CHASING CREATIVITY
June 18, 2008 – 7:45 amIn my more than 30 years in advertising across hundreds of companies and brands, every single client I have ever met has expressed a desire for “great creative thinking,” “great creative campaigns,” and “great creative ideas.” No one has ever said, “Hey, Bob, let’s skip the creative stuff and get right to some straightforward ads and media plans.” No one. Ever. They want creativity in all its forms: in databased direct marketing, interactive marketing, and sales promotion as well as advertising. They want it in all communications and in their overall business. They want it in their own businesses and in their own lives.
If everyone wants great creative thinking, why are we not seeing more of it? Why is branding so very, very difficult?
In the advertising industry, the road to brilliance traditionally passed through a room in which a handful of creative people brainstormed until they came up with a “great” campaign. That path may have worked in the early days of advertising, when products did not have to fight for shelf space—or our attention—but now agencies must come up with ideas that go beyond advertising to add value to the client’s business. At Euro RSCG Worldwide, we call those Creative Business Ideas (CBIs).
Why are CBIs so important that we are building the agency around them? Well, for one thing, because advertising agencies are no longer in the business of advertising.
The theory will come later. First, let me introduce you to Creative Business Ideas at work in the real world.
Taken from : “Leap” A Revolution in Creative Business Strategy
