DMG Media to unlock 'creative genius' of its purchasers

23 April 2013

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23 April 2013 | Paul Snell

Buyers at DMG Media have recorded a pair of charity songs as part of a project to encourage creative thinking.

According to head of procurement Nick Jenkinson, the idea is to change the ways the team thinks about how it interacts with the business.

“We came up with a programme to awaken the creative genius within,” he said, to dismiss the notion that creativity is something people are born with. “But what we are trying to do is instil a mindset and a way of operating.”

“It was designed to get them to understand what creativity is, and what is stopping them being creative. The whole ethos behind it was to instil it on an ongoing basis. It’s not something where we went off and had a few jolly days, it’s something that has to be in everything we do daily,” he told delegates at ProcureCon Indirect last week.

Taking the team to a recording studio was a method of assisting this. “They went into a music studio in south London thinking ‘there’s no way we will be able to make a record’, and eight hours later they had a record. It’s just trying to get that thought there that it’s not impossible, and think how we can move our brains to a slightly different place,” Jenkinson added.

Working in two teams, the two records – ‘14.2’ by Lazy Iguana and ‘Giving The Game Away’ by Not P-Unit – were released on iTunes this week and proceeds will go to Cancer Research and The Neuroblastoma Society respectively. And there will be a prize for the team that makes the most money from its song.

The project to develop a more creative mindset is the next stage of transformation of the procurement DMG Media, the company behind the Daily Mail and Metro newspapers.

The company (under its previous name A&N Media), won a CIPS Supply Management Award in 2012 for most improved purchasing operation – start up.

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