“They Key - Quick Conversations on Creativity”: Ewa Moxham (Marketing Director Yoplait UK)

❓What is The Key 🔑 to Great Creativity❓

❝ Freedom, trust, and confidence.

Start with a framework, but allow space to explore outside it. ❞

Ewa Moxham, Marketing Director at Yoplait UK

It was great to catch up with Ewa Moxham at the Cannes Lions International Festival of Creativity at The Marketing Society event, to have a “Quick Conversation 🎤 in Cannes 🌴” and hear her answer to the question:

👉 What is The Key 🔑 to great creativity?

Here is what Ewa Moxham shared:

1️⃣ Creativity needs structure: A clear brief provides focus.

2️⃣ But sometimes, the strongest idea starts life as the unexpected one.

The #PetitsFilous "Mugshots" campaign from Yoplait UK by isobel was born from a secondary idea that did not tick every box… at first.

3️⃣ With trust and confidence between the Yoplait team and isobel, that idea grew into one of System1’s highest-scoring campaigns ever (4.9!)

4️⃣ Honest relationships give teams the space to push boundaries and that is where powerful creativity happens.

🤝 “It only works if you build a trusting relationship where you can have real conversations about where to push and where to hold the line.”

🙏 Thank you Ewa Moxham for your clarity, and a fantastic example of structured freedom in action, with such a great result!

🥶 ps. A freezer of #FrozenFrubes would have been very useful in that Cannes heat!!

🎥 Link to the full Quick Conversation 🎤 is in the comments.

👀Petit Filous "Mugshots" work from Isobel: https://www.isobel.com/work/petits-filous-mischief-makes-us

#QuickConversations

#TheKey

#Creativity

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#CreativeConfidence