TikTok’s Sofia Hernandez on romanticism vs. ROI—the balance between creativity and business

Ad Age is marking Women’s History Month with a series of contributions from guest essayists. Today, Sofia Hernandez, global head of business marketing and commercial partnerships at TikTok, writes about why creativity and business growth are not only complementary—they are inseparable. Lately, I’ve been reflecting on a tension that defines much of what we do—the pull between the romanticism of creativity and the reality of proving its worth. It’s a conversation I’ve had with countless colleagues who feel the same internal battle: the desire to create something meaningful versus the pressure to deliver measurable results. When ROI takes the spotlight, the focus shifts to numbers, efficiency and quick results, often leaving creativity behind. On the other hand, if you lean into creativity, you’re stereotyped as someone who ignores budgets, deadlines and the bottom line. As a result, we put creativity in a box. We tell it to behave, to color inside the lines of what’s measurable. And we forget that the biggest, most transformative ideas—the ones that redefine industries—come from the willingness to take a creative leap. Take, for example, the rise of platforms like TikTok, which created a global stage for raw, unfiltered creativity. Suddenly, people from every corner of the world had a platform to showcase their talents, their voices, their unique perspectives and even build businesses. What struck me then, and continues to resonate with me today, is how much brilliance is still untapped. The creative potential within all of us is far greater than we realize. Let me say that again for the people in the back: THE CREATIVE POTENTIAL WITHIN ALL OF US IS GREATER THAN WE REALIZE. Without creativity, nothing moves forward. We’d all be wearing the same shoes, watching the same movies, reading the same books. No new trends. No cultural shifts. No market growth. Business stagnates without fresh ideas, and in a world where people expect the new, the bold and the unexpected, the companies that win are the ones that prioritize creativity. Creativity and business growth are not only complementary—they are inseparable. As we look toward the future, it’s clear that AI is just the start of innovation that will take on the mundane tasks—those repetitive, time-consuming jobs that once required our attention. This isn’t just a benefit for businesses but for creators, creatives and frankly all of us. Less time wasted, more data-driven decisions, tighter margins. When done right, creativity fueled by technology doesn’t just make things more interesting—it makes them more valuable. So, can we be both romantic and ROI driven? Can we push for work that moves people while proving its value? Can we protect the spark of creativity in a world obsessed with the bottom line? I believe we can. Because the best businesses aren’t just efficient—they’re inspiring. And the ones that figure out how to balance both? They don’t just grow. They last. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

TikTok’s Sofia Hernandez on romanticism vs. ROI—the balance between creativity and business

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