The business of creative training

Patrick Collister

Patrick Collister, founder and managing director of Creative Matters, asks why only 9% of agency training funds were given over to creatives.

The business of creative training

Patrick Collister

Within agencies, why are training budgets so unequally distributed? Industry figures two years ago indicated that only 9% of training funds were given over to the creatives. Most training is devoted to account management, with planning in number two position and finance in third.

In many ways creative people are responsible for this sorry state themselves. 'You can't train creativity', they say. 'Either you've got it or you haven't.' Not true. There is even a Chair in Creativity at Harvard University, so there is at least one professor out there who believes creativity...

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