Protecting our industry’s greatest asset: creativity


The Brilliant Creative Minds campaign was spearheaded by us (Social & Local CIC), Government Communications Service and Crown Commercial Service.

It was initially run in 2018 – 2022, but the code still stands as a mental health and wellbeing framework for the advertising and communications industry that aims to eradicate industry practices that diminish people’s creative potential, including:

  • long hours culture and fear of job loss in agencies;
  • excessive tender requirements and procurement processes;
  • unrealistic client timescales and demands.

The Brilliant Creative Minds Code of Conduct was developed through a robust process of intelligence gathering, including in-depth interviews with senior leaders across the client, agency, and procurement worlds.

Through the eight principles, expressed in less than 100 words, it aims to change behaviour industry-wide and create an industry where negative workplace stress is reduced, talent is retained, creativity is protected, and work is rewarding. 

If you would like to find out more about the project or how you can use the code in your agency or organisation, get in touch with us: