In the latest MAD//Moments interview from this summer’s MAD//Fest, Uncommon Creative Studio’s co-founder, Nils Leonard, told us that the word creativity has lost its meaning

Creative powerhouse Nils Leonard told MAD//Moments that "creativity has become a weak word like hope or care," and is often dismissed in business circles. However, Leonard believes that creativity is one of the transformers of the most profitable businesses on the planet,. Leonard believes “it’s our survival mechanic." Emphasising the importance of collaboration he said, "we're all dependent on each other," and highlighted the urgency of using time wisely: "how we spend our days is how we spend our lives”, whilst saying creatives should not be in the business of “low-cost content."

Watch the full interview and hear Nis’ views on:

  • Creativity vs. Performance:
  • Brand-Driven Creativity
  • Brand and Real-World RelevanceDiverse Perspectives
  • Engagement Beyond Ads

Asking the questions was Tom Ollerton, Founder, Automated Creative.