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Creativity Is 4A's Rallying Cry

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NEW YORK The American Association of Advertising Agencies is attempting to re-establish creativity as the cornerstone of the industry in New York through a series of roundtable discussions, classes and a daily Web log.

"Creativity is the cornerstone of the business and the draw that attracts the best talent," said Rob Quish, chairman of the New York Council of the 4A's and president of Lowe in New York. "Overall, people generally consider New York to be the home of the biggest and not the home of the best."

The agenda will kick off March 3 with a presentation, "Inspired: The Business of Creativity in New York City," given by architect Fred Schwartz. His team is one of two providing plans for rebuilding Ground Zero. Among other topics, Schwartz will address the difficulties of selling creative ideas, Quish said. This initial event is by invitation only, but future talks will be open to a wider audience, he said.

The council will also sponsor classes on selling creative work, communicating abstract ideas and the art of negotiation for creative staffers. Consultants and industry experts will lead the daylong seminars, Quish said.

An ad council Web log, designed by Electric Arts, will provide a forum for industry members to discuss creativity in the city and learn about art and pop culture events in New York.

More information about the programs can be found at www.aaaa.org.