For one, 'creative' is not a noun. It's an adjective. A reference to an ingenious or unexpectedly resourceful quality. And it is more suggestive of function than form.
But somewhere along the way, chiefly in Advertising parlance, 'creative' became a noun. A tangible thing. An end in itself. Eventually, the creators of 'creatives' too were labelled 'creative'. It now represented, not an attribute but a designation!
This creative-by-default situation has one potentially self-defeating side-effect. We lose sight of the real yardstick for creativity: The end result.
The onus is back on the Advertising industry to equate 'creative' with originality, imagination, and a productive outcome. Who in their right minds would want to kill that?
The Anatomy of an Ad Campaign. (That's lasted over 21 years and won
hundreds of awards.)
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Debra Fried won't like this.
Which is all the more reason for me to do it.
Ogilvy when she was there, in the 90s, the 00s, the 10s and the 20s, was a
pl...
9 hours ago
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