The New P&L speaks to Heide Cohu, founder, Studio of Art & Commerce

Creativity and creative thinking have long been undervalued and under-utilised assets for businesspeople and leaders, even though in recent years they have consistently featured near the top of numerous lists of the most valued attributes desired by business leaders. This is often because there is a wide gulf between the expressed need of leaders for creativity/creative thinking in their organisations and their active adoption of an approach that would see creativity weaved into the core of an organisation’s thinking and operational delivery. On this week’s episode, we speak with Heide Cohu, founder of the influential London marketing & brand experience agency, Studio of Art & Commerce. Heide has delivered some of the most eye-catching platforms for brands in recent years, including winning a BAFTA for best short film for Bacardi - a first for a brand-created film, leading the global communications and media output for Red Bull’s Stratos project - the most watched live stream event in history, as well as producing an Emmy-winning Documentary with the BBC & National Geographic. We discuss with Heide why now is the time for leaders and senior management teams to be more creative and courageous in their thinking and actions than ever before; the paradox of transparency and data in a brand's relationship with its customers; the perennial challenge that marketing and advertising industries have with opening themselves up to becoming much more inclusive and what this means for creativity; and what the future holds for the relationship between brand and consumer in a world driven by technology but increasingly embraced by a desire to understand more deeply ‘what it means to be human’. You can learn more about Heide and her team by going to: www.studioartcommerce.com