24 Jun 2019

Upstream Livestream

Jim Prior talks creativity and the power of sport with Sir Keith Mills.

In the fourth episode of the Upstream Livestream series Sir Keith Mills, the catalyst behind the Made By Sport initiative, talks about the social value of sport and the power of ideas to bring society together.

Sir Keith is also Deputy Chairman of London 2012, Chairman of the Royal Foundation and the Invictus Games Foundation, and Chairman of Sported, one of the leading Sport for Development charities in the UK.

In this interview he outlines the challenge of shifting public opinion on hosting the Olympics in London and how British creativity defined the opening ceremony that delivered an astonishing spectacle.

He discussed how sport helps solve societal issues and transform lives. Made By Sport, launched recently by professional boxing duo Anthony Joshua and Nicola Adams, supported by The Duke of Sussex, brings together over 60 organisations with a proven belief that sport plays a vital role in how young people develop – getting them off the street and building skills that can make a difference at school, at work and in life.

Sir Keith also discusses the crucial factors behind a successful idea and stresses that success is based on authenticity and the ability to deliver at scale – “most people that have success are able to paint a picture because people buy ideas”. He explains how he persuaded several leading brands to sign up to his original Air Miles concept as founding partners.

Upstream Livestream is a video series in which Superunion’s Global CEO, Jim Prior, sits down with senior executives from a variety of backgrounds for an informal and wide-ranging conversation with an underlying focus on creativity – and the many ways it can be manifested to drive business growth.

View the full video on our YouTube here.

“I think creativity comes from absorbing information and then making some sense of it. If you can’t listen, you can’t interpret – and the creative process is simply listening to customers and the market and translating that into an idea.”

SIR KEITH MILLS