22nd February 2012
The dynamics of dreaming and exploring can be both drivers of internal culture and commercial differentiators.
FITCH’s Chief Creative Officer and President of the Design Jury for Eurobest 2011, Tim Greenhalgh, looks at how a less formal approach can liberate the creative process. He examines how brands and retailers are adopting the serious business of Play and promotes the dynamics of dreaming and exploring as both an internal culture – and commercial – differentiator.