Creativity And A Propensity For Self-Torture
Whether writing words or pushing pixels, anyone wearing a creative hat in advertising is in the business to create. We’re in it to fulfill our love of commercial artistic expression for the gains of our clients, our agency and ourselves. We suffer the other 70% of our agency activities because we know the next opportunity is coming. We thrive on the anticipation of the next chance to create. It is our addiction and we will suffer just about anything for the next fix.
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Online Creativity And The Rise Of The Machine
The creative imperative in advertising is to do work that compels an audience to engage and to remember. Being memorable is how brands are built. Getting digital media noticed among the daily barrage of online impressions begs for work that breaks through. Work that is unique and consistent over time. Data surely can help brands do smarter work. But for true creative originality, for the big idea, humans are required.
Read MoreBe Creative Or Be Invisible: Branding In The Digital Era
In the days before digital, marketers were relatively comfortable with the delineation between response and awareness. Awareness was required for consideration which led to preference, then conversion. And it was clear what channels did what. Justifying that big creative idea and big budget to build awareness was a challenge and its benefits not always immediately measurable. It was an investment for marketers with vision and patience, and CEOs who “get it”.
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