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...