Hall BEE | Friday | 3:45PM
Creative people always have to show their work to rational people for approval — but that never happens the other way around. Rory Sutherland, Ogilvy advertising legend and TED Talk superstar, explained at DK2023 the various asymmetries that exist in the creative industries. This got us thinking: are creativity and business really on bad terms? When trying to uncover the meaning of words like creativity, ideas, or design, one common thread emerges — innovative and fresh perspective. Conversely, words like business, profession, or corporation often conjure images of a money-driven, rigid, and complex world. Doesn’t sound very fresh or innovative, does it?
However, in today’s world, creativity — once viewed as distinct from commerce — is recognized as a source of inspiration and insight for businesses. From the principles of design thinking to disruptive business models, creative ideas are at the heart of all business growth. Despite this symbiotic relationship, a lingering question persists: why are creativity and business somehow still at odds?
This session brings together visionary leaders, industry disruptors, and creative thinkers to challenge the dichotomy that separates the pursuit of innovative ideas from the drive for financial gain. Nikola Žinić (Co-Chairman and Chief Creative Officer, Bruketa&Žinić&Grey, HURA and IAB Croatia Member — CRO), the moderator, Dushan Drakalski, who will join virtually (Executive Creative Director — MKD), Maro Pitarević (Creative Director, Real grupa, HURA and IAB Croatia Member — CRO), Janez Rakušček (Executive Creative Director, Luna\TBWA Ljubljana — SLO), Lazar Sakan (CEO, New Moment New Ideas Company — SRB), and Zvezdana Žujo (Director, Communis — BIH) will tell you at DK2024 all about the great divide between business profit and creative passion — and who will prevail.
