Ecem Erdem: ”Great creative ideas don’t age like milk!”

From your global perspective, are there any key creative elements that consistently drive brand growth across markets and categories?

– There isn’t really a universal recipe for the “perfect” ad, but some principles hold true across markets and categories. One of the most powerful drivers of creative effectiveness is emotional connection. If you can make people feel something, whether through humour, nostalgia, empathy, or any other creative tool, you’ve already won half the battle.

What matters most isn’t which creative tool you use, but how you use it. The best ideas are grounded in a deep understanding of the audience and brought to life in a way that’s authentic to the brand. When creativity connects emotionally, stays true to brand, and remains consistent, that’s when you see real, lasting impact on brand growth.

I think consistency is sometimes misunderstood as mere repetition, which might be why some still shy away from it. […] When done well, consistent creative isn’t repetitive, it’s recognisable.

What’s one common misconception about creative effectiveness that you wish more marketers understood — and what should they do differently as a result?

– That consistency limits creativity and that you always need a brand new creative idea. I think consistency is sometimes misunderstood as mere repetition, which might be why some still shy away from it. But creative consistency means staying anchored to a core idea and, when needed, finding fresh ways to express it. When done well, consistent creative isn’t repetitive, it’s recognisable. It acts as a brand cue and helps build meaningful connections over time. (Marmite ads with different executions of the ”love it or hate it” core idea over decades is a great example of this and a personal favourite!)

Brand building doesn’t happen overnight; it requires consistent feeding. And great creative ideas don’t age like milk!

In an increasingly tech-driven world, where AI and automation are reshaping our industry – what inspires and fuels your own creativity on a personal level?

– In my own experience, creativity isn’t something that happens, despite tech advancements. On the contrary, they often help me be more creative. I wasn’t blessed with the kind of structured brain where ideas flow neatly like a calm river. Mine is more like a tornado, everything, everywhere, all at once. AI and automation helps bring some calm to that chaos. It frees me to create without worrying too much about structure or streamlining, at least at the beginning.

And as for inspiration – I know it’s not unusual, but it’s mostly humour in any form, especially the absurd kind, and sometimes it’s as simple as a meme.

Tom Beckman: ”En av mina favoritdefinitioner är att kreativitet alltid är uppror”

Under din tid på Weber Shandwick har ni rankats som världens mest kreativa PR-nätverk flera gånger om. Vad bygger era framgångar på?

– Dels för att resten av PR-branschen har varit dåliga på att bygga kreativ kapacitet och kundrelationer som möjliggör intressanta kampanjer. Dels för att vi har byggt en platt organisation inom den globala kreativa avdelningen som säkerställer engagemang, ansvar och ambition.

Vad tycker du kännetecknar kreativitet 2025?

– Inom marknadsföring är meme:ifiering det största gravitationsfältet. Det vill säga att varumärken försöker efterlikna innehållet i dina reels snarare än innehållet i traditionell media.

Vad inspirerar och driver din egen kreativitet i år?

– Det finns många definitioner av kreativitet. En av mina favoritdefinitioner är att kreativitet alltid är uppror. Det vill säga bryta mot mönster, mot normer, bryta mot konventioner. Och jag tror att just detta år skulle tjäna på att fler ifrågasatte mer.