“Maybe it’s time for the Creative Club to stop calling itself Creative Club and call itself the Creativity Club.”.
It is the phrase pronounced by Belén Coca, Creative Director and President of Más Mujeres Creativas, during the last edition of C Day and the National Creativity Awards. His words generated a conversation, not only in the Kursaal of San Sebastián, but also in the organization itself and in the industry as a whole, and it was expanded from reason.Why. After several months and a consultation with the members, the Creative Club becomes officially known Creativity Club.
From the entity they point out that it is a natural reflection of how the market has evolved over the years, with creativity present in multiple disciplines and profiles. Thus, as the club points out, the new name seeks to be inclusive and representative of all professionals who, directly or indirectly, contribute to the growth of brands and businesses through creativity.
The now Creativity Club points out that it will maintain its essence and continue to focus on the commitment to members and the defense of creativity as a tool for development and transformation. “This change does not affect our mission, but rather reinforces it, aligning us with the reality of the industry in which we work.“, commented Gonzalo Figari, President of c de c.
He has also assured that the c de c is the organization that most respects gender parity, pointing out, as an example, the composition of the juries, the C Day speakers or the members of the Board of Directors, which he assures are 50% man and 50% women.
The evolution to Creativity Club
The resolution consolidates an issue that has been on the organization’s table for more than a year. Although the conversation has always been present. “There was talk of changing the name, but the official step was not taken. It is a movement that involves a lot of work and coordination with partners“, Gonzalo Figari tells us in statements to reason.Why.
As she tells us, Belén Coca’s words during the last edition of C Day motivated us to start the process immediately. He assures that there have been conversations with former presidents of the organization, with board members and with members; that has been studied with consulting companies; and that several naming options have been considered, with Creativity Club being the one that has received the most support.
On April 23, through a statement the c de c informed of the sending of the survey of members. “We want to know if you prefer that we continue to be known as the Creative Club or if you prefer that we change our name to the Creativity Club”, it was explained.
The entire process has responded, as we reported at the time from this medium, to the organization’s commitment to diversity and inclusion in the advertising industry. The decision has not only been motivated by favoring gender inclusion from the lexicon, but also aspires to serve as a lever to incorporate those professionals who do not carry the title of creative in their work, but also belong to the industry, as advertisers. , media or production company.
It also seeks to bring the club closer to profiles associated with creativity, but they are not necessarily dedicated to the sector.
“It is an achievement for the institution”, Figari assures this medium. “I think the industry will receive it well, it will understand that it is a change to better represent all of us, because it not only includes men and women, but other profiles that work with creativity.”.
The c of c considers that the process has been “an exemplary experience”
Curro Palma, General Director of the c de c, wanted thank you for your participation of the partners in the process. “Regardless of the option that each one has voted for, we have lived an exciting process over the last six months, an exemplary experience at the level of organizations that think big“, he expressed in the statement.
The name change will begin applied progressively from now on in the club’s activities and communication channels. It does not imply a modification in the visual identity of the club, which for years has been identified with a logo composed of the expression “c of c”. However, it does affect other contexts and applications of the organization, ranging from the website domain to the commercial registry.
The Creativity Club thus joins similar changes that have been promoted in creative organizations internationally. The creative club of Portugal or the creative club of Argentina are now called Clube da Criatividade de Portugal (since 2023) and Círculo de Creatividad Argentina (since 2021), respectively. The one from Brazil, for its part, has been Clube de Criaçao since its inception.
