Creativity ain't what it used to be

This article discusses the changing nature of creativity, arguing that it is becoming embedded throughout organisations rather than just in communications.

Creativity ain't what it used to be

James HurmanPreviously Unavailable

The world is awash with creativity. But companies that use creativity to position their brand through their product, experience and generally the way they act, by tapping into universal human truths, are winning out.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

This year in Cannes, in a dark little windowless room full of happy, tanned, hungover people, I moderated a panel discussion for Warc. The topic was...

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