SXSW 2022

5 Ways You're Killing Your Creative Potential


Creativity scores have been in decline since the 90’s. The top-grossing movies have been sequels or remakes. Chord structures in music have become homogenized. Schools are cutting funding for the arts. Research underscores this issue, with 7/10 people saying they aren’t creative or acting on their creative potential. And that was before the pandemic. One thing is clear: creativity is under threat. Yet, creativity is a driving force that moves the world forward and is the only true source of sustainable growth for companies. The most creative companies enjoy greater market share and competitive leadership. Join Brent Anderson, Chief Creative Officer of TBWA\Media Arts Lab, Apple’s dedicated creative agency, for an inspiring message of 5 things killing creativity & how to avoid them.

Other Resources / Information


  1. The value of creativity to a brand or organization today
  2. How to avoid the traps many of us fall into that slowly kill your creativity, and keep that spark alive
  3. Inspiration to reframe your skillset and level-up your career trajectory



Marianne Stefanowicz, Chief Communications Officer, TBWAMedia Arts Lab

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2 Design
  • Level: Intermediate

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