Creating new ways to tell stories through technology
Gavin Lum, Head of Digital at JWT Shanghai speaks about the new opportunities technology is creating to tell stories.
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Creating new ways to tell stories through technology
Gavin Lum, Head of Digital at JWT Shanghai speaks about the new opportunities technology is creating to tell stories.

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How to unlock a creative culture to drive innovation
By Gavin Lum
The primary responsibility of creation has traditionally fallen on the shoulders of the Creative Team, and they ultimately live and die by the work that they create. Other functions typically played a supporting role and usually focused on clearing the runway (account people), pointing out where the runway is (strategy) or helping them build the plane (production).
This is highly stressful for most creative teams; a creative director friend of mine once confessed that creative reviews made him feel like walking into a crowded room and exposing himself for criticism/approval.
It’s time we share the responsibility because A) talent is impossible to find now (consider the elusive unicorn of a Digital Creative Director) and B) I believe creativity can and should be taught - and we better start doing it now before it gets too late.
Rather than relegating all forms of creativity to just the creative team, how can we encourage the other departments to come together and work together to create and ideate together?
In a powerful session at SXSW, “The Creative Difference: Teaching Innovation”, four pioneers in education across diverse industries came together to discuss the compelling need to groom generations of problem solvers and innovators.