When critical thinking and creative problem solving are noticeably absent from the curriculum, what role can brands play in hacking existing models of education? We talk to Julia Goldin, Global Chief Marketing Officer from LEGO about the role of education through play, the critical development of 21st century skills and building brands that invest in the next generation of talent.
Dramatic shifts in media consumption and consumer behaviour mean that creativity is going to need to work overtime to keep brands in tune with a rapidly changing climate. In this Festival talk, VP, Marcomm Integration at Apple, Nick Law, advocates for the need to put creative people at the centre of business decision-making.
We talk to three-time Grand Prix winner and Co-founder and Chief Creative Officer of independent New York-based agency, JOAN Creative, Jaime Robinson. In a conversation spanning Netflix’s Tiger King and The Great Depression, Jaime endorses joyful entertainment that provides a new-found sense of fun and moments of escape. Take away lessons on how to make people ‘feel’ not ‘do’, explore new content creation avenues and lean on outside expertise.
When Swedish vegan food brand Oatly put a team of creatives at the heart of their brand, obstacles faded away and resourcefulness was pushed to the max. Creative Directors John Schoolcraft and Martin Rinqvist show us how they and the self-named creative ‘Oatly Department of Mind Control’ built a fandom that became vital in Oatly winning the PR battle when sued by the Swedish Milk Lobby.
Many ‘old favourite’ CPG brands are seeing something of a renaissance during the pandemic. But how can we reflect the very enduring human needs that these brands now exist to serve in the humanity of our businesses? We talk to Brad Hiranaga, Chief Brand Officer of General Mills – known for currently-thriving store cupboard staples like Betty Crocker and Pillsbury – about bringing classic brands to life for a new generation and the need to lead and communicate with empathy and vulnerability.
If distilled into a series of equations, what does a life well lived look like? Take a white-knuckle tour of NYU Professor Scott Galloway’s much-loved brand strategy class on the Algebra of Happiness. Melding research, data points and personal experiences, he provides observations on failure, success and finding joy in business, relationships and health.
A classic Festival talk from a brand whose very foundation lies in the power of creativity and human ingenuity. Hear from LEGO’s Chief Marketing Officer, Julia Goldin, on how a business built around a product that remains unchanged from its 1930’s creation has stayed relevant. Learn what it means for a brand to adapt to a new era while staying to its true original purpose.