“The Key - Quick Conversations on Creativity” Paul Coxhill (President LIONS)

🌟 What is The Key 🔑 to Great Creativity? 🌟

❝ Give creativity the space, and then back it with time, investment and people ❞

Paul Coxhill, COO & President, @Lions

🌴 After (MANY) Quick Conversations 🎤 filmed on the beach in Cannes, this one brought them all together brilliantly.

This time, I went to Lions HQ in London to ask Paul Coxhill "What is The Key 🔑 to Great Creativity?"

🧠 And his extremely informed answer has multiple levels...and research to back it up!

Here is what Paul shared:

1️⃣ Creativity needs space. Space to think. Space to explore. Space for ideas to form properly. That space only exists when leaders actively give permission for it.

2️⃣ Great creativity must be backed. Not just applauded, but backed with time, investment, and people. The work that truly cuts through is the work that organisations commit to consistently over time.

3️⃣ Creativity drives business value. New research with Interbrand shows that sustained creative investment directly correlates with improvements in market capitalisation and profitability. Creativity is not a “nice to have”. It is a growth driver.

4️⃣ Creativity is bigger than the campaign. The most successful organisations understand that creativity runs through product, experience, platform, and culture – not just advertising outputs.

5️⃣ Consistency wins. Paul referenced Apple (winner of Cannes Lions International Festival of Creativity Creative Marketer of the year) as a clear example: evolving executions, but a relentlessly consistent creative platform over time.

💡 Creativity is much bigger than the campaign. It is a strategic agenda item.

🙏 Thank you, Paul Coxhill, for such a clear, evidence-led perspective on why creativity deserves leadership attention, patience, and belief.

🎥 The full “Quick Conversation 🎤” is in the comments.