Case Spotlight

Telia wanted to review their creative performance and improve their culture of creativity. The results of the surveys on creativity at both individual and team levels stimulated discussions and made creativity measurable for the first time.

“For us, creativity means the ability to put things together in new ways. And we have now begun to understand itsimportance, above all, as a competitive advantage and enabler of growth” - Minni Ruhtinas.

“The most important thing for us has been to make people aware of what creativity is all about. The survey results and analysis were great in getting the conversation going. It is not a question of who is creative and who is not, but in what ways each person is creative. It has been wonderful to see people identify and understand their own creativity. In the past, we have outsourced a large share of our creative thinking and solutions. Now we have primarily been developing our creative performance in-house.

"For Telia, collaboration with Yellow has served as an important starting point for the systematic development of creativity.

Minni Ruhtinas, Creatives and Content