Necessity: the mother of creativity

James Hurman

This article provides reasons why New Zealand is the most creatively awarded country per capita for its advertising, and how this might be replicated elsewhere.

Necessity: the mother of creativity

James HurmanPreviously Unavailable

Earlier this year, I was invited by the IPA to come to London and talk about creativity in my part of the world. I'm from New Zealand and although you may never have heard of us, we are, per capita, the most creatively awarded country in the world.

"How?" asks the video that opened our local creative awards a couple of years ago. "It's because we have the perfect conditions for creativity. New Zealand has no celebrities, and so agencies have to sell products with brilliant ideas instead. And A-class drugs...

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