“The Key - Quick Conversations on Creativity” Ian Flynn (ECD EMEA at PMG)

I was at Google’s London HQ yesterday for a fascinating PMG x Google event called “Engineered for Impact: Creativity Powered by Intelligence.” The fantastic speakers included the robot‑collaborator artist Sougwen Chung, Googlers Antony Hill & Alexina Vallint-Riggs, marketers Matt Reed and Mark Blundell, author & marketer Mark Evans, and PMG’ers Josh Krichefski, Rose Marie Adamo and Ian Flynn, who I had a "Quick Conversation 🎤 " with!

🤖 Ian Flynn had just given a talk on the use of AI in creative development and production, so asking him “What’s The Key 🔑 to Great Creativity?” felt perfect.

💥 Ian's response:

“Creativity isn’t just an output, it’s a process built on behaviours like playfulness, bravery, candour and inclusivity. Divergence comes first, convergence later. If you’re saying ‘it is’, you’re doing it wrong...you should be asking ‘What if?’”

Ian Flynn, EMEA Head of Creative and ECD, PMG

Ian then shared:

1️⃣ Creativity is behavioural

Fostering playfulness, bravery, candour and inclusivity creates the conditions where the best ideas can emerge.

2️⃣ Divergent thinking first, convergence later

“What if?” fuels exploration. Trying to converge too soon kills creativity.

3️⃣ It’s a Collaborative & Social process

Different viewpoints and experiences unlock magic; creativity thrives when people come together without hierarchy to build on each other’s ideas...which manifests in PMG's "Brain Trust" creative collaboration process.

🏂 This all came together in a great campaign for FXCM that Ian talked through when he was on stage, which used AI in creative development and production.

👉 📺 Link to that work

We covered a lot more in our chat...and it turned into more of a “Quick‑ISH Conversation 🎤 ” in fact...

Thank you Ian Flynn for your time and thoughts and PMG team Marc Young for the invitation.