Advertising Creative Featured Insights News

posted on Nov. 01, 2024 at 1:02 pm

‘Culture is more than posters on walls; ideas have no seniority’

posted on Nov. 01, 2024 at 1:02 pm

BPG celebrated its 28th annual offsite, BPG Camels, at the Waldorf Astoria in Ras Al Khaimah with a specific focus on culture as a strategic asset.

As competition within the agency landscape increases, success and long-term sustainable growth are not being defined by only creative campaigns, but by a cultural shift within organisations that rises from the grass roots to the boardrooms. Once considered an essential internal policy shift, culture has now become a strategic asset — a driver of innovation, inclusivity, and market relevance —and a critical benchmark for sustainable growth.

Beyond the proven impact of diversity and inclusion on creativity and profitability, a 360-degree cultural shift within an organisation, which includes open communication channels, collaborative problem-solving and empowered agility and adaptability, is

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:Avi Bhojani BPG BPG Arabia BPG Camels BPG Group BPG offsite client-centricity creativity cultural shift Culture Darius LaBelle digital first Dina Najim Diversity Dominic Stallard equity inclusion innovation integrated by intent Landor MEA Mariagrazia De Angelis McKinsey Souheil Arabi strategic asset The Experience Makers Toby Hoare Unilever WPP

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.