“Creativity is the future’s superpower”

“Creativity is the future’s superpower”

Having been at Saatchi & Saatchi for 19 years, Kate Stanners has been pivotal in transforming the agency. As Chairwoman and Global Chief Creative Officer at Saatchi & Saatchi, she has driven the agency’s spirit of Nothing Is Impossible to “deliver impossible outcomes and revolutionise clients’ businesses”.

Based at Saatchi & Saatchi’s London headquarters, Kate oversees the agency’s creative output, and will be speaking at this year’s Dubai Lynx which takes place on 5-6 March. She spoke to Campaign Middle East editor Justin Harper about great ads, AI, creativity and more.

JH: So what excites you about the world of creativity now?

KS: If you’re asking me about creativity then I would say that I believe that creativity is the future’s superpower. The world has many problems right now. We need to use our creativity to solve them.

The proliferation of content needed for brands to properly have impact in the right channels is hugely exciting as it allows us to experiment with different ways to create and make.

Data can give us a greater understanding of audience and their communities so that we can be acutely specific in our execution. Technology can help us innovate and make work that we hitherto never thought possible.

JH: