Sparks CCO Mike Ellery on Cultivating Creativity
Sparks Marketing
In anticipation of The Drum's World Creative Rankings 2025, experts shared their insights on nurturing creativity in agency settings. Mike Ellery, Chief Creative Officer at Sparks, contributed his perspective on how to create an environment where creativity flourishes.
Culture, Not Comfort: The Foundation of Creativity
Ellery rejects the notion that creative environments are built on superficial comforts. "Creativity isn’t a switch you flip; it’s a culture you cultivate," he asserts. He argues that true creativity stems from a deeper place, rooted in a sense of safety and collaborative spirit.
Embracing Limitations and Celebrating "Crazy" Ideas
At Sparks, constraints aren’t seen as roadblocks but as opportunities for innovation. "We celebrate ‘crazy’ ideas and ask, ‘How can we make it work?’ instead of shutting it down," he shares. This approach encourages experimentation and pushes the boundaries of conventional thinking.
Mike Ellery, CCO, Sparks
Leadership protects creatives from unnecessary pressures, champions bold thinking, and nurtures.
"Creative Collisions": Sparking Unexpected Solutions
Ellery emphasizes the importance of bringing diverse perspectives together to ignite creativity. Sparks' "creative collisions," as he calls them, are ideation sessions designed to spark unexpected solutions by combining different backgrounds, experiences and expertise from the broader world.
Leadership's Role in Championing Creativity
Ellery believes that leadership's role in nurturing creativity is to shield creative teams from stressors while offering the support and resources needed for ideas to thrive. "Leadership protects creatives from unnecessary pressures, champions bold thinking, and nurtures," he emphasizes.
The Creative Ecosystem: Safety, Collaboration, and Constraints
These insights highlight the key ingredients for a thriving creative ecosystem. By fostering psychological safety, encouraging collaboration, and embracing constraints, agencies can unlock the full creative potential of their teams. It's not about the perks, it's about the people and the culture that empowers them.
