Authentic Voices Demand Creativity

Creativity is the lifeblood to any agency world.

JiYon Rhim, Art Director for Korean advertising agency INNOCEAN, understands this and uses multiple strategies to build a culture that lets creativity flourish.

Meetings are held without hierarchy to encourage all team members to speak their mind. The campaign ideation process should always be grounded in the values of the intended audience. New technologies should be aggressively explored as storytelling techniques.

The goal of creativity, says Rhim, is to find an authentic voice in every campaign. But what should you do when the values of society, or the client, clash with your own? Discover Rhim’s answer and more.

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