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At a recent awards show, we were fortunate to bring home a few more Best This and Best That trophies, but the polite applause was soon replaced with whispers throughout the ballroom: “Our clients don’t really want great creative;” “We get good awareness and message recall scores. That’s what counts. Why waste your time doing ‘cool stuff’?”
Why do great creative — insight-driven ideas that tell the story in surprisingly new ways? It’s an age-old question that haunts writers and art directors who want to bring that spark and excel in their craft.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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