What Is Creativity in Advertising?
What is creativity in advertising?
The media and advertising worlds often talk about creativity, but what does it really mean today? How should we approach it is it a process or something we're born with?
As part of the Cannes Young Lions competition, we asked some of the UK's most respected advertising executives who judge the competition to tell us what creativity means to them.
Zaid Al-Zaidy, chief strategy officer, TBWA/London
The essence of creativity is the same, but the menu just got longer.
Stewart Easterbrook, CEO, Starcom MediaVest Group UK
Creativity is not a process. It is something we are all born with, to varying degrees. We try and create an environment that inspires, protects and celebrates creativity.
Ita Murphy, managing director, Mindshare
Creativity is as essential today as it has always been. Now more than ever ideas are expected to drive measureable results; the two are not mutually exclusive. Great ideas get talked about, change behaviour and ultimately build brands. We believe creativity is everyone's responsibility; whilst some people are fizzing with creativity, it can be nurtured in everyone.
Simon Richings, head of creative, Tribal DDB
You can teach creative thinking to a certain extent, and you can become more creative by practising it, but if you haven't spent your whole life thus far making things, passionately absorbing and reinterpreting every idea you come across, and generally being amazed and involved by all the fantastic stuff around you, then you're unlikely to suddenly become creative. I don't know if it's genetic but it definitely starts early.
Paul Turner, executive creative director, Pulse group
Creativity is a desire and passion and ability to simply create something. It's invention, imagination, curiosity. It's a can-do attitude, just a hunger to see something come to life. It's the thing inside us that makes us enjoy woodwork rather than geography at school. That sends us to an art school rather than an
The media and advertising worlds often talk about creativity, but what does it really mean today? How should we approach it is it a process or something we're born with?
As part of the Cannes Young Lions competition, we asked some of the UK's most respected advertising executives who judge the competition to tell us what creativity means to them.
Zaid Al-Zaidy, chief strategy officer, TBWA/London
The essence of creativity is the same, but the menu just got longer.
Stewart Easterbrook, CEO, Starcom MediaVest Group UK
Creativity is not a process. It is something we are all born with, to varying degrees. We try and create an environment that inspires, protects and celebrates creativity.
Ita Murphy, managing director, Mindshare
Creativity is as essential today as it has always been. Now more than ever ideas are expected to drive measureable results; the two are not mutually exclusive. Great ideas get talked about, change behaviour and ultimately build brands. We believe creativity is everyone's responsibility; whilst some people are fizzing with creativity, it can be nurtured in everyone.
Simon Richings, head of creative, Tribal DDB
You can teach creative thinking to a certain extent, and you can become more creative by practising it, but if you haven't spent your whole life thus far making things, passionately absorbing and reinterpreting every idea you come across, and generally being amazed and involved by all the fantastic stuff around you, then you're unlikely to suddenly become creative. I don't know if it's genetic but it definitely starts early.
Paul Turner, executive creative director, Pulse group
Creativity is a desire and passion and ability to simply create something. It's invention, imagination, curiosity. It's a can-do attitude, just a hunger to see something come to life. It's the thing inside us that makes us enjoy woodwork rather than geography at school. That sends us to an art school rather than an