WARC Creativity in Advertising 2008
James Aitchison
Creative confidence
The morning’s chairman, Rory Sutherland, opened by saying that advertising’s creative community had lost its confidence. 15 or 20 years ago, a creative execution through TV or print was the undisputed answer to most briefs - an outmoded notion in today’s world.
Ironically, however, creativity is now needed more than ever, but across a much broader spectrum than marketing’s traditional boundaries. As a result, those looking for inspiration are best off reading popular economics such as:
- The Marginal Revolution blog
- Freakonomics
- The Unconventional Wisdom of Economics...