The Chief Marketing Officer of the Project Management Institute, Menaka Gopinath, tells OGHENOVO EGODO-MICHAEL about the place of project management in today’s world. Looking at the gap between creativity and execution in project management, what does it take to have a good idea? Leaning into curiosity is key. If one wants one’s audience to think about new possibilities, as marketers, one needs to hone this important skill by oneself.
Learning how to ask questions and to collaborate in this way helps one to see situations with fresh eyes, and even challenge the status quo. A great example of this is The Art of Hack campaign for Samsung. It combined humour and a unique tax-based discount on art to drive record sales in Spain for its Frame TV.
Why is it so hard for many people to translate their ideas into action? It is important to be intentional about the creative process. But, we need to take the time to slow down to move fast. Teams need to make space to think deeply and fuel that creativity, but it’s difficult to do so in today’s marketing environment, where execution is becoming even more complex.
Marketers and agencies are working across a record number of channels, collaboratively across cultures and time zones. And, they are trying to do all of that at a dizzying speed, so that they can leverage moments in time for maximum impact. But, if only they would slow down to learn different ways of working, they can free up more time for the creative process.
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