The Creative Shift

A USA Today Bestseller

Longlisted for a Porchlight Business Book Award

"Illustrated with examples of the pro­cess behind some standout advertising campaigns and colorful case studies from across industries and organizations, The Creative Shift offers a vivid bouquet of ideas for leading creative initiatives."
 —MIT Sloan Management Review

“To succeed—even survive—long term, any institution must creatively change. Andrew Robertson has likely helped more legacy companies make such essential shifts than anyone in recent times. This is an essential book for senior executives and management scholars alike.”
 —Frederick W. Smith, founder and executive chairman, FedEx Corporation

 “Here is your chance to learn from one of the most impressive and consistently creative minds I have had the pleasure to work with in my career. Every company needs to harness creativity, and The Creative Shift gives you the insight and practices of an industry icon who has embedded himself in some of the world’s great companies, harnessing creativity to solve the most pressing market challenges when they were needed most.”
 —John Stankey, chairman and CEO, AT&T Inc.

“There is a belief that operators and builders can’t coexist. In The Creative Shift, Andrew Robertson dispels that notion. He describes ways that leaders can ingrain a mindset, a process for creativity and a passion for growth. Importantly, he shows that these disciplines can work in every company: old and young; big and small. This book drips with credibility, written by one of my favorite partners—a leader who delivers groundbreaking results for clients time and again.”
 —Jeff Immelt, former CEO, General Electric

“Andrew Robertson has been a creative force for over 40 years, and he has been a wildly successful leader because he understands that the inevitable shifts in the marketplace, and among consumers, require constant innovation, curiosity and creativity. As someone who has both started new businesses and reinvented legacy businesses, from MTV to AOL and iHeartMedia, I know this book will be an invaluable resource for every leader, marketer and innovator who wants their teams and organizations to understand—and take advantage of—these shifts.”
 —Bob Pittman, chairman and CEO, iHeartMedia, Inc.

“There are books that present readers with the latest trends and those that ground readers in practical advice. This book does both. I loved the focus Robertson brings to the continued need to foster and unleash creativity in any organization—no matter the size.”
 —Carla Hassan, chief marketing officer, JPMorgan Chase

“BBDO chairman Andrew Robertson argues the fundamentals of good business—excellence, discipline, predictability—are all too often at odds with an organization’s most underleveraged asset: human creativity. In The Creative Shift, he tells snackable stories, culled from decades of award-winning collaborations, that demonstrate how leaders can enable teams to realize their true potential.”
 —Richard Dickson, CEO, Gap Inc.

“In this book, Andrew Robertson reaffirms a timeless principle by which he has lived all his life. Creativity is a differentiator and a tangible accelerator for growth. In no time has this become more essential than in the age of generative Al. The good news? Your people have the creativity! Robertson shows us how to uncover and leverage it.”
 —Antonio Lucio, EVP and chief marketing and corporate affairs officer, HP Inc.