The myth about creatives is that they are only interested in foreign shoots and winning awards. In reality, however, it is ideas that drive creatives - both in the inception of campaigns, and in the tracking, response and sales statistics that show communications have been effective.
Some thoughts on effectiveness from Planet Creative
A creative talking about effectiveness. Give me a break. All we're interested in is the next foreign shoot, flouncing about in Cannes, waving our awards in front of our friends and flashing...