I Love Creative Advertising: What It Is, When to Call for It, and How to Achieve It

Scott Koslow

This article distils what we know about creativity, how it works, and how clients can foster it. It suggests that creativity should be the friend of most marketing managers but can easily be destroyed unintentionally by expert and well-intended advice.

I Love Creative Advertising: What It Is, When to Call for It, And How to Achieve It

Scott Koslow

Macquarie University

Editor’s Note:

Scott Koslow has demonstrated considerable expertise in the area of advertising creativity. The overall theme of his work has been the identification and management of creative drivers within the advertising-agency environment. Koslow has provided leadership within the field of creativity, building an extensive and growing database of agency campaigns and attitudinal measures. In this Speaker’s Box, Scott distills what we know about creativity, how it works, and how to foster it. He suggests that creativity should be...

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