28.5.2025 WFA: Creativity & Leadership

If you want to win at work, efficiency is not enough, strategy is not enough, and analysis is not enough.

We live in times of increasing complexity and ambiguity; even businesses that have themselves been major disruptors fear major new disruption themselves. In response, leaders are battening down the hatches: the more uncertain the world, the more they retreat into stale, established patterns of behaviour.

This is a big mistake. The only way to secure competitive advantage is to ensure that creative thinking is driving your organization. It will enable workplace satisfaction, boost performance, and encourage new ideas throughout teams. To tackle our uncertain environment – and to win in the world of future business – we all need to get serious about creativity and the potential it can unleash.

The authors of Belonging have now written A Year of Creativity, which will make creativity accessible to everyone. In 52 lessons, it explores how to be creative (either individually or in groups and teams), how to nurture creativity, and how – as a result – to redefine yourself and your career.  Creative leadership is essential to drive marketing advantage.

Fiona Spooner, Managing Director, Consumer Revenue, Financial Times says of the book : “A masterclass in harnessing innovation. Essential for leaders aiming to inspire and drive creative excellence.”

Sue Unerman, Global Chief Strategy Officer at Brainlabs and Kathryn Jacob, OBE, ceo of Pearl and Dean will talk about how to lead and empower creativity in your team, in your agencies and in your work.