I recently attended a panel hosted by Fast Company in partnership with ZO part of Tishman Speyer which focused on a topic that feels increasingly relevant: how to foster creativity in the workplace.

As someone who partners daily with a team of creatives, from designers to copywriters, this hit close to home.

Moderated by workplace psychologist Roshana Behide of Fast Company’s Custom Studio, the conversation brought together Susan Lyne, Managing Partner and Co-Founder of BBG Ventures, and Ivy Wu, VP of Marketing at ClassPass. Together, they explored what it really takes to create environments where creativity can thrive and why that matters more than ever.

Because here’s the tension. Creativity doesn’t always show up on demand, yet in agency life, we often ask it to.

We set timelines. We ask for big ideas by Tuesday at 9 a.m. We need work that is not only creative, but strategic, evective, and aligned to real business goals. While structure is necessary to deliver for clients, it can sometimes feel at odds with the very thing we are trying to unlock.

The ROI of Creativity Is Real

One of the most important takeaways from the conversation was the idea that investing in creativity is not just a nice to have. It has real return.

When employers create space for play, exploration, and even a bit of unpredictability, the return shows up in more engaged employees, stronger ideas, and ultimately, better outcomes. It reinforced something I have seen firsthand. When people feel mentally free and energized, the work improves.

Not just aesthetically, but strategically.

Making Space for Play (Even in Structured Environments)

At S50, I have tried to be intentional about creating moments that allow for this kind of creative reset. Sometimes, that looks like stepping outside of the day to day. Planning team experiences that encourage people to think differently, interact in new ways, and let their guard down.

This past year, our holiday party was a murder mystery. Everyone was assigned a character and had to fully lean into it, improv, storytelling, and all. It may sound simple, but what it actually did was create a shared experience rooted in creativity. It gave people permission to be playful, thoughtful, and a little unconventional.

Those are the exact muscles we rely on in our work every day.

You Can’t Force Creativity, But You Can Support It

Another idea that stuck with me is that the best creative thinking often comes when we are not rushing. “Do not rush” and “take the time” were themes that came up repeatedly. While that is easier said than done in fast paced environments, it is a reminder that creativity needs space to breathe. Even small shifts, like building in thinking time, encouraging breaks, or allowing ideas to evolve, can make a meaningful difference.

Deadlines drive output. Space drives originality.

Creativity Matters More in an AI World

Another important theme throughout the conversation was the role of AI and the misconception that it reduces the need for creativity.

In reality, it is the opposite.

As AI becomes more integrated into marketing and creative industries, the value of human creativity only increases. AI is powerful, but it is inherently limited. It can only generate based on what it has been trained on, what already exists, and what has been input into it.

It does not originate truly new thinking.

That responsibility still sits with people.

The most valuable teams will not just be the most efficient. They will be the most imaginative. The ones who can think strategically, challenge assumptions, and come up with ideas that have not already been fed into a system.

Creativity becomes a differentiator.

Play, meaning the willingness to explore, experiment, and think without constraints, is what fuels that originality. The future will not belong to those who simply use AI well.

It will belong to those who can think beyond it.

A Prompt Worth Sitting With

Toward the end of the panel, we were given a prompt:

If your approach to creativity at work were an animal, a mode of transportation, or a weather pattern, what would it be?

It is a simple question, but a powerful one.

Is your creativity fast and reactive, like a race car? Steady and thoughtful, like a train? Unpredictable, like a storm? Or calm and consistent, like a breeze?

It made me reflect not just on how I approach creativity, but how I create environments for others to do the same.

You may not always be able to control when a great idea strikes. But you can create the conditions that make it more likely. Sometimes, that starts with something as simple as giving people permission to play.

Written by Alia Zukerman, Associate Director / Account Management