Creativity for Business
Interview
Valer Hancaș
IAA Romania
President
As a proud sponsor of Creativity4Better, RTL AdAlliance is thrilled to partner closely with the IAA to drive innovation and creative excellence in the marketing and communication industry.
Through our longstanding partnership with IAA, we aim to amplify the reach and impact of Creativity4Better across Europe, connecting brands and thought leaders who are shaping the future of business with creativity as a core resource. This event is not just an industry highlight—it’s a vital catalyst for new ideas and approaches that address today's complex challenges, making it a can’t-miss occasion for all forward-thinking professionals.
What was the inspiration behind building this event? Can you tell us a bit about its origin story?
Since its beginning, in 2017, Creativity4Better’s purpose was and still is to inspire the marketing and communication community, to challenge the status quo, to raise the bar, to highlight the brilliant creative minds of our times, who have contributed to creative excellence worldwide.
Our question has always been – where would we be without creativity? As humans, as professionals, as businesses.
We believe that Creativity is the one endless resource who has a pivotal role in society and can contribute to create a better world.
IAA is a longstanding partner from RTL AdAlliance. And seeing that C4B is an IAA event, could you tell us more about how this is set-up?
The role of our partners is crucial in this event, as they are living leadership models.
We are very proud of our partners, and proud of what they have achieved over the years, staying ahead of the curve, and being relevant to the world as it is today, with a clear vision into the future.
The partnership with RTL AdAlliance in particular has fostered opportunities to reach the marketing and communication communities throughout Europe, to connect brands and inspire through example.
RTL AdAlliance is the ideal partner for C4B, reaching and inspiring Europe’s marketing community with innovation and vision. Together, we create relevance for today and a clear path for tomorrow.
The 2024 theme is “Reaching for creative leadership” – could you elaborate?
We believe that creativity is the differentiating value and asset to reach leadership. When we talk about creative leadership, our goal is to offer examples, through our speakers, that might help companies and brands tackle today’s complex challenges by navigating ambiguity, collaborating across diversity, and maintaining momentum with optimism. Creative leadership today is about turning uncertain conditions into growth opportunities.
You talk about a slight reinvention of the event in 2024 – what is new, or what has changed?
We realized that our Conference has a very important role in bridging generations. Our common denominator is the creative mindset. We want to be connected to audiences’ behaviours today. We want our Conference to be a source of inspiration through entertainment (simply said, edutainment). Our world is video, and more so, our world is inter-connected, and the human experience is the carrier of the message. Therefore Creativity4Better 2024 will be filled with immersive experiences, built around creativity in different fields.
We shall have a live music opening – mixing classical jazz played on the accordion with EDM beats, we shall have a thrift fashion show, and contemporary dance.
Your programme features some coveted speakers from the industry, whom are you excited to hear speak – and what will they talk about?
All our speakers will be covering creative leadership in business – having a big ambition, disrupting the status quo, creating new models which can propel your business to leadership, leading through emotion, having a vision and being totally focussed.
What is find fantastic is that our speakers are practitioners, who will speak about their own experiences and how, in their own fields, they have reached and maintained incontestable creative leadership. And moreover, each of them will have a unique angle.
You also organise – as you call it: Creative Engaging Experiences – can you explain what these are?
Of course. When you are in an audience, you can sit on your chair, browse through your phone, read your emails, OR be completely immersed into what’s happening on stage. You can be passive or involved. The way we have designed the Conference is to bring our audience into the stories being unravelled on stage. The networking breaks will also be memorable.
Anything you would like to add?
We promise a memorable event. And we trust we shall seduce our audiences. All creative minds are invited. For registration, please access