Kaizo Live: Creativity in PR

Watch our latest edition of Kaizo Live, where we explored the role of creativity in PR, its growing importance and the ever-growing demand to create new inspiring, exciting and engaging concepts. Kaizo Director Steph Macleod led the panel; inviting insights from Kaizo Creative Director Nicole Love-Lloyd and Daniel da Costa, Founder of Raspberry Ripple, an ideas collective that promises to cut through the vanilla for brands. See the key discussion points below and watch for more insights:

Importance of creativity in PR: Panellists agreed that creativity is paramount when it comes to campaigns, as the most disruptive and different campaigns are the most successful. The old school black book is now in the past, and creativity is how we can cut through on a variety of platforms beyond PR. In 2022 we are demanding more from brands and organisations and consumers want personality and purpose beyond product, so human connection is of vital importance.

What makes a good idea? Surprise, simplicity and authenticity are key. Agencies and brands need to be genuine with their ideas and be conscious of what’s appropriate in the wider context. To create that killer creative concept, scalability of the idea is fundamental.

How to generate ideas: It’s a long-known fact that huddling in a meeting room for a last-minute brainstorm is a thing of the past. The panellists agreed that there is a need for space in the creative process, to incubate individual thinking and clarity of thought, before bringing people back together. This way questions can be asked and a range of stimuli can be used to foster an idea.

There is a need for more structured brainstorms using the right tools, with the discovery phase going beyond the brief to feed curiosity and contemplate on the human problem, as opposed to the business problem presented.

Where do you get insights from? Everywhere – from podcasts and books to Reddit and even the comment sections of online articles. Be present in the living experience and always curious about society, challenging your own point of view to really understand what makes people tick.

Watch the full episode here, hosted by Kaizo Director Steph Macleod. Browse our previous episodes here.