: Sarah Britten chats to Goetz UlmerHow does creativity drive business? How do you inspire creativity in others? In an exclusive series for Bizcommunity, Sarah Britten interviews seven creative leaders from around the world. See them in person at the International Seminar of Creativity in Cape Town on 20 September, which forms part of Loeries Creative Week Cape Town. This week, Sarah Britten chats to Goetz Ulmer, executive creative director at Jung von Matt, Hamburg 1. How important is creativity when developing successful solutions for your partners? To be honest: none out there likes advertising. That's why you have to come up again and again with fresh, interesting, surprising, entertaining, useful - short: creative solutions. 2. What's the most exciting project you've worked on recently? 3. Creativity can be a challenge when you're on deadline, or client has bombed the work, or your team is tired. How do you keep inspiring creative thinking in others? 4. Can you name an example of a brand that has inspired you lately? 5. What's your favourite vacation spot?
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