Tag: creativity

  • The Higher Ed CMO’s Commercial Case for Creativity

    The Higher Ed CMO’s Commercial Case for Creativity

    Legendary ad person Bill Bernbach once said, “If your advertising goes unnoticed, everything else is academic.” It’s not an understatement to say that managing higher ed brands has become increasingly complex. Marketers are forced to compete in a category that’s in flux—within a culture that questions its value—and improve effectiveness across marketing channels that have not only changed the way we consume content but also caused exponential growth in choice.

    Creativity continues to drive commercial value, however, investing in the intangible up front—with both time and resourcing—can prove to be difficult when budgets remain static. And yet, we know that:

    • We are exposed to upwards of 4,000 marketing messages a day.
    • Our audience reports that our marketing efforts look the same and that most entertainment and consumer brands produce content that lacks imagination.

    Without an investment in creativity—the vehicle for our big brand ideas—we risk our message getting lost, splintered and, worst case, ignored.

    For those managing higher education brands in our current media environment, the words of Paul Feldwick have never been more true: “If there is a choice to be made between efficiency and thinking big, you cannot afford to be efficient if you want to be famous.” And there’s quite a case building across a decade or so of data that shows just how an investment in creativity is an investment in the bottom line. Here are four that are applicable to higher education.

    Outside of brand size, creativity is the most important lever in profitability.

    Just as in the case of network theory, the rich get big. That also tends to play out among brands. However, creative quality can be an equalizer of sorts. According to Data2Decisions, the creative execution of your messages is the second most impactful driver of profitability after market/brand size. And while brand size has the greatest overall impact, creative quality remains the most powerful lever marketers can actively control.

    Ads that are perceived to be different are more likely to drive business outcomes.

    ​Research from Kantar’s Link database, as well as research from academia, indicates that ads that are perceived as different or unique are more likely to drive positive business outcomes. Per the database, the top one-third of ads that “make the brand seem really different” achieved a 90 percent lift in likelihood to drive short-term sales versus the bottom third.

    Emotion unlocks the key output that drives business outcomes.

    Starting with the IPA’s “The Link Between Creativity and Effectiveness” and subsequent industry research, there’s not only a through line between creative award-winning campaigns driving market share growth (11x) and top-box profit but intermediate metrics, such as word-of-mouth/social shares, and outputs, such as ad recall.

    The largest contributor to lift from advertising is the creative.

    Nielsen’s exploration of more than 500 Fast-Moving Consumer Goods (FMCG) brands showed that the most important component of a campaign (targeting, reach, brand, context, frequency and creative) was strong or quality creative. Similar patterns were found in the work done by the World Advertising Research Center and Kantar.

    If brand is the most valuable business tool and if we argue that brand exists in the minds of the consumer, or our favorite saying in higher education, “a brand is what your audience says when you aren’t in the room,” then it’s time to treat it as a commercial asset and invest accordingly. Whether it’s through internal resourcing or giving partners the time and space to commit to breakthrough ideas, a commitment to creativity isn’t just brave anymore—it’s related to the bottom line.

    Christopher Huebner is a director of strategy at SimpsonScarborough.

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  • 5 AI tools for classroom creativity

    5 AI tools for classroom creativity

    Key points:

    • AI tools enhance K-12 creativity and innovation through interactive projects
    • A new era for teachers as AI disrupts instruction
    • Report details uneven AI use among teachers, principals
    • For more news on AI and creativity, visit eSN’s Digital Learning hub

    As AI becomes more commonplace in classrooms, it gives students access to creative tools that enhance learning, exploration, and innovation. K-12 students can use AI tools in various ways to boost creativity through art, storytelling, music, coding, and more.

    More News from eSchool News

    HVAC projects to improve indoor air quality. Tutoring programs for struggling students. Tuition support for young people who want to become teachers in their home communities.

    Data shows growing GenAI adoption in K-12

    Almost 3 in 5 K-12 educators (55 percent) have positive perceptions about GenAI, despite concerns and perceived risks in its adoption, according to updated data from Cengage Group’s “AI in Education” research series.

    Unlocking potential: The power of online courses in our school

    Our school has built up its course offerings without having to add headcount. Along the way, we’ve also gained a reputation for having a wide selection of general and advanced courses for our growing student body.

    Strategies to help girls stay engaged in STEM learning

    Ensuring that girls feel supported and empowered in STEM from an early age can lead to more balanced workplaces, economic growth, and groundbreaking discoveries.

    5 vocabulary strategies powered by technology

    In my work with middle school students, I’ve seen how critical that period of development is to students’ future success. One area of focus in a middle schooler’s development is vocabulary acquisition.

    The power of goal setting: A skill for lifelong success

    For students, the mid-year stretch is a chance to assess their learning, refine their decision-making skills, and build momentum for the opportunities ahead.

    The importance of teacher-student relationships

    Middle school marks the transition from late childhood to early adolescence. Developmental psychologist Erik Erikson describes the transition as a shift from the Industry vs. Inferiority stage into the Identity vs. Role Confusion stage.

    Virtual art meets language learning: A tech-enhanced ESL experience

    Art has a unique power in the ESL classroom–a magic that bridges cultures, ignites imagination, and breathes life into language. For English Language Learners (ELLs), it’s more than an expressive outlet.

    Leadership is key to protecting student data privacy in 2025

    In the year 2025, no one should have to be convinced that protecting data privacy matters. For education institutions, it’s really that simple of a priority–and that complicated.

    Ethical PD: Doing right by the teachers who do right by the world

    Teachers are superheroes. Every day, they rise to the challenge, pouring their hearts into shaping the future. They stay late to grade papers and show up early to tutor struggling students.

    Want to share a great resource? Let us know at submissions@eschoolmedia.com.

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  • How to Turn Creativity into a Healing Career in Art Therapy

    How to Turn Creativity into a Healing Career in Art Therapy

    Investing in Arts Education

    Pursuing a career in art therapy can help turn your creative and artistic abilities into a mental health profession, allowing you to support others, especially at a time when Americans are facing unprecedented mental health crises. 

    Every day, art therapists support their clients within a therapeutic relationship to use art and creativity to improve their mental, emotional, and physical well-being. They work with people of all ages and backgrounds — from children experiencing developmental delays or emotional and behavioral challenges to military service members with PTSD to older adults struggling with dementia or Alzheimer’s disease.

    “At the heart of my work as an art therapist is the creativity and self-expression found in art-making. We’ve all experienced it as children, and some of us have the joy to work with art to help people and communities heal. I’m always inspired by clients who may be afraid of using art materials as non-verbal language at first, but try it anyway,” explains art therapist Christianne E. Strang, Ph.D., ATR-BC.

    Particularly when people are struggling, facing a challenge, or even a health crisis, their own words or language may fail them. During these times, an art therapist can help clients express themselves in ways beyond words or language. Art therapists are trained in art and psychological theory and can help clients integrate nonverbal cues and metaphors that are often expressed through the creative process. 

    According to research, art therapy helps people feel more in control of their own lives and helps relieve anxiety and depression, including among cancer patients, tuberculosis patients in isolation, and military veterans with PTSD.

    According to art therapist Kathryn Snyder, Ph.D., ATR-BC, LPC, “Engaging in art therapy offers imagery and creative processes that support communication, expression, and insight into, as well as release of, difficult emotional experiences.”

    Opportunities for art therapists

    Art therapists serve diverse communities in different settings, such as medical institutions like hospitals, cancer treatment centers, and psychiatric facilities; outpatient offices and community centers; and schools. Many art therapists have independent practices. They also help support individuals and communities after a crisis or traumatic event, like a mass shooting or a natural disaster.

    Training in a broad range of psychological theories and ways to use art media and creative processes is necessary to becoming an art therapist who is able to help people process and cope with mental health challenges. Art therapists hold postgraduate degrees and are then credentialed by the Art Therapy Credentials Board as ATR (art therapist registered) or ATR–BC (board-certified art therapist registered).

    Learn more about art therapy and how to become an art therapist through the American Art Therapy Association.

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  • Trust, creativity, and collaboration are what leads to impact in the arts

    Trust, creativity, and collaboration are what leads to impact in the arts

    Impact in the arts is fundamentally different from other fields. It is built on relationships, trust, and long-term engagement with communities, businesses, and cultural institutions.

    Unlike traditional research models, where success is often measured through large-scale returns or policy influence, impact in the creative industries is deeply personal, embedded in real-world collaborations, and evolves over time.

    For specialist arts institutions, impact is not just about knowledge transfer – it’s about experimental knowledge exchange. It emerges from years of conversations, interdisciplinary convergence, and shared ambitions. This process is not transactional; it is about growing networks, fostering trust, and developing meaningful partnerships that bridge creative research with industry and society.

    The AHRC Impact Acceleration Account (IAA) has provided a vital framework for this work, but to fully unlock the potential of arts-led innovation, it needs to be bigger, bolder, and more flexible. The arts sector thrives on adaptability, yet traditional funding structures often fail to reflect the reality of how embedded impact happens – rarely immediate or linear.

    At the University for the Creative Arts (UCA), we have explored a new model of knowledge exchange—one that moves beyond transactional partnerships to create impact at the convergence of arts, business, culture, and technology.

    From ideas to impact

    At UCA, IAA impact has grown not through top-down frameworks, but through years of relationship-building with creative businesses, independent artists, cultural organisations, and museums. These partnerships are built on trust, long-term engagement, and shared creative exploration, rather than short-term funding cycles.

    Creative industries evolve through conversation, experimentation, and shared risk-taking. Artists, designers, filmmakers, and cultural institutions need time to test ideas, adapt, and develop new ways of working that blend creative practice with commercial and social impact.

    This approach has led to collaborations that demonstrate how arts impact happens in real-time, to name a few:

    • Immersive storytelling and business models – Research in VR and interactive media is expanding the possibilities of digital storytelling, enabling new audience experiences and sustainable commercial frameworks for creative content.
    • Augmented reality and cultural heritage – Digital innovation is enhancing cultural engagement, creating interactive heritage experiences that bridge physical and virtual worlds, reinforcing cultural sustainability.
    • Sustainable design and material innovation – Design-led projects are exploring circular economy approaches in sports, fashion, and product design, shifting industry mindsets toward sustainability and responsible production.
    • Photography and social change – Research in archival and curatorial practice is reshaping how marginalised communities are represented in national collections, influencing curatorial strategies and institutional policies.

    These projects are creative interventions that converge research, industry, and social change. We don’t just measure impact; we create it through action.

    A different model of knowledge exchange

    The AHRC IAA has provided an important platform for arts-led impact, but if we are serious about supporting creative industries as a driver of economic, cultural, and social transformation, we must rethink how impact is funded and measured. Traditional funding models often overlook the long-term, embedded collaborations that define arts impact.

    To make the impact funding more effective, we need to:

    • Recognise that creative impact develops over time, often requiring years of conversation, trust-building, and iterative development.
    • Encourage risk-taking and experimentation, allowing researchers and industry partners the flexibility to develop innovative ideas beyond rigid funding categories.
    • Expand the scale and duration of support to enable long-term transformation, allowing small and specialist universities to cultivate deeper, sustained partnerships.

    In academic teaching and training, knowledge exchange must be reconsidered beyond the REF framework. Rather than focusing solely on individual research outputs, assessment frameworks should value collective impact, long-term partnerships, and iterative creative inquiry. Funding models should support infrastructure that enables researchers to develop skills in knowledge exchange, ensuring it is a fundamental pillar of academic and professional growth.

    By embedding knowledge exchange principles into creative education, we can cultivate a new generation of researchers who are not only scholars but also creative change makers, equipped to collaborate with industry, drive cultural innovation, and shape the future of the creative economy.

    A call for bigger, bolder AHRC impact funding

    UCA’s approach demonstrates how arts institutions are developing a new model of impact—one rooted in collaboration, creativity, and social change. However, for this model to thrive, impact funding must evolve to recognise and support the unique ways in which creative research generates real change.

    To keep pace with the evolving needs of cultural, creative, and technology industries, research funding must acknowledge that impact in the arts is about stories, communities, and the human connections that drive transformation. It’s time to expand our vision of what impact means – and to build a funding model that reflects the true value of the arts in shaping business, culture, and society.

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  • Reaching peak engagement in K-12 science education

    Reaching peak engagement in K-12 science education

    Key points:

    More than half of science teachers believe the most important value of science education is how it contributes to students’ curiosity, critical thinking, and creativity, according to a new report from LEGO Education. But are today’s students truly engaging with science education?

    LEGO Education’s State of Classroom Engagement Report: Science Edition surveyed more than 6,000 global teachers, parents, students, and U.S. administrators to gather data that can offer insight to support educators as they strive to engage their students in science learning.

    Science learning builds life skills students will use even if they do not pursue the science in college or as a career. It also increases student engagement and well-being, but here’s the catch: Students have to feel connected to the material in order to build these skills.

    Just over half of global science teachers say their students are engaged in science, which points to a critical need to boost engagement in the subject, according to the report. Interestingly, students say they are more engaged in science than they are in school overall. Only one-third of teachers worldwide indicate that their students are engaged in the classroom. Schools could leverage students’ interest in science to build schoolwide engagement–a key factor tied to student well-being.

    When students aren’t engaged in science, what’s behind that lack of engagement? Often, they’re intimidated before they even learn the material, and they assume the topics are too challenging. Students lose confidence before they even try. Of students who say science is their least-favorite topic, 45 percent say science is too hard and 37 percent say they are bad at science. What’s more, 77 percent of global teachers say they believe students struggle because of complex concepts and curricula, and they’re searching for for impactful resources that support every student’s success.

    “If students think they’re not good at the subject or avoid it, we risk losing an entire generation of innovators and problem solvers,” said Victor Saeijs, president of LEGO Education, in the report.

    How can educators reach students who struggle to engage with science? Hands-on science learning is the key to piquing student curiosity, prompting them to engage with learning material and build confidence as they explore science concepts. Sixty-two percent of science teachers say hands-on activities drive student engagement in science. Seventy-five percent of science teachers who do incorporate hands-on activities believe this approach leads to higher test scores and grades.

    More students need access to hands-on science learning. Only 55 percent of students say they regularly get hands-on experiences–these experiences usually require extra time and resources to plan and execute. Eighty-two percent of science teachers say they need more ways to teach science with play and hands-on methods.

    Having access to hands-on science learning experiences increases students’ confidence, giving them the boost they often need to tackle increasingly tough-to-learn concepts:

    • 73 percent of students with access to hands-on learning opportunities report feeling confident in science
    • Just 52 percent of students who do not have access to hands-on learning report feeling confident in science

    Hands-on experiences in science drive:

    • Learning outcomes: 71 percent of science teachers who incorporate hands-on, playful learning believe the methodology supports higher test scores and grades
    • Engagement for all learners: 84 percent of U.S. teachers and 87 percent of administrators think that hands-on experiences help all types of learners engage with science concepts
    • Love of science: 63 percent of students who love science credit their passion to regular hands-on experiences
    • Confidence: 79 percent of students who have hands-on science experiences are confident in the subject

    Administrators and science teachers are short on time and need hands-on tools and resources to quickly engage students in learning:

    • 59 percent of U.S. administrators and 54 percent of science teachers say they need more tools to engage students in science
    • Nearly one-third of U.S. students do not get hands-on science experiences.
    Laura Ascione
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