4As Malaysia workshop addresses value of creativity

The workshops on defining the value of creativity were spearheaded by Darren Woolley, founder of Australia-based marketing management consultancy Trinity P3, with a turnout of approximately 100 delegates from the advertising industry.

Its primary objective was to raise creative standards by offering better remuneration, talent development and motivating the local creative environment to produce first-rate work. 

"Creativity is a product, not a service," commented Woolley. "We seem to be trapped in a price-sensitive and undifferentiated market. We can reverse that situation by not thinking about cost and focusing on value. We cannot just produce different work, we need to produce distinctive work."

Meanwhile, Johnny Mun, 4As vice-president, points out that a nagging problem for the industry is the migration of creative talent to neighbouring countries, and warns that this would only hamper Malaysia's economic engine. 

"Creativity must be valued at a level that supports the financial importance of creative initiatives," noted Mun. "We must be at the forefront to drive the creative economy by recognising premium talent and retaining them so that we can prosper the local industry."

"There's a new paradigm where creativity, knowledge and information access drives economic growth and promotes development. In this context, the concept and application of new ideas will fuel innovation and enhance a higher grade of productivity," he added.