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How to build a Creative Culture in your company | with Paloma Azulay

One of the great dilemmas of modern marketing is figuring out how to create a culture that values creativity within the most diverse departments of companies.

And one of the main success stories in this respect is undoubtedly one of the best known brands in the fast-food universe: Burger King

The brand has recently been building a creative culture that values great ideas, relevant projects and is not afraid to take risks. 

Consequently, it has been reaping the rewards of this with record engagement with each campaign launched.

And no one better than Paloma Azulay, Burger King's own new Global Chief Brand Officer, as well as other brands like Popeyes & Tim Hortons to help us find that path. 

In today's post, we're going to list 3 of the key learnings we gleaned during this chat that will help you create a culture that is truly creative in your company.

Put on your headset and enjoy the reading! 

About the guest: Paloma Azulay

Paloma Azulay has dedicated much of her career to one of the biggest and most loved brands on planet earth: Coca-Cola

It has been over 14 years of many stories and countless challenges. 

At the world's most famous soft drink brand, she started as an intern, rising to the position of Creative Excellence Director for Europe.

Paloma also led Global Marketing at Tim Hortons and Popeyes, two giants of the fast food universe for a few years. 

She is currently heading the most famous chain of the holding Restaurant Brands International (RBI) as global brand director of Burger King, taking over the position left by the also Brazilian Fernando Machado.

Read on and listen to the full episode at the end of the text!

1) Define the problem

In any creative process you need to have a clear definition in mind: every idea is in service of a specific problem. 

And if you're not clear what the problem is that your brand sets out to solve, how will you know if the idea that's been created is the best answer to boost your product or service? 

So don't just invest time in this step of the process. You need to go deep and find out, above all, what is the root of this problem. 

What are the main factors that are stopping your brand from growing exponentially? 

As much as it may be a waste of time for many, trying to sum up your brand's main problem in one line is a key task in the creative process. 

This care with the problem definition will save you a lot of rework up front. Because in some cases, marketers are under the false impression that they know what the brand's real problem is.

But most of the time, they are clueless.

It is at this stage of the process that we should spend efforts on well targeted research, understand what is being said about your brand and, above all, analyse the most relevant cultural movements.

2) Know your audience

To ensure that great ideas cause true identification with a particular audience, you need to know who you are talking to.

One of the most recurring mistakes within marketing departments around the world starts with audience demographic analysis.

For example, when we come across: "I want to talk to 30 to 40 year old mothers". This kind of thinking greatly reduces people's characteristics.

This is a very simplistic way, for today, of analysing the audience.

Today, there are countless styles of mothers in the world, with different motivations and belonging to varied tribes.

We can have a mother who works as a housewife, just as we have the mother who plays video games with her children.

We need, first of all, to understand what kind of content these people consume on the internet.

To understand more about knowing your audience on a much deeper level, read the article where we talk about how Winnin Insights helps creatives around the world achieve this goal.

3) Send a clear message

We need to be sure of what we want to talk to these people about.

Another very common mistake among marketers is wanting to embrace different ideas and talk about several different issues at the same time.

Let's face it, that's almost impossible.

The aim of your brand should be to talk about something as clearly and directly as possible. That in itself is a huge challenge for many brands. 

By having this clear in the minds of your team, with absolute certainty, the creative process will work in a much more focused way.

Extra: Make good briefings 

A good briefing is the first step towards great ideas. So don't rush when producing this material!

A well-done, well-structured and organised briefing is like a surefire resource for the creative team to put the ball in the goal.

And, the consequence of that is being able to create a fantastic campaign for your brand or company.

When you devote the energy required to producing briefings, all the previous tips happen in a more structured way.

In many cases, professionals associate a creative culture with a chaotic company culture.Which we know is not true. 

It is therefore very important to organise this process into rituals, frameworks and tools that help creative teams to create relevant content on an ongoing basis. 

And the briefing is fundamental in this story.

Final Notes

Combine the three points highlighted here with a good brief and a creative process conducive to great ideas, it is possible to bring together the most important elements to build a truly creative culture.

Transforming your team into a real factory of good ideas. 

Want to check out the full content? You can play the episode below or listen to Creativity Secrets on your favorite podcast platform!

Give it a play! 

Listen to the full episode: