Creativity. It’s one of those words that everyone loves, but not everyone fully understands, especially in the boardroom. Too often, creativity is seen as something vague, nice to have, or purely aesthetic. But that couldn’t be further from the truth.
Having just finished the panel at GITEX’s “Making the Case for Creativity: Demonstrating Its Value to Your C-Suite,” I want to address something head-on: creativity is a business driver. Full stop. The challenge isn’t convincing people that creativity is valuable, the data is there. The real challenge is getting the C-suite to see creativity as essential to business strategy, not just a marketing tool.
Here’s the problem: The C-suite is often more focused on quarterly numbers than long-term brand health. And it’s understandable — pressure to deliver immediate results is high. But focusing solely on short-term wins can undermine a brand’s long-term potential. Take Apple’s approach. With every product launch, Apple focuses not just on features but on an emotional connection with its users.
The company’s creativity in building a seamless user experience across all products has made it the most valuable brand globally, now worth close to $500bn according to Interbrand’s Best Global Brands report. The consistent creative investment in its brand is what keeps Apple at the forefront of its industry, proving that creativity leads to sustained business impact.
If your brand isn’t standing out, it’s falling behind. It’s as simple as that. In a world where consumers are bombarded with choices, creativity is what makes a brand memorable. But more than that, creativity drives business growth.
Look at the numbers: McKinsey research shows that companies with strong creative strategies grow their revenue two times faster than their competitors. Creativity leads to market differentiation, stronger customer loyalty, and more engaged consumers. These aren’t just nice-to-have outcomes; they’re critical for any business that wants to survive in a fast-moving, competitive market.
What’s often overlooked is that creativity isn’t just about being flashy or bold—it’s about solving problems in a fresh, innovative way. As Harvard Business Review highlights, “creative businesses are more agile and better able to handle disruptive market changes,” making them more resilient in the long term. This resilience is crucial when facing industry shifts, competition, and evolving consumer expectations.
An example of creative impact driving both cultural relevance and business results is Google’s #BetterWithGemini campaign in Egypt and Saudi Arabia, developed by Impact BBDO. This campaign didn’t just showcase a generative AI tool, it brought it to life in ways that felt personal and practical to local audiences.
By analysing YouTube and Google Search data, we discovered that ‘lifehack’ content consistently ranked in the top 10 most viewed categories for Egyptian youth. This insight guided our creative strategy: position Google Gemini not just as an AI tool, but as the ultimate life hack, an enabler of ambitions.
We did some research and talked to early users so we could align the campaign with Gen Z’s need for efficiency, showing that Google Gemini isn’t just smart, but a practical, everyday solution that fits seamlessly into their lives. “Better with Gemini” encapsulated the campaign’s core message — that Google Gemini empowers users to achieve impressive results more efficiently.
It tapped into Gen Z’s desire to outsmart the system and make the impossible look easy, positioning Gemini as a daily essential by addressing their ambition and need for practical solutions. This approach drove strong adoption and engagement, turning challenges into opportunities. The campaign was well received, with a 19-point increase in aided awareness in Egypt, a 6-point increase in KSA, and over 25 million engagements.
One thing is clear: creativity is no longer optional. It’s a competitive advantage. Brands that embrace creativity will lead the pack; those that don’t will fall behind. And the data backs this up.
So, what’s next? The brands that succeed will be the ones that prioritise creativity not just in their campaigns but in their overall business strategy. Creativity is a long-term investment that pays off exponentially over time. The challenge now is getting leadership to see that.
by Ghassan Kassabji, CEO, Impact BBDO Group – UAE
