“We can’t solve problems by using the same kind of thinking we used when we created them.” —Einstein
Stating the obvious here: he’s talking about creativity.
Modern advertising has evolved into a cluster of jargon. ‘Content curation’, ‘B2B’, ‘B2C’, and my favourite of all, ‘disruptor’, to name a few. Whatever happened to the good old creative hit in the face that makes you chuckle, makes you stop chewing your food for moment and wait for the punch line?
Granted, some of the jargon above is useful to the process—to a certain extent. Creativity, the magic that gives soul to a stack of tyres, or the voice of an angel to a detergent, is what makes the world go round, and as my creative soul demands, creativity is what makes the cows come home.
So go on. Remove the clusters. Get creative. Walk into the meeting room with the intention of making them laugh, because if they do, imagine how many more will when the punch line hits national TV.
Roles and titles current when this article was published in October 2017.