Mythbuster: Creativity is about ideas

Les Binet and Sarah Carter
DDB

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 a really common view, but it got us thinking. Maybe creativity isn't really about new ideas. Maybe it's not about ideas at all. There is another side to creativity, which is far less frequently mentioned, but possibly far more powerful. Brilliant, effective creativity can be less a function of how new and different an idea is, and more about how this idea is brought to life.