Page 20 - ChildArt_2021.Q1_Global Creative Leaders

20 CHILDART GLOBAL CREATIVE LEADERS
DENMARK’S
PROMINENT
CREATIVE
Gliding swiftly through choppy ocean waters, the
mighty Vikings utilized their extraordinary skills
as shipbuilders and mariners to travel far and
wide. They visited North America centuries
before Christopher Columbus, and navigated
to Greenland, Africa, France, and Russia as
well. They are remembered as fierce, daring, and
bold warriors, traders, and explorers. While their
infamous raids ended early in the eleventh century,
their courage to go beyond abides in the culture of
the Scandinavian people still today.
The quest to explore and discover—to find new
ideas, new solutions, and venture into uncharted
territory—is also the quest of creatives. It defines
the mission of Per Pederson. Per is one of the
world’s most awarded and recognized creatives in
advertising. He was named the number one creative
person in Denmark after winning multiple prestigious
Lion Awards. After almost twenty-five years at Grey
Group, a global advertising and marketing agency, he
recently embarked upon a new adventure to create
a global network of independent creative agencies.
PER PEDERSEN DENMARK’S PROMINENT CREATIVE
PER PEDERSEN
FOUNDER
BY THE NETWORK
COPENHAGEN
From his Danish culture he draws on the values
of courage, caring, and community to gather and
unleash the power of big ideas. The best creative
work is born of a good idea. Per explains, “The
biggest courage is to share an idea. An idea is
honest. You are risking a negative reaction every
time you share an idea.” Per offers that it might just
be OK if you hear the words “Are you crazy?” after
presenting your idea. “It takes courage to go into
uncharted territory, but when you do something
for the first time…that’s what is wonderful!”
What can new ideas do? New ideas can change
everything that follows. They start a creative process.
One creation leads to another and a domino effect
ensues. Progress always starts with a creative idea.
“Creativity is going to solve all problems.”
Along with courage, the people of Denmark learn
early on to live with a spirit of empathy and social-
mindedness. Through centuries of long dark winters,
people have learned to look out for one another.
There are twelve political parties, which requires that
people learn to seek compromise. And generally,
JAN-MAR 2021 21
there are not large gaps in wealth distribution. These DON’T DO WHAT EVERYONE ELSE
factors contribute to a way of life that recognizes that
IS DOING. IF SOMETHING LOOKS
all people are part of the same fabric, caring for the
weak is the responsibility of all, and compromise is FAMILIAR, DISMISS IT. THE BEST
necessary for progress.
IDEAS SHOULD BE RELATABLE
With this in mind, Per explains that it is rare that the YET PROVOCATIVE.
best work and the best ideas come from a single
person. Even with his extraordinary success, Per
says “It’s not about me; it’s about us. Creativity
is a team sport.” The process of working through
a project should involve polite disagreement as you KEEP YOUR ANTENNAE OUT. KEEP
work towards the ideal. “In the creative process, if YOUR MIND OPEN. TUNE IN TO
four people agree, three are not needed.”
NOTICING THINGS. IDEAS COME
Per grew up in a home that exposed him to opposing AUTOMATICALLY FROM NOTICING
work styles. His father’s approach was careful,
detailed, and patient. He was an auto mechanic THINGS THAT HAPPEN IN THE
who employed the style of a skilled craftsman. Per’s WORLD.
mother was a professional artist. Her approach was
expressive, abstract-minded, and unpredictable. She
was always exploring. She found great success as
an artist. This proved to be an advantageous mix ALWAYS PASS OVER YOUR FIRST
for Per. He chose to study business, but always
knew that he wanted to create. He combined strong IDEA. KEEP EXPLORING.
academic skills with strong creative skills to champion
innovative ideas through his decades-long career
in advertising. He raises his own children today as
“makers,” encouraging them to make something
every day. CREATIVITY ENTAILS A CONSTANT
STREAM OF FAILURE. SUCCESS
While the world experiences the negative effects of
the COVID-19 pandemic, we are all heading into COMES LATE IN THE PROCESS.
uncharted territory. Now is the time to think creatively AFTER 10,000 FAILURES YOU END
and boldly about our life and times. Keep exploring
and you will go beyond what you have ever imagined! WITH PERFECTION. DON’T QUIT
IF YOUR FIRST ATTEMPT DOESN’T
TIPS FR OM PER PEDERSEN
FEEL LIKE SUCCESS.
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