UNIFY CREATIVE ROUND TABLES

The Industry Challenge:

In an industry brimming with brilliant minds, the biggest obstacle wasn't a lack of ideas but the absence of time and space for these ideas to surface and flourish. Industry leaders, engulfed in their demanding roles, found themselves on a relentless treadmill, lacking the opportunity to pause, reflect, and engage in meaningful dialogue.

Furthermore, the industry was fragmented, with various organisations operating in silos, unaware of the potential synergies that could accelerate problem-solving and innovation.

The Solution:

Initial Engagement and Discovery:

From April to June 2020, UNIFY embarked on a mission to connect with these industry leaders. Through one-on-one calls with representatives from network agencies, independent agencies, SME agencies, trade bodies, brands, social media platforms, and government, we delved into the heart of the industry's challenges. We explored their views on current and future challenges, their passions for change, potential solutions, and the state of communication among key industry players.

Identifying Core Challenges:

These discussions were enlightening, revealing the top eight challenges facing the industry:

  1. Cultural Inclusion: Elevating diverse talent into leadership.

  2. Environmental Impact: Reducing the industry's ecological footprint.

  3. Advertising Relevance: Enhancing the value and relevance of advertising.

  4. Creative Application: Applying creativity to drive business solutions.

  5. Agency Model: Reconstructing agency models for resilience.

  6. Production Challenges: Addressing key issues in production.

  7. Brand Leadership: Demonstrating leadership in uncertain times.

  8. Systemic Inequality: Tackling ingrained inequalities.

The Catalyst Panel Discussion:

The journey began with a pivotal panel discussion on June 23, 2020. This event featured industry luminaries:

  1. Cultural Inclusion: Retaining and promoting diverse talent into leadership roles.

  2. Environmental Impact: Reducing the industry's ecological footprint.

  3. Advertising Relevance: Protecting and enhancing the value of advertising.

  4. Creative Application: Utilising creativity for effective business solutions.

  5. Agency Model: Reconstructing agency business models for better resilience and efficiency.

  6. Production Challenges: Addressing key issues in production and seeking progressive paths forward.

  7. Brand Leadership: Defining the role of brands in 2020's shifting landscape.

  8. Systemic Inequality: Tackling ingrained inequalities within the industry.

This event set the stage for deeper exploration and solution-finding, addressing the question: "How do we, as members of the UK creative sector, move forward collectively during these uncertain times?"

The Evolution into The UNIFY Creative Round Tables:

In response to the panel and the identified challenges, UNIFY launched a series of Creative Round Tables. These tables were designed to facilitate change by creating a safe, innovative space for leaders to connect and discuss solutions. Each round table was focused on one of the eight identified challenges, led by a chair passionate about the topic. The chairs were instrumental in guiding the discussions, helped by a brief from UNIFY that included summaries of previous sessions and targeted questions.

Round Table Topics, Chairs, and Members:

  1. Improving Agency Impact Measurement

    • Chair: Sam Hawkey, CEO - AMV BBDO

    • Members: Angie Gola-Ebue, Beth Freedman, Daniel Kranz, Ilaria Pasquinelli, Sophie Trinder

  2. Open Sourcing Production Best Practices

    • Chair: Steve Davies, APA

    • Members: Elizabeth Diaferia, Gus Hurdle, Kiri Carch Hammond, Flo Clive, Pranav Arya, Valentina Culatti

  3. Reducing Systemic Inequality

    • Chair: Dino Myers-Lamptey, The Barber Shop

    • Members: Afua Basoah, Alison Rattary-Clarke, Iain Preston, Carlos Rodrigues, Ellie Edwards-Scott, Victoria Brooks, James Hillhouse, Metz Bryan-Fasano, Lesley Brady, Maria McDowell, Nathalie Abiodun, Serhat Ekinci, Shanice Mears

  4. Remodelling the Agency Business Model

    • Co-Chairs: Lauren Ogúndèkó, Bicycle; Alex Bennett-Grant, WeArePi

    • Members: Anthony Hopper, Justin Tindall, Simon Hewitt

The Round Table Process and Impact:

Initiating the Dialogue

The journey of the UNIFY Creative Round Tables began with a clear vision: to transform industry-wide conversations into actionable change. Ashley and Charles played a pivotal role in setting the tone for each session, opening with an inspiring speech about UNIFY's mission and vision. This introduction served not only to motivate but also to align all participants towards a common goal.

Structured Yet Dynamic Discussions

Each round table was meticulously structured to maximise productivity and focus. We prepared a detailed brief for every session, which included a summary of the discussions from previous sessions and a series of thought-provoking questions. These questions were designed to delve deep into the challenges at hand and to stimulate creative, solution-oriented thinking. The chair of each table, chosen for their passion and expertise in the topic, was responsible for guiding their group through these questions, ensuring that every voice was heard and every perspective considered.

Collaborative Environment

The round tables were more than just meetings; they were collaborative think tanks. Held from July 2020 until September 2021, these sessions brought together leaders from across the industry, each contributing their unique insights and experiences. The format of the round tables encouraged open dialogue, with participants feeling safe to share their ideas and challenges freely.

Recording and Analysis for Continuity

To ensure continuity and progress, each round table was recorded. Our team meticulously analysed these discussions, extracting key insights and action points. This analysis was crucial in preparing the agenda for subsequent sessions, allowing us to build on previous discussions and move steadily towards tangible solutions.

The Final Synthesis

Each round table event, lasting two hours, culminated in a collective sharing session. In the final 15 minutes, we reconvened all participants, and the chairs shared summaries of their group's discussions, highlighting potential solutions and action plans. This synthesis allowed for cross-pollination of ideas and fostered a sense of collective achievement.

Tangible Outcomes and Industry Transformation

The impact of the UNIFY Creative Round Tables was profound. These sessions were instrumental in creating a space where innovative solutions were formed. Participants left not only with new ideas but also with the motivation and connections to implement these ideas within their organisations. The round tables catalysed new partnerships between organisations, trade bodies, brands, and social platforms. They became a breeding ground for change-makers, reshaping opinions and approaches within the industry.

A Direct Solution - 'How I Became' Podcast

One of the most tangible outcomes of these discussions was the creation of the 'How I Became' podcast. This initiative directly addressed the challenge of systemic inequality in the creative industry, providing a platform for leaders from diverse backgrounds to share their success stories and strategies.

Conclusion

The UNIFY Creative Round Tables, spanning from July 2020 to September 2021, represented a groundbreaking approach to industry collaboration and problem-solving. By providing a platform for open dialogue and action, UNIFY played a pivotal role in shaping the future of the industry, turning ideas into tangible solutions and fostering a culture of collaborative innovation.