Radio Matters - Lunchtime Series - Ray Sheerin, Brand and Marketing Consultant in conversation with Peter McPartlin.

In this session, Ray Sheerin will look at “What’s the story with Creativity?” Ray is founder of one of Ireland’s most-creatively-awarded agencies and a big fan of radio, talks about the importance of creativity in thinking and output to businesses and to radio stations. Business today is so programmed to rely on left brain, rational, analytical thinking that creative thinking skills are not prized to the extent that they should be. Even though creativity is "the last legal unfair competitive advantage we can take to run over the competition".