How to Turn Creative Tension Into an Inspired Creative Product

It's a partnership that feels almost like a marriage

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Fifty years ago, Bill Bernbach had the bright idea to pair copywriters up with art directors, and creative teams have been the backbone of the advertising industry ever since. These relationships require as much trust, understanding and emotional dexterity as any marriage, and they hold a huge influence over the trajectory of a creative’s career. But while you’ll find a lot of literature on the creative process itself, it’s not easy to find advice on how to create and maintain a successful creative partnership.