY.
24
THE CFACTORS 2011

25. C
FINDINGS
XVIII. WITH Here, we saw a great deal of emphasis
being place on integrating the energy
“We are most focused on leveraging
the collective wisdom with any of our
EMERGING and effectiveness of social media,
mobile apps and new technologies
stakeholders, partners, anyone who
touches the business.”
TECHNOLOGIES we cannot even imagine. Because of
the speed of development in this area, - Guy Blissett, IBM
CROPPING UP AT A many of these leading organizations
LIGHTNING PACE, are partnering with and even funding
technology start-ups so that they
“I think what is really exciting is that
technology has empowered people to
WE ASKED OUR have a front row seat into tomorrow’s
innovation.
truly be able to build – you are not lim-
ited by your imagination. The changes
PARTICIPANTS TO “Technology is an enabler that is
in the worlds of publishing and music
and all of entertainment are inspiring us
SHARE WITH US incredible. We need to embrace
technology, it’s here and it’s changing
right now.”
WHAT EXCITES the way we live.” - Jonathan Heit, Allison & Partners
THEM THE MOST. - Ivy Ross, Art.com “I believe that digital is affecting and
driving this whole imagination economy,
and the entire organization from legal
to supply chain are going to be trans-
formed. Right now we are following the
new social media companies…and in-
store-based-digital – as it will transform
the way we connect with consumers.”
- Bonin Bough, PepsiCo
“When we look at real breakthroughs
in technology, it’s not about Gee Whiz
anymore. It’s about companies that
enhance people’s lives. That’s how we
are looking at technology.”
- Dan Ginsberg, Dermalogica
25
THE CFACTORS 2011

26. “I think in our industry and our
categories, the most exciting thing is
around location – getting at you at the
moment of truth.”
- Jamal Henderson, PepsiCo
PHOTO PIER MARIO

27. C
FINDINGS
“HOW IMPORTANT HAS
XIX. CREATIVITY CREATIVITY-INSPIRED LEADERSHIP XX. BUT WHAT
Simply put, our respondents told us that
collaboration is essential to any winning
IS A SHARED BECOME TO EACH OF THE
FOLLOWING ORGANIZATIONAL OF THE OTHER
creative leadership. In fact, collaboration
was the second most important element
LEADERSHIP ROLES?” C-FACTOR: cited in generating business success
today.
RESPONSIBILITY COLLABORATION, To quote Billee Howard of Allison &
– NO LONGER WHICH HAS Partners, speaking about the recent
collaboration between Toyota and Ford,
RELEGATED TO ONE CROPPED UP SO “This new collaboration is even more
exciting and inspiring as it demonstrates
DEPARTMENT. IT IS A FREQUENTLY the imagination and reinvention required
for brands to grow and thrive today.
JOB THOUGH, THAT IN OUR By marrying Toyota, arguably on of
the leading companies in sustainable
IS CRITICAL TO ALL CONVERSATIONS? technology today with Ford, the
American auto giant who battled their
MEMBERS OF THE Somewhat
important
Very important
“OVERALL, HOW BIG OF A PRIORITY
way out of darkness through a relentless
commitment to creativity, technology and
C –SUITE, AND IS HAS COLLABORATIVE CREATIVITY
BECOME TO WINNING LEADERSHIP
stellar leadership, issues critical to the
future growth and prosperity of the auto
CRITICAL AS A TOP TODAY?” sector can and will be addressed, likely to
the benefit of all. It is this type of inspired
DOWN STRATEGY and unconventional thinking that will drive
businesses into the future.”
TO INSPIRE
LEADERSHIP
THROUGHOUT THE
ORGANIZATION.
27
THE CFACTORS 2011

28. C
“It is in all aspects “You’ve got to get “We are a flat “A company that is
of the company, everyone involved organization born from inventing
really the driving - at every stage. - anyone who something that just
force, is this notion It’s simply got to has a passion - didn’t exist before
of collaboration be infused into who believes in has it in its DNA to
and innovation. It every corner of the something and is constantly evolve.
has always been a organization.” willing to follow that There is a personal
mandate to ensure through is highly passion here for
our team leaders - Scott Allison valued here. It’s making sure the
CEO/Founder,
collaborate - to try Allison & Partners a core value of brand is always
the next new thing. Zappos.” fresh.”
You have to have
a culture that really - Jenn Lim - Tara Maitra
CEO and Chief Happiness Senior Vice President
embraces risk and Officer, Zappos and General Manager of
understands that Content and Media Sales,
100% success will TiVo, Inc.
not be likely.”
- Anne Globe
Head of Worldwide
Marketing,
DreamWorks Animation
28
THE CFACTORS 2011

29. C
FINDINGS
XXI. WHAT
COMPANIES INSPIRE
ADMIRATION
AND IMITATION IN
TODAY’S CREATIVE
RACE? WE ASKED
BOTH WHO AND
WHY. (AND WE
ASKED THEM TO
STAY AWAY FROM
THE OBVIOUS
FRONT RUNNERS,
APPLE AND VIRGIN)
We received hundreds of answers – Apple – (see – no one ever listens!)
but several companies stood out. relentless drive to innovate
Google – fosters a creative culture to
challenge new ideas. They make the
complex simple and are actively
pursuing the next big thing
Amazon – endless appetite to take on
new challenges
Southwest, Virgin, Target, Trader Joe’s
and Groupon received numerous votes
as well
29
THE CFACTORS 2011

30. FINDINGS
XXII. WE NOW
ASKED OUR
RESPONDENTS
TO HELP US
UNDERSTAND
CREATIVITY IN
COMMUNICATIONS
AS IT RELATES TO “HOW IMPORTANT WILL
GROWTH IN NEW CREATIVELY-INSPIRED
COMMUNICATIONS BE TO
AND EMERGING BUILDING MARKET SHARE IN
EACH OF THE FOLLOWING? “
MARKETS.
Traditional Markets Emerging Markets
Although all felt it was important in both
types of markets, most felt increased
creative pressure in emerging markets.
25%
Somewhat Important
51%
Somewhat Important
72%
Very Important
43%
Very Important
6% 3%
N/A N/A
30
PHOTO JONAS B
THE CFACTORS 2011

31. C
FINDINGS
XXIII. LOOKING AT A
DIFFERENT ASPECT
OF CREATIVITY –
WE THEN ASKED
WHERE CREATIVITY “IS THERE A DIFFERENCE IN
MATTERED MOST: CREATIVITY WITHIN THE B2C
MARKETPLACE VS.
B2C VERSUS B2B. THE B2B MARKET?”
Not surprisingly, our participants
selected B2C as the place where
creativity has the greatest importance.
31
THE CFACTORS 2011

32. FINDINGS
XXIV. EXPANDING
OUR VIEWPOINT
– WE NOW ASKED
OUR PARTICIPANTS
XXIV. WHICH TO SELECT THOSE
INDUSTRY SECTORS GLOBAL HUBS THAT
WERE MOST IN NEED ARE EMERGING AS
OF A CREATIVE CREATIVE LEADERS
JUMPSTART AND IN THE WORLD
REAL INSPIRED ECONOMY.
INNOVATION?
Not surprisingly, China was awarded top
honors, followed by India and Southeast “WHICH REGIONS OF THE WORLD
The answer was resoundingly the
Asia. HAVE EMERGED (OR ARE CUR-
automotive sector, followed by the retail
RENTLY EMERGING) AS HUBS OF
and consumer goods sectors.
CREATIVITY IN BUSINESS?”
“WHICH INDUSTRY SECTORS (select all that apply)
ARE MOST IN NEED OF
CREATIVELY-INSPIRED
REINVENTION TODAY?” CHECK ENGINE
8%
Russia
52%
China
42%
India
28%
4% Southeast Asia
25% Africa
Brazil
3% 22%
32 Other N/A / Don’t Know
THE CFACTORS 2011

33. C
FINDINGS
XXV. “GLOBALIZATION OF THE PAST
DECADE HAS FOCUSED ON THE
“ Mobile is going to revolutionize
Africa and so they’re probably going
ALTHOUGH THE PROMISE OF THE BRIC NATIONS to become the leaders in how mobile
“Africa has the most
opportunities – without
(BRAZIL, RUSSIA, INDIA, CHINA). changes societies and so it’s interesting
AFOREMENTIONED DO YOU FEEL THAT A NEW to watch...they don’t have past
a set infrastructure they
are already leapfrog-
ANSWERS BORE CREATIVE ECONOMY WILL
INSPIRE A NEW BRIC?”
infrastructures to hold them back or to
be a crutch.”
ging ahead – they are
not encumbered by old
NO SURPRISES, - Bonin Bough, PepsiCo
hardware and thinking.”
OUR PANEL VERY 32% “We are looking at Brazil and Finland
- Guy Blissett, IBM
AGGRESSIVELY No
and Korea and Kenya – there are
BELIEVES THAT banking models there that are evolving
into hotbeds of technology. They are
THE STRENGTH OF leapfrogging copper wires and going
straight to mobile. They are doing
THE BRIC GROUP payments totally differently.”
OF NATIONS - Arkadi Kuhlmann, INGDirect USA
AS CREATIVITY
68%
DRIVERS WAS DUE Yes
FOR A CHANGE,
AND THAT NEW
MARKETS WOULD
EMERGE WITH THE
NEW CREATIVE
ECONOMY.
33
THE CFACTORS 2011

34. FINDINGS
“WHAT ARE THE MOST SIGNIFICANT TRENDS IN CREATIVITY THAT WE
CAN EXPECT TO SEE IN BUSINESS IN THE WEEKS/MONTHS/YEARS AHEAD?”
XXVI. SO, AS WE
SHINE OUR LIGHT
ON THE FUTURE OF
BUSINESS AND THE
INCREASED NEED WEEKS MONTHS YEARS
FOR CREATIVITY – social media cell phones corporate boundaries
WHERE WILL THIS digital media better data reliability new products and services
COME FROM? WHAT to make workers more productive
INNOVATIONS and happy
WILL DRIVE US new technology intuitive social media interconnected societies
FORWARD? humor music technology
training unskilled company wide adaptability streamlined global
labor in new technologies economies
new apps green planet initiatives global environmental
opportunities
more localized new job sectors customized products
marketing, a la technology leaps
groupon
More viral marketing better leveraged social breakthrough products
34
THE CFACTORS 2011

35. C
FINDINGS
XXVII. DESPITE THE CURRENT ECONOMIC Ideas that matter
“When we thought
WORRIES, THE EUROPEAN DEBT CRISES, Research is the basis for our company’s
future
about growing a com-
pany that customers
AND THE CURRENT MIASMA OF AMERICAN Lead or get out of the way really cared for, that
GOVERNMENT, OUR PANEL IS VERY We supply the tools, incentives and
brands wanted to work
with, it had to be more
HOPEFUL THAT CREATIVITY, IMBUED IN workplace environment. You supply the
innovation!
than about the product
– it had to be about the
CORPORATE CULTURE AND HARNESSED We kept our nose to the grindstone and our
feelings, it had to be
about the surprise and
FOR COMMUNICATION WILL PROVIDE eyes on the future
delight that it creates
THE CATALYST TO DRIVE US FORWARD. Solutions delivered
and the conversation
it engenders between
WE ASKED THEM ONE FINAL QUESTION: Innovation and execution of the dream customers. And we
have to create that
– WHAT WOULD THEY LIKE THEIR Creativity drives growth every single day.”
- Haley Barna,
COMPANY’S CREATIVE LEGACY TO BE AT Think of ways to help your customers
achieve their goals
co-founder of Birchbox
THE END OF THEIR TENURE? We are the world’s creativity leader
“Business Leaders realize that the future is right in front of us and it’s going to keep There are always more ideas; we just need
moving faster – so here is our opportunity – instead of being afraid of it, help un- to uncover them
leash it as an opportunity to build a competitive edge. So I think that the imagina-
tion economy will help us build a competitive advantage out of that energy source, Anticipating customer needs with creative
and unique solutions
the same way that the assembly line or the technology economy did at one time.”
The legacy leads the future
- Bonin Bough, PepsiCo
To satisfy the wants of some, and instill the
desires of many
Innovation driven by customer need, not
corporate desire
Imagination worked!!
35
THE CFACTORS 2011

36. RIDE THE
PONY.THROW
THE BOMB.
MAKE IT
HAPPEN.
TAKE RISKS.
SET THE BAR.
KNOW WHO
YOU ARE.
SUMMARY
- PROGRESSIVE
INSURANCE In conclusion, we see an imperative C’s - creating the environment that
for businesses to adopt, enhance or encourages innovation and nimbleness.
continue to embrace the C-Factors as If they don’t, they leave the door open
the way up. Clearly, companies that for newcomers who do. For those
endorse this way of thinking are winning new to the game – it is mission critical
in every way. to build the aqueducts that will ferry
fresh thinking and outside inspiration to
From market share, to share of mind, everyone as the company grows.
it is through creativity, collaboration
and an emphasis on on a new culture Creativity is now a must – not a gamble.
that the velocity the new economy so And those that create the systems,
desperately needs is being generated. listen to consumers, and immerse
This is as true for the garage based themselves in worlds broader than their
startup as it is for the established brand. immediate business will thrive. The C
Factors are stakes in the ground for
Historically, legacy companies rely on everyone who wishes to flourish in
size, market position and customer this new economy.
awareness to compete. The ones that
are showing regeneration are asking
themselves how they can act like a
Powered by
challenger – how they can foster
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re-invention and embrace risk. CollierSimon.com
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