Ghassan Kassabji, CEO, Impact BBDO Group – Dubai on the need for creativity in strategies, beyond campaigns.
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
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