PwC’s CMO, Matthew Lieberman, Shares Tips to Amplify Creativity for Marketing Leaders
In a fast-evolving landscape of marketing technology enhancements, generative AI, and the availability of data, it can be easy to overlook the importance of human creativity in marketing. Matthew Lieberman, the Chief Marketing Officer at PwC, emphasizes the need for marketers to embrace creativity and leverage technology and data to achieve a balance of art and science.
Lieberman suggests three key ideas to help marketing leaders nurture creativity within their teams.
1. Make Tech and Creativity Allies, Not Alternatives:
Tech and creativity should complement each other. Generative AI can liberate marketers from non-creative tasks and enable them to visualize their ideas quickly. By using marketing technology to design data-driven campaigns, the impact of creativity can be amplified. Lieberman refers to this approach as “human-led, tech-powered,” where technology supports the work of marketers and enhances their impact.
2. Show the Money:
Investments in marketing technology are important, but Lieberman advises marketing leaders to strike a balance by allocating more resources to creativity. This may involve reallocating budgets to hire top creative talent and ensure collaboration between technology specialists and traditional marketers.
3. Give Time – and Credit:
Lieberman stresses the need to provide time and incentives for marketers to focus on creativity. This can include setting aside time for creative pursuits, offering financial rewards, or organizing contests to encourage innovation. PwC’s team has implemented a “creativity quest” to foster competition and recognize the impact of creative ideas.
Ultimately, Lieberman emphasizes that marketing is about people sharing ideas with others, which requires creativity, empathy, and imagination. As emerging technologies continue to shape the marketing landscape, it is essential for marketing leaders to empower and amplify the creativity of their teams.
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