ÜberCreativity

It is a higher form of innovation that happens when diverse disciplines, cultures, talents, media and data collaborate and interplay.
Unlike an integrated approach which happens chronologically, hierarchically and often generically, ÜberCreativity draws on all ingredients at once uniting an energy that creates a bang; like a breakthrough lab explosion. It delivers right through the ideas journey that have more cultural and business impact.

As a pioneer of culture creation amplified by tech I had been living this approach across my work for years, however it wasn’t until I joined Serviceplan that I was able to coin the phrase. Although its House Of Communication structure had been (and still is) the pillar of their success, by purposing every member of the 6000+ colleagues as symbiotic to the final creative product of or expression of the agency.

Serviceplan now uses as a guiding principle of their Houses Of Communication all around the world. It has been attributed as part of the acceleration of their business including their breakthrough to number one Independent Agency Network across multiple festivals.