Hasta La Creative!

Some people are creative, some aren’t. It’s a view many of us gain from childhood, and our job titles only confirm this division — if you’re not a “creative,” you’ve no business attacking client briefs. But this view isn’t just wrong, it’s dangerous.

A multitude of once integral industries — photofinishing and movie rental stores to name a few– are being rendered obsolete by digital technologies. In the midst of this turmoil, established brands are turning to agencies to make sense of the disruption. They expect the “creative agencies” to give them an injection of creative thinking at a higher standard than they could achieve on their own. The presumption is that the creative industries are more adept at, and more committed to, building systems that harness the creative abilities of their individual employees.

In a Journal of Consumer Marketing article, Dennis Pitta, Van Wood and Frank Franzak argue that “in reality, the majority of marketing organizations enjoy neither creativity nor innovation. One fault is that these organizations fail to build a culture that values creative or innovative ideas from all of their employees. The result is lost profits, opportunities and a wasting process that may lead to failure.”

Continue reading at AdAge.com