This is a useful question to ask in any creative context. But it is also a question to ask of the creative agency sector itself.

Why do we allow management consultants, economists and algorithm fetishists to run rampant over all areas of business and governmental decision-making while creative people are confined to a cosy niche?

Over the last fifty years, the creative agency has – ironically – been guilty of signing up to the very self-limiting narratives which we should have been first to explode. How did this happen (not once but several times) and what can we do about it?

This talk features Rory Sutherland, Vice Chairman, Ogilvy UK.

This discussion was conducted at Zee MELT 2019, India’s biggest conference for disruptive marketing practices. Visit zeemelt.com and sign up for latest updates.