David Kenny on How to Manage Creatives
Kenny is Chairman and CEO of Digitas and is a member of the Publicis Groupe Executive Committee, the P12. He leads the Group's overall digital and interactive strategy. Beginning with his appointment as CEO in 1997, Kenny has led Digitas through a decade of evolution and growth to an industry-leading position in digital and direct marketing services. Prior to Digitas, Kenny was a senior partner in the global strategy consulting firm Bain & Company from 1991 to 1997. He was named to its Policy Committee in 1995 at the age of 33. Prior to his consulting career, Kenny held marketing and strategy positions with General Motors Corporation. Kenny holds a B.S. from the General Motors Institute (Kettering University) and an M.B.A. from Harvard Business School. He is a board member for Teach For America and a director of The Corporate Executive Board.
Kenny: Well, I always say, if you look up “create” in the dictionary, it means to do something for the very first time, to be original, and I love creativity, I love new ideas, I love originality, and we have to foster that and celebrate that and take a lot of risk to get that done. At the same time, if you look at making money in the world, making money is about finding something creative and then replicating it without changing it, because if you’re always changing and you’re always creating, you can’t ever catch up. You’re always spending new money to create something new, and I think this balance of creation and replication is always the challenge, because we have to figure out when we’ve got an idea that’s good enough, that we should just replicate it, and when we want to constantly be creating new ideas, and that balance of creation and replication is probably the hardest thing we’ve got going in our business.
David Kenny talks about ways to direct abstract thinkers.
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In truth, so much of what happens to us in life is random – we are pawns at the mercy of Lady Luck. To take ownership of our experiences and exert a feeling of control over our future, we tell stories about ourselves that weave meaning and continuity into our personal identity.
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