Campaign TV: Starcom MediaVest's Lisa Richert discusses how to encourage creative talent in a media agency

Richert says it is fundamental that talent comes into the industry with a willingness to question - "whether it is questioning what has always been done; questioning what you see in the industry. But it’s also about working with your clients and questioning them.”

She adds that fostering a culture of creativity is essential in today’s media agency environment. “A lot of it is about giving people the permission to be creative,” she says, pointing out that it is important first for a company to understand what the external and internal barriers to creativity are.

Collaboration and mutual understanding between agencies and media owners are crucial, Richert says. “We’ve also had opportunities where we have partnered … with different media partners and vendors to develop internal training programmes, to develop research projects and to develop resources that we can use to better learn and better grow.”