“The Key - Quick Conversations on Creativity” Connie Chan (CEO Assembly APAC & Chief Growth Officer Stagwell APAC)

⚒️ “The key to great creativity is that it has to be effective.” ⚒️

Connie Chan CEO of Assembly APAC and Chief Growth Officer, Stagwell Asia Pacific

NB. We’re talking about creativity in marketing here!

Connie Chanhan has judged the APAC Effie Awards for many years...so Connie knows!

For her, the The Key 🔑 to great creativity is a blend of art and science: great insights drive the creativity, but we also need to understand what drove the results.

⚡ Was it the marketing, or would the product have sold anyway?

It’s such an important question when evaluating a campaign’s effectiveness.

And it made me think beyond any one campaign.

If the creativity our industry produces didn’t change perceptions or drive business, where would that leave us?

Effectiveness HAS to be The Key 🔑 !

Thank you, Connie Chan, for sharing your experience and insights in this "Quick Conversation 🎤"