Planning and Creativity: Help or Hindrance?

Tim Broadbent

Discusses the place and value of account planning and advertising research in producing creative advertising.

Planning and Creativity: Help or Hindrance?

Tim BroadbentThe poet William Blake would probably have resisted attempts to set objectives for his work:

'I must Create a System, or be enslav'd by another Man's; I will not Reason and Compare: my business is to Create.' (1)

Blake's struggle with reason and comparison was not unusual: 18th century poets ran a risk of manic depression 10 to 30 times higher than the national average, suicide 5 times the national average, and incarceration in the madhouse at least 20 times the national average (2).

An obvious theme in...

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