Draftfcbhe, first global, fully integrated marketing communications agency, presented “Exploring the Science of Creativity” at the 2011 Cannes Lions International Festival of Creativity, a seminar exploring how creativity works and demonstrating how the tension between science and art can offer unexpected creative solutions that inspire consumers to act. Draftfcb CEO and president Laurence Boschetto welcomed on-stage best-selling author Jonah Lehrer and Matthew Willcox, director of strategic planning at Draftfcb San Francisco and executive director of the Institute of Decision Making, which applies fields such as behavioural economics and neuroscience to marketing communications. Lehrer is the author of “How we decide” and the soon to-be-published “Imagine: How Creativity Works.” He is a contributing editor at Wired Magazine and National Public Radio's Radio Lab. He has also written for The New Yorker, Nature, The New York Times, and The Wall Street Journal. The 45-minute long seminar saw Lehrer provide fascinating scientific background into how the human brain functions creatively, including how to encourage ‘moments of insight', why brainstorming doesn't work and the ideal combination of ‘insiders and outsiders' to make up a creative team.
