Zig When They Zag: How Creativity Can Change Consumer Mindsets

The Business Manual and Merlee Jayme discuss the larger role of creativity in business. Beyond marketing, how can creativity make a difference in consumer behavior, leadership, social responsibility, and innovation?

Creativity and business have always been strange bedfellows. Long employed in marketing and advertising, creativity in business hasn’t wandered far from the borders of communication arts. And yet to the world’s top creatives, creativity can have a much broader role–in online ads, yes, but also in product innovation, in management leadership, in social responsibility, and even in defining your organization’s identity. 

For Merlee Jayme, creativity is everything. As one of the country’s–and the region’s–top creative directors she has won an impressive collection of advertising award hardware, everything from Cannes Lions to Clios to One Show awards. At the same time, as Chief Creative Officer of Dentsu Asia Pacific and as Chairperson of Jayme Syfu Group, she has displayed creativity in leadership throughout her career, winning numerous Agency of the Year awards along the way.