Deutsch, executive vp-creative director of Deutsch/Dworin, N.Y., was among the speakers who addressed the state of creativity at the 2nd Annual Minneapolis Creative Summit this month, sponsored by the Twin Cities Council of the 4As.
The summit found most attendees enthusiastic about finding ways to improve the creative product in a market where the product already is considered very strong. Little time was spent moaning about a lack of creativity or reduced client budgets.
Deutsch said he goes crazy when he sees creatives looking through old award show books for ideas.
'I think this business should be about new voices,' Deutsch said. 'I say burn all the books.'
Creative people should look for what's making people tick, Deutsch said. And look for the simple idea that can be expressed in a sentence.
Lee Clow, president/chief creative officer of Chiat/Day, Venice, Calif., championed idea-driven work as well. '(Creative Artists Agency) is incredibly good for us,' Clow said. 'It is a statement by a client that says 'I want ideas. I don't want ads.' '
What's wrong with the business, Clow argued, is that there are too many left-brained people who want to plan advertising.
Jerry Della Femina, president, Jerry, Inc., used as an example his weekly work for Newsweek, created, approved and produced two days before it airs. 'We don't have a script or storyboards,' he said. 'I love it; it's electric.'
Copyright Adweek L.P. (1993)