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Podcast Creativity Marketing

Exploring corporate creativity: lessons from starting an agency podcast

By Charli Edwards, Creative Director

Cavendish Consulting

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The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

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May 31, 2022 | 5 min read

BECG creative agency LoveThat has released a new podcast discussing all things design, digital and video. The bi-weekly podcast features guests and colleagues for a casual but insightful chat about the wonderful world of creativity. Here, LoveThat creative director Charli Edwards shares her monthly round-up of insights from the podcast, using LoveThat’s own launch as an example following her conversation with head of video Mark Darlington and head of technology Marcio Juarez.

BECG creative agency LoveThat launches a new podcast series and shares its lessons.

BECG creative agency LoveThat launches a new podcast series and shares its lessons

And just like that, we were live

To complement our existing business, we wanted our creative offering to have its own voice and promotional platform. Within the business group, each individual brand complements the others, allowing them to operate independently – and to come together to create integrated services that deliver great value.

But what we were missing as a creative team was a stage to tell stories and evoke emotion with our clients and their audiences where we could really shine.

It was important to us to be able to promote a wider range of creative avenues more authentically, and to make clients confident that we understand what they’re trying to accomplish. Since design and creativity stir emotions, the podcast revolves around what the LoveThat team are passionate about: thoughts on the industry and hot topics, giving an unfiltered account of what goes into projects and the importance of passion in creativity.

Passion does unite us

The key to the success of our repositioning was team buy in. We ensured everyone was in on the journey without it becoming ‘death by committee.’

Taking the time to empower individuals in areas they’re genuinely passionate about leads to a higher quality of output and morale boost. It also speeds things up: when you love doing something you don’t want to stop, and that’s exactly the mentality you want in a team, whether it’s a project or a behavioral change.

Corporate creativity?

Not every design is for the latest hot product, and not every company operates in that circle. So why is it, when we think of creativity, that the corporate environment is at the bottom of the pile? Our experience has led us to understand that the opportunity to be creative is in the understanding of your clients’ world. What’s at risk if you get it wrong has to be weighed against what’s up for grabs if you get it right.

Trust is paramount, and building client confidence and relationships over time instead of a quick fix can unlock opportunities and success for both.

The story is your sales pitch

Ever watched a movie where the plot made no sense? The same thing goes for creative solutions: the journey is important as it allows you to set the scene, prove you’ve done your homework and build excitement.

Sometimes in the rush to have a finished asset, or when there’s a tight deadline (or budget), we can miss out on or shorten the discovery phase. But this isn’t where time should be reduced. By understanding (and I mean really understanding) your objectives, audience and environment, you can streamline the final outcome, or open new conversations with your clients to decide if the approach really is the right one.

You look like you’re a...

Understanding and embracing diversity and inclusivity is demanded now, and that’s a good thing, but how many of us still fall into the trap of stereotyping or having doubts about being our authentic selves in our working lives? Wearing a suit doesn’t make you an excellent boss any more than having pink hair makes you unprofessional. Encouraging people to be truly authentic unlocks confidence and creativity that allow for new perspectives and fresh ideas.

Listen or watch the full podcast episode here.

Podcast Creativity Marketing

Content by The Drum Network member:

Cavendish Consulting

Creativity that counts.

Creativity is your secret weapon. It can educate, challenge and motivate. It can turn ordinary into extraordinary, and your audiences...

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