3 Tips for Entangling Creativity and Innovation in Advertising

Engineering and creative teams need to work in unison

illustration of two hands, one black and one white, screwing in a lightbuld
Integrating tech practitioners, engineers and data scientists with creative minds makes ideas bigger and more impactful. Fairywong

Spend a day browsing the business press or attending a few seminars at an industry conference and you will hear two words dozens of times: innovation and creativity. An idle observer would understandably think these are the two secret passwords for opening the gates of industry fame and fortune. But for all their popularity, these two domains rarely overlap in practice. To borrow an old and familiar phrase, they are more like two ships passing in the night.

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This story first appeared in the March 2, 2020, issue of Adweek magazine. Click here to subscribe.
Deb Boyda is the U.S. CEO of Isobar Group.