Page 21 - ChildArt_2021.Q1_Global Creative Leaders

20 CHILDART GLOBAL CREATIVE LEADERS JAN-MAR 2021 21

DENMARK’S 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
PROMINENT weak is the responsibility of all, and compromise is FAMILIAR, DISMISS IT. THE BEST
necessary for progress.
IDEAS SHOULD BE RELATABLE

CREATIVE 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
PER PEDERSEN 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
FOUNDER was always exploring. She found great success as

BY THE NETWORK an artist. This proved to be an advantageous mix ALWAYS PASS OVER YOUR FIRST
for Per. He chose to study business, but always
COPENHAGEN 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
Gliding swiftly through choppy ocean waters, the From his Danish culture he draws on the values every day. CREATIVITY ENTAILS A CONSTANT
mighty Vikings utilized their extraordinary skills of courage, caring, and community to gather and STREAM OF FAILURE. SUCCESS
as shipbuilders and mariners to travel far and unleash the power of big ideas. The best creative While the world experiences the negative effects of
wide. They visited North America centuries work is born of a good idea. Per explains, “The the COVID-19 pandemic, we are all heading into COMES LATE IN THE PROCESS.
before Christopher Columbus, and navigated biggest courage is to share an idea. An idea is uncharted territory. Now is the time to think creatively AFTER 10,000 FAILURES YOU END
to Greenland, Africa, France, and Russia as honest. You are risking a negative reaction every and boldly about our life and times. Keep exploring
well. They are remembered as fierce, daring, and time you share an idea.” Per offers that it might just and you will go beyond what you have ever imagined! WITH PERFECTION. DON’T QUIT
bold warriors, traders, and explorers. While their be OK if you hear the words “Are you crazy?” after IF YOUR FIRST ATTEMPT DOESN’T
infamous raids ended early in the eleventh century, presenting your idea. “It takes courage to go into TIPS FR OM PER PEDERSEN
their courage to go beyond abides in the culture of uncharted territory, but when you do something FEEL LIKE SUCCESS.
the Scandinavian people still today. for the first time…that’s what is wonderful!”

The quest to explore and discover—to find new What can new ideas do? New ideas can change
ideas, new solutions, and venture into uncharted everything that follows. They start a creative process.
territory—is also the quest of creatives. It defines One creation leads to another and a domino effect
the mission of Per Pederson. Per is one of the ensues. Progress always starts with a creative idea.
world’s most awarded and recognized creatives in “Creativity is going to solve all problems.”
advertising. He was named the number one creative
person in Denmark after winning multiple prestigious Along with courage, the people of Denmark learn
Lion Awards. After almost twenty-five years at Grey early on to live with a spirit of empathy and social-
Group, a global advertising and marketing agency, he mindedness. Through centuries of long dark winters,
recently embarked upon a new adventure to create people have learned to look out for one another.
a global network of independent creative agencies. There are twelve political parties, which requires that
people learn to seek compromise. And generally,

PER PEDERSEN DENMARK’S PROMINENT CREATIVE https://icaf.org