Marcus East is a firm believer in the power of creative thinking to drive positive transformation. From social good campaigns to the use of creativity for social change in different industry areas, Marcus brings forth the challenges organisations have to face to overcome structural obstacles.
His main argument revolves around stimulating creativity in public and commercial organisations. In this interview, he explains the critical change in senior leadership that needs to happen to achieve this goal and the areas where creative excellence can boost social innovations. The notion of creativity for good can and should verge out the two-pole of advertising and social change and bring in more action from areas where innovation happens in real time.