Why Creativity Matters is a virtual talk series from Creative Review which aims to demonstrate the key role that creative thinking and design plays for brands and businesses, particularly in challenging times. You can view all the previous talks in the series on demand here.

In this latest talk, we’ll explore how working with artists can be an effective way for brands to engage with audiences, both existing and new. Brands and artists need each other more than ever these days, yet collaborations that are satisfying for both sides can be hard to achieve.

Three expert guests will discuss what it takes to commission great creative work, and what the rise of generative AI could mean for the relationship between brands and artists in the future.

The talk will be hosted by Creative Review’s associate editor, Aimée McLaughlin, who will be joined by BBH London’s chief production officer, Stephen Ledger-Lomas; Nicki Field, global head of artist management at Jelly; and artist and designer Kelly Anna, who has worked with brands including Nike and BMW.

This talk took place on June 14, 2023. It can be viewed on demand by registering here.