Optimising creative potential.

William Eccleshare

This article is based on a presentation at Admap’s ‘Creativity in Advertising’ conference in March 1997.

Optimising creative potential

William Eccleshare, Ammirati Puris Lintas, takes a hard look at how creativity is having to change to meet new demands

IN ADVERTISING, the traditional definition of creativity has been tight. It is about creating something different and involving enough to grab the attention of consumers and communicate with them; creating signals that you understand them and talk their language; and creating a relationship, so that they understand the brand and feel that it is their kind of brand.

This is hard, but the way the world is changing makes it even more difficult. We...

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