Building a Creative Culture that Works For Different Personalities (and in Different Locations)

Slides from my talk at the 2026 Digital PR Summit, on all creative culture, and how to get the best ideas from your team - be it in person or remote.

Transcript

1. Hi, I’m Richard… Creative Director @ Propellernet
6. me in 2014
11. The quietest people in the room can have the best ideas
12. The quietest people in the room can have the best ideas
13. Anyone can have the best ideas
14. works for introverts works for extroverts
15. works for introverts works for extroverts
16. How do you build a creative culture that works for introverts , extroverts , everyone in between and wherever they might be?
17. 1. Leaders 2. Process 3. Fun
18. 1. Leaders 2. Process 3. Fun
20. “Your job is not to control the outcome. Your job is show up, stay present, and honour the process” - Rick Rubin 1.
21. “Your job is not to control the outcome . Your job is show up, stay present, and honour the process” - Rick Rubin Don’t be the first to speak up and give opinions
22. “Your job is not to control the outcome . Your job is show up, stay present , and honour the process” - Rick Rubin Don’t be the first to speak up and give opinions Actively get the ’quieter’ voices involved in conversations
23. “Your job is not to control the outcome . Your job is show up, stay present , and honour the process ” - Rick Rubin Don’t be the first to speak up and give opinions Actively get the ‘quieter’ voices involved in conversations Keep the energy up!
24. “Your job is not to control the outcome . Your job is show up, stay present , and honour the process ” - Rick Rubin Don’t be the first to speak up and give opinions Actively get the ‘quieter’ voices involved in conversations Keep the energy up! Avoid Mondays if you can Avoid Friday afternoons like the plague Mid -morning is generally best
25. “Collaboration starts when ego steps aside ” - Rick Rubin 2.
27. linkedin.com /in/mark-perkins linkedin.com /in/daniel -da -costa
28. “We usually get to a point before we get into the studio where there isn’t that sense of anxiety or nervousness ” - Rick Rubin 3.
29. Creativity is about being vulnerable (and weird )
30. Creativity is about being vulnerable (and weird ) so be vulnerable (and weird)
33. 1. Leaders 2. Process 3. Fun
34. works for introverts works for extroverts THE CREATIVE PROCESS
35. Brainwriting Brainstorming THE CREATIVE PROCESS
36. Brainwriting Brainstorming THE CREATIVE PROCESS
37. THE CREATIVE PROCESS Briefing & initial brainstorm Solo ideation Ideas written up & added to a shared doc Group discussion Rapid ideation against insights identified in brief Approx. 5 days Aids self -critique & headline generation Gives clear sense of standout creative Everyone shares & notes circulated Can also pair up/discuss Full group has sight of ideas shared Forum for presenting, builds & feedback > > >
38. THE CREATIVE PROCESS Briefing & initial brainstorm Rapid ideation against insights identified in brief Everyone shares & notes circulated
39. THE CREATIVE PROCESS Solo ideation Ideas written up & added to a shared doc Group discussion Approx. 5 days Aids self -critique & headline generation Gives clear sense of standout creative Can also pair up/discuss Full group has sight of ideas shared Forum for presenting, builds & feedback > >
40. works for introverts works for extroverts
41. Either all in -person or all remote Outlaw the mute button AND/OR Encourage the raise hand function
42. “Collaboration starts when ego steps aside” - Rick Rubin
43. “Collaboration starts when ego steps aside” - Rick Rubin = Everyone has a say in this process
44. “No, this is how we’ve always done it” - Not Your Friend
45. 1. Leaders 2. Process 3. Fun
46. The importance of filling your ‘creative cup’
51. Dream clients
52. Dream clients no surveys no f* cking maps no search data must use talent must have a video element must tie in with Christmas must have experiential element
53. One final thing:
54. Give credit
55. 1. Leaders 2. Process 3. Fun • Lead by giving others a voice before yours • Lean on external experts. (You don’t need every answer) • Make vulnerability & honesty the norm • Utilise brainwriting AND brainstorming • Agree on some simple Zoom etiquette • Give everyone a say in the creative process • Keep the creative cup full & lean on varied interests • Find ways to think outside of the day -to-day to curb boredom • Create a credit -giving culture !
56. richard@propellernet.co.uk linkedin.com /in/rjohnp tiktok.com /@rupertthelittlebear