In today’s attention economy, creativity is no longer a luxury but a driver of business success and growth. Chris Moody, Global Executive Creative Director at Landor, talk to Campaign Middle East how bold ideas and cultural authenticity can transform brands and shape their future.
With more than two decades of experience working with some of the world’s most recognised brands, Moody delves into the importance of creative effectiveness, global examples of campaigns that made impact, Saudi Arabia’s growing creative landscape, and rethinking success measurements.
Brave creativity is no longer optional
In an era of fleeting attention spans and relentless media bombardment, creativity has emerged as the currency brands need to stand out. “Being distinctive and bold isn’t a nice to have, it’s a ‘must do’,” says Moody. “But here is where many brands make their mistake. Simply making “noise” isn’t enough anymore. It’s increasingly difficult to stand out from the crowd and create points on a customer journey that have the ability to drive preference.”
According to Moody, the solution lies not just in being bold, but in embracing ideas that are emotionally relatable to the audience and aligned with the brand’s values. “It’s not enough to simply act creative; we also need to make sure that our concepts are deeply relatable, challenge the status quo, and ultimately increase brand differentiation while being loyal to the core values of the business. This is what drives true creative premium.”
Moody notes LEGO as a prime example of getting this right. A few years ago, when the brand was facing a decline, it could have opted for a safer, more conventional approach to creativity. Instead, LEGO doubled down on its differentiation. “By redefining brand’s audience and questioning traditional ideas of play, LEGO showed that brave creativity can result in real commercial benefit and long-lasting cultural significance when it is carefully matched with key brand values.”
Lessons from global campaigns
In a world that is battling complicated issues like economic instability, climate change, and the changing digital landscape, creativity has become even more important. “It’s the engine of innovation, enabling companies to not only grab consumers’ attention but also provide answers, build trust, and cultivate deep relationships with them. By embracing brave, even “weird” ideas, brands stand more chance of growing and sticking.”
The most impactful creative ideas aren’t just disruptive; but are also about solving practical issues, says Moody, pointing to examples such as the repositioning of a diabetes medication as a solution for obesity and promoting sustainability through “green steel”. Similarly, developing immersive virtual concert experiences such as ABBA’s Voyage illustrate how creative thinking can bridge the gap between entertainment, utility, and impact.
Moody also highlights the success of Australian brand Uggs, which turned a seemingly simple product into a global fashion statement by embracing a unique and unorthodox strategy. By focusing on comfort, quality, and a distinctive style, Uggs struck a deep chord with consumers and demonstrated how differentiation can drive substantial growth even in crowded markets. “What a brand stands for, says and does, is hugely important, and more so than ever today, in order to be able to differentiate.”
The lessons from these campaigns are clear: creativity becomes a business accelerator when it not only grabs attention but also solves real problems and resonates on a deeper, more emotional level.
Saudi Arabia’s creative renaissance
As Saudi Arabia continues to emerge as a global leader in creativity and innovation, Moody sees the Kingdom’s focus on cultural relevance and forward-thinking ideas as a blueprint for success. Drawing on insights from WPP’s Brand Asset Valuator (BAV) data, Moody points out that Saudi brands consistently score highly in attributes such as courage, inventiveness, and imagination.
“Our analysis using WPP’s BAV data reveals a strong emphasis on courageousness, inventiveness, and imagination within Saudi brands. This shows how inventive and innovative the Kingdom is, which is tremendously encouraging.”
What’s particularly striking is Saudi Arabia’s national brand performance, which Moody notes surpasses even some of major global companies.
“What’s really remarkable is that, as a national brand, Saudi Arabia scores exceptionally high in creative premium, outperforming even global giants like Apple, Google, and Ferrari (BAV data, Saudi Arabia, 2023).”
This success stems from a deep understanding of cultural nuances and a commitment to showcasing the Kingdom’s rich heritage, language, and beauty. Moody refers to his experience at the Athar Festival last year, “The energy and enthusiasm I witnessed at the Athar Festival further reinforces this belief. The Kingdom is poised to leverage its rich cultural heritage and forward-thinking vision to develop brands that have a significant impact both domestically and internationally.”
As the Kingdom continues its journey to becoming a global creative powerhouse, Moody believes it has the potential to not only inspire, but also lead the way in redefining how brands can create impact.
Measuring what matters
While traditional metrics like likes, shares, and impressions have long been the go-to measures of success, Moody argues that they no longer capture the full picture and can be misleading. “The traditional metrics often fall short of capturing the emotional resonance, the shift in perception, the genuine connection a brand builds with its audience. We need to move beyond and delve deeper into the nuances of brand sentiment and perception. ”
“Data can be creativity’s best friend,” he notes, but only if it goes beyond surface-level metrics. Effective measurement must capture emotional resonance and the genuine connections a brand builds with its audience. “What are people really saying about the brand? How does it make them feel? How does it fit into their lives? How can it change to suit their needs? These are the questions that matter,” says Moody. This approach allows brands to optimise campaigns for long-term impact, and build genuine connections and long-term loyalty.
In a market saturated with noise, understanding how creativity drives perception and preference is more valuable than ever. For Moody, it’s simple: “Great creative thinking is often behind great business growth.”
