Genius or Process? How Top Creative Directors Come Up With Great Ideas

Strategies for making magic

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It's a bit of a pointless exercise to ask creative people where they get their ideas. (As if they know.) What they can reveal, more reliably, are the processes, environments and strategies that have worked for them as they pursue that mysterious eureka moment.

Five top creative directors discussed their personal approaches to idea generation Tuesday at an Advertising Week panel moderated by Fast Company's Teressa Iezzi—debating the role of everything from brainstorming sessions to pool tables to complete and total panic on the long road to a big idea.



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