Unconventional Ideas are more Sensible than You Think

Global Chief Creative Officer at Grey, Gabriel Schmitt, shared insights on the importance of creative ideas with strong business reasons behind them at this year’s Dubai Lynx festival. Schmitt emphasized the need for creative agencies to focus on solving real business problems for their clients.

According to Schmitt, agencies should prioritize understanding and addressing the business issues their clients are facing rather than simply relying on briefs. By spending more time discussing these problems with clients, agencies can build trust and develop solution-first ideas that truly meet the needs of the businesses they work with.

Schmitt’s impressive track record includes multiple prestigious awards for campaigns such as Burger King’s ‘Whopper Detour’ and Michelob Ultra’s ‘Contract for Change’. These campaigns demonstrated the power of creative thinking in delivering tangible business results.

During his time working with Burger King, Schmitt cultivated a reputation for out-of-the-box marketing strategies, like the Whopper Detour stunt that used geofencing to drive customers to Burger King locations. This campaign resulted in over 1.5 million app downloads for the fast-food chain.

Schmitt stressed the importance of aligning creative ideas with business objectives, highlighting the need for creative professionals to be more business-oriented and vice versa. By bridging the gap between creativity and business acumen, agencies can deliver innovative solutions that drive real results for their clients.