How is the creative domain comparable to the cultural domain? How do we solve problems and how do creative insights appear in the brain?

Meet Wouter Boon in his very personal master class about creativity to find out!

Freelance brand and ad strategist Wouter Boon has organised a trip to Shanghai and Singapore to give lectures about creativity at some of the leading creative agencies and institutes. Co-hosts by The Hub Singapore and UPSTARTS, his talk will cover his personal process of writing the book combined with how this process links to his theories on 'Defining Creativity'. So, all in all, it will be a masterclass about creativity, told in a very personal way!

Wouter Boon conceived the idea to write a book about creativity in 2008 when he noticed it was becoming a buzz word. But what does it really mean, he asked himself. How does it work? Nobody could explain that in plain English. That's when he decided there was room in the market for a book that would explain creativity in a simple way. A book that should inspire the creative industry and be comprehensive, yet concise.

Date: Friday, 8 August 2014
Time: 15:00 - 16.30
Venue: Hubbatron, The Hub Singapore
Tickets: Free for Hubbers, $10 for Public

About Wouter Boon

Boon Strategy is ‘creative brand strategist’ Wouter Boon. Wouter studied law in Amsterdam, worked as legal counsel at Unilever, and subsequently as trade mark lawyer at Boekel De Nerée.
In 2003 Wouter switched to advertising. He worked as strategist at McCann Erickson and LoweDraftfcb, before he started his own business in 2008. Wouter has worked for a wide range of national and international agencies, and specialises in business development, positioning brands, writing creative briefings and directing the creative process.
In 2008 Wouter also founded Amsterdam Ad Blog (an international blog about advertising) and X-Pollination (a network event for the creative industry in Amsterdam). In 2014 Wouter published a book about creativity: Defining Creativity. Finally, he is a board member of the Account Planning Group Netherlands and of the Dutch Digital Design event.

About the book

Many people will tell you that creativity is a somewhat obscure concept, indefinable even. This seems a little odd, however, seeing as creativity is all around us. We can find it in both the art we admire in a museum and the newest piece of technology about to change our lives. But creativity also resides in the mundane, everyday things. We all use our creativity, constantly.

The reason why creativity is perceived as a concept that is hard to grasp is that we still haven’t really figured out what happens in our brain when we invoke it. In fact, we can hardly invoke it on demand. But although it shows up quite randomly, creativity is essential; our entire world is built on it.

Defining Creativity comprehensively explains what creativity is, from a biological, psychological and socio-cultural standpoint. At the same time, it makes for a concise and inspiring read that brings together everything there is to know about creativity.