Letters

The Importance of Being Creative—and Effective

The new year always makes me philosophical, and this year, I find myself wishing that two things will change.

First, I wish that, as leaders of the advertising community, we can evolve enough to stop regurgitating the same age-old conversation about the value of creativity. Second, that we can retire TBWA\Chiat\Day as the poster child for “self-indulgent creativity.”

My thinking was prompted by “Does Creativity Count?” [Adweek, Dec. 11]. I completely agree with Brendan Ryan’s comments in the article: “You can’t separate creativity from effectiveness” and “it is the ultimate arrogance to think you can.”