“The Key - Quick Conversations on Creativity” Dev (Global COO WPP)

💡 "One of the keys to great creativity is to be human... because we're born creative. Don't ever forget your fundamental humanity." 💡

Devika Bulchandani (Dev), Global COO, WPP

I'm still sharing my " 🎤 Quick Conversations from Cannes 🌴 " back in June... and yes, we're now into September, but the wonderful thing about these conversations is that they're seasonless.

🙏 I was fortunate that so many brilliant people generously gave me their time to share their views on creativity, leadership and our industry. Those perspectives deserve to be shared, and I want to make sure every one of them sees the light of day. (And to those who are still waiting... your conversation is coming!)

This one was with Devika Bulchandani, Global COO of WPP, on the WPP Rooftop at Cannes Lions International Festival of Creativity.

As always, I asked one simple question:

"What is The Key 🔑 to Great Creativity?"

Dev's answer was wonderfully simple...

1️⃣ Be human ❤️

"We're born creative."

Technology, AI and every new tool we invent are exactly that... tools. They're instruments. Without the human behind them, they're nothing. Creativity starts with our humanity.

2️⃣ Exceptional Creativity comes from specialists 💭

Every one of us can have creative ideas. The difference is that truly exceptional creative people know how to craft those ideas into something extraordinary.

As Dev put it, she knows when she has an idea, but she also knows when to bring in the brilliant creative talent around her to make it magical.

3️⃣ Great creativity solves real problems 🚀

Dev shared three brilliant examples that did very well at Cannes:

🍫 KitKat Heist: Turning a genuine product theft into a global participatory campaign.

🧴 Vaseline Verified: Listening to how people were really using Vaseline, validating safe uses and even creating products inspired by the community.

📱 POS SOS for BCP (Banco de Crédito del Peru): Simple technology solving a real banking problem when your phone has been stolen.

3 different campaigns

3 different brands.

One common thread...

Creativity by human talent and human problems at the centre.

Thank you, Devika Bulchandani, for such an insightful conversation, and for such a positive take on creativity and how it requires humans!