Sunday, August 2, 2009

On Being TRULY creative. Are you a creative guru?

Are you a creative guru? Do you have one leading your creative team if you are an agency or a marketer? Find out. Read the recent blog post by Brand Strategy Insider.

Recently they had a post about Bill Bernbach and what made him a true creative genius.

Bill didn't go for the advertising du jour. He rose above it and pushed for ideas that stood out and made a relevant message even more so appealing. While in our business most CDs want to mimic what's hot or ask their creatives to bring them stuff that "would be seen in the books."

Here is an excerpt from the post:

People don’t want to be different. They want to be better. Clients want advertising à la mode. And most creative directors want the same thing. ...

That’s why it’s hard to recognize a great advertising idea. It doesn’t look right because it goes against accepted wisdom.

I remember a new business presentation we made to a large account a number of years ago. The company’s CEO dismissed us by saying: “Your ads have big pictures and this is the era of long copy.”

WHAT?!? This is time to fire the client.

And please let me never be THAT kind of creative director.

Marketers, I must ask the same of you. Push for being more. And when your agency brings you something new and different, be OPEN to it. Is it on strategy? If yes, then be OPEN. Trust your agency to lead you into great things and if you don't, then get an agency you DO trust.

It's the least we can do for our brands and for poor Bill Bernbach who would be rolling over in his grave if we didn't.

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