Justin Drape.
Justin Drape, the award-winning creative leader and co-founder of The Monkeys, has revealed CREATIVITY & COMMERCE, a global practice dedicated to unlocking the commercial value of creativity.
He aims to bring creative problem solving to boardrooms, cultural institutions, classrooms and policy making, shifting the way organisations think about, and invest in, creativity.
CREATIVITY & COMMERCE is designed to help brands, artists, media groups, entertainment companies, governments and agencies identify and execute ideas that generate tangible commercial and cultural value.
"We exist to help clients see creativity not as a cost, but as a critical investment," said Drape.
"The two cultural forces of creativity and commerce influence our lives daily, yet their pairing still struggles to be taken seriously in most boardrooms, in policy and in classrooms.
"Too often they are thought of or utilised separately: left brain/right brain, logic/emotion or sandpit/spreadsheet.
"Creativity is the critical skill for people and organisations to innovate, compete, adapt and succeed in a world where AI will play a main character role.
"And creativity will continue to be a defining skill and competitive advantage so it's crucial for people and businesses to understand its power and how to commercialise it."
CREATIVITY & COMMERCE has so far partnered with The Many, Emotive on the launch of El Arquero Tequila for co-founder Adam Gilchrist, Bullfrog, Marriott Luxury Collection, Intercontinental Hotel Group and Millennium Hotels via T3 Media.
Other collaborations include Movember and Gillette with Australian cricket captain Pat Cummins.
Drape is positioning CREATIVITY & COMMERCE as a professional practice that offers experience, objectivity and results over speculative work or pitches.
"Clients engage us when they need proven creative experience and commercial acumen in an ally who can think beyond the limitations of advertising," said Drape.
"We won't pitch for business. We don't do 'cheap and cheerful', and we only take on challenges with clear commercial intent."
Combining the network power of Drape's other venture, Exceptional ALIEN, an international travel platform curating recommendations through global creative talent, CREATIVITY & COMMERCE gives clients access to a borderless community including Grammy Award winners, Michelin-starred chefs, Oscar winners, Olympic champions and entrepreneurs.
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