What does it really take to protect creativity inside large organisations, and why do some CEOs champion design while others struggle to?

In this episode of Design Leadership in the Boardroom, Jim Prior, former Global CEO at WPP and Chair at Design Bridge & Partners, Superunion shares 25 years of experience leading some of the world’s most influential creative companies.

Hosted by Future London Academy, this warm, honest conversation explores how creativity drives business performance, and what every designer should know to influence decision-makers at the highest level.

🎙️ About the guest

Jim Prior is a global brand leader and creative business strategist who has spent over two decades as CEO of The Partners, Superunion and Design Bridge & Partners (WPP). He has advised executive boards worldwide on brand transformation, creativity in leadership, and building future-ready organisations.

🟡 If you want to become a better design leader, learn more about our Executive Programme for Design Leaders: https://fla.wiki/3LNPYCM

💡 You’ll learn:

► How CEOs think about creativity and business value

► How to pitch creative ideas to leadership teams

► How agencies can help clients sell creativity internally

► Leadership habits, decision-making frameworks & lessons from a CEO

► How AI and automation change the creative landscape — and what designers should do now

⏱ Chapters

00:00 Welcome – Ekaterina & Jim Prior

02:36 How CEOs value creativity and design

07:00 Why big companies struggle with innovation

10:22 How to pitch creative ideas to CEOs and boards

14:40 Selling creativity in the boardroom – tips from a CEO

19:42 Creativity in leadership teams vs the boardroom

22:07 How agencies help clients sell ideas internally

26:25 What makes a creative agency truly valuable

28:30 From knowledge economy → creative economy

31:29 Inside the CEO mindset – decision making

36:32 Making smart decisions with imperfect data

43:25 Time management for creative leaders

47:45 Why CEOs prefer talking over email

51:52 Leading through hard times & crises

55:30 Reconnecting with your company vision

57:00 The evolving role of design in leadership

1:03:00 Tech hype vs real change for design leaders

1:07:00 AI & creativity – how designers can adapt

1:12:30 Running creative workshops with leaders

1:17:00 Balancing creativity and business

1:21:00 If Jim Prior could change one thing in the world

Ideal for:

Design leaders • Creative directors • Senior designers • Strategists • CEOs who value design • Anyone aiming to grow their influence in business and boardrooms.

🟡 If you want to become a better design leader, learn more about our Executive Programme for Design Leaders: https://fla.wiki/3LNPYCM