Why should advertising creatives have a monopoly on creativity?
Over the last few years I’ve felt that creativity has been increasingly ghettoised until it’s little more than a stylistic flourish at the end of some pretty ropey thinking. Which is one of the reasons that I decided to step out of advertising creative departments.
I’m more interested in using creative thinking to solve problems. And that means that you need to apply creative thought far earlier in the marketing process. Preferably right at the very beginning.
And I did.
You can see my thoughts right here.