Mark Bowling, Chief Strategy Officer, discusses how diversity will save creativity in the media and marketing industry.

The ROI Festival is in its 11th year and attracts the world’s top brands and agencies to share industry insights, research trends and inspire creativity.

PHD China kicked off the four-day marketing festival with their ‘Creativity on the Couch’ session.

In an industry trapped in an efficiency bubble, PHD put human creativity back into the story, getting to the core of the most important thing in this field: the people. PHD explored the many types of humans who work in the business, and specifically how diversity will save creativity in the media and marketing industry.

PHD presented their ten ‘Challenger Types’ and assessed the different ways people approach a challenge through curiosity, openness and courage. The audience took part in a live quiz through WeChat to find out their own types.

Mark Bowling was joined on stage by renowned psychologist and EQ expert Dr Yiyun Zhang to discuss the different Challenger Types in more detail and why having a diverse mix should always be a top priority for any agency that values creativity and innovation.