Mythbuster: Creativity is about ideas
Les Binet and Sarah CarterDDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the notion that creativity is all about ideas.
At a recent 'away day', discussion turned to the issue of creativity. What exactly was the role of creativity for brands? How could it add value?
We found the discussion fascinating. It was a big, complex question. But interestingly, the same word kept cropping up: innovation. It was clear that to many people, creativity was about being new and different.
It's...