The Advantage of Creativity in Business

As businesses continue to develop and change in how they connect to customers, creativity is still the advantage that the advertising industry has in meeting customers and creating excitement around campaigns. Host Chris Smith was joined by LIA 2023 Jurors, Sabaa Quao and Matty Burton. Sabaa was on the inaugural Creativity in Business-to-Business jury and while the category may sound basic, there’s nothing basic about the work he saw, as it’s exciting to set the bar for a new category. Sabaa told Chris that even when you’re selling b2b, you’re still selling to a human, so clever and innovative storytelling using creativity is still a major factor in what’s going to cut through.

Sabaa commented, “nothing happens until someone creative comes up with something....you’re still going to need creative people.” He continues with, “I love saying to investment bankers just remember you have nothing to invest in until we come up with something, creative people have to take themselves much more seriously, because when we talk about the complexity of the world and who’s equipped, nimble and agile when thinking through a lot of complex situations, that is the very skill that is needed to solve a lot of the complex things that society is dealing with.”
All the way from New Zealand, Matty Burton joined LIA’s 2023 Digital and Use of Social Media and Influencers jury. Matty seconded Sabaa’s call on creativity, saying it’s exciting to see the industry changing in real time. He says social media’s evolving, but reminds us that businesses and content creators still need to go beyond basic use of a platform to  push, prompt and use it in new ways that challenge our basic understanding of social media and content.

Sabaa and Matty discussed trends and highlighted excellent pieces of work they felt met the criteria. 

Shownotes

“AIZOME WASTECARE Industrial Wast - Certified As Skincare” (2023 Creativity in Business-to-Business Grand LIA)

https://2023.liaentries.com/winners/?id_entry=107046&id_medium=44&id_submedium=142&id_category=0&view=details&range=f&page=1&keyword=&medium=&category=&award=&country=&title_brand=&credits=AIZOME&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true

Coca-Cola - “I See Coke” broadcast on Amazon Alexa 

https://2023.liaentries.com/winners/?id_entry=104454&id_medium=7&id_submedium=12&id_category=0&view=details&range=f&page=7&keyword=&medium=&category=&award=&country=&title_brand=&credits=Coca%2DCola&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true

Dot Incorporation - “Dot Pad. The First Smart Tactile Graphics Display.”

https://2023.liaentries.com/winners/?id_entry=101736&id_medium=2&id_submedium=2&id_category=0&view=details&range=f&page=1&keyword=&medium=&category=&award=&country=&title_brand=&credits=Dot%20Pad&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true

Jane / Finch Community Centre - “Bill it to Bezos”

https://2023.liaentries.com/winners/?id_entry=103206&id_medium=29&id_submedium=86&id_category=0&view=details&range=f&page=6&keyword=&medium=&category=&award=&country=&title_brand=&credits=BEzo&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true

Burger King - “Cheeseburger Nuggets - Developed with AI”

https://2023.liaentries.com/winners/?id_entry=105833&id_medium=29&id_submedium=86&id_category=0&view=details&range=f&page=23&keyword=&medium=&category=&award=&country=&title_brand=&credits=Burger%20King&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true

Guests:

Sabaa Quao, Chief Creative Officer at Cossette, Toronto

Matty Burton, Group Chief Creative Officer, DDB Group New Zealand, Auckland

Host: Chris Smith, Co-Founder / Principal / CCO, Plot Twist Creativity, Dallas

Producer: Sarah Knights, Eardrum 

Music: Brian Yessian, Yessian Music

Manager: Laurissa Levy, London International Awards

Production Company: Eardrum