ideas in the use and application of the tools , Kenya included . We have also been honored to speak at several festivals around the world like Spikes Asia , Eurobest , Dubai Lynx , and others including the Cannes Lions . The Cannes Lions have now approached us for a collaboration with their key clients because they see the value .
What key challenges are you facing in rolling out your services to the various markets ? What in your view would give you more impetus to deliver on your mandate ?
The biggest challenge is always convincing a person that creativity can be trained . People believe that you are either creative or not . Others believe that creativity is the business of the creative agency and in the agency they will tell you that creative is the business of the creative department . People don ’ t understand that a level of creativity is needed in every aspect of a company . Some do , but many have this misconception . In addition some may understanding the need for creativity in decision making but do not give it that much importance , and this is why many companies suffer . Their offering is not that different from their competitors in the minds of consumers . Creativity would make all the difference in creating an innovative culture , excelling and connecting in the minds of consumers .
How have you tried to overcome this problem ?
Proven results . The more people get to use our tools , the more the word spreads . Yes we do market ourselves through attending festivals like Cannes Lions , Spikes Asia and partnering with big marketing publications and events , but the thing that works best for us is results . When people hear from their peers how successful the methodology was , they approach us . Our growth is mostly dependent on recurring clients and word of mouth . This is the best advertising one can do .
What is Mindscapes ’ role in the journey to ensure the dream of achieving professionalism in marketing and advertising industry .
Our role or impact is modest . We are small and as much as we have been in many parts of the world , we are still not known in most parts of the world . However where we have worked for many years , like Europe , where we have worked for 15 years , there are cases where the whole market is familiar with us . A good example is Romania , one of the ex-communist countries , very conservative . We got in when they opened up . Now , we are known by probably all agencies and clients . The country has made a big shift and is one the creative hubs in the region . Many awards have been won from Romania and the country now attracts a lot if top creative talent from around the world because it ’ s known that in Romania , you can do what will not be done elsewhere , and the reverse is now the case . Romanian creatives are in high demand in other parts of the world . Many will say we have played a key role
in enhancing the creativity in Romania . That ’ s one example and I am sure similar impact has been felt in other markets , to some extent . We need to realize that enhanced creativity improves the overall marketing impact . Creative is not an end in itself , but a means to more effective and successful marketing , sales , and brand building efforts . They work hand in hand !
Indeed its difficult times and marketers are feeling the brunt of budget cuts and job insecurity . How can Mindscapes help marketers navigate this uncertainty ?
This is when creativity is needed the most . If you think about Creativity , it ’ s about doing more with less resources . Creativity is not needed when we have all the resources we need . When we are faced with challenges and barriers , we are
10 MAL41 / 21 ISSUE