Psychological studies reveal that highly creative people have a strong interest in apparent disorder, contradiction and imbalance. Indeed the UK’s IPA has further segmented this with its Diagonal Thinking research.
Now, I consider myself to be somewhat creative, but I am not sure whether to take such an observation as an insult or a compliment. I am also told that being creative does not necessarily go hand in hand with being intelligent.
Peer inside the Britannica Concise Encyclopaedia and you’ll discover that the term creativity is defined as a richness of ideas and originality of thinking.
This definition is spot on and the reason why marketers value the creativity of their agencies and the people who work for them so highly.
Even considering the economic restraints on brands, creative ideas will continue to win pitches. After all, creativity is often the only thing that differentiates one agency from another.
So why is creativity such a door opener to new business? Well, big brands have all the research tools and buying muscle they’ll ever need as well as slick internal processes such as procurement, but so do all their competitors. Clients have come to realise that it is creativity which makes their brands stand out from the crowd, particularly post-recession.
This thinking is broadly accepted as being on the money, yet the belligerent flow of old ideas badly produced continues to make buyers and consumers numb.
We live in a world where the individual has done more than that of any generation…as a result we expect more, a lot more. Good is the average and average is bursting at its seams. Therefore it stands to reason where a brand needs to be and how to get there. If you’re not there already, trust me the competition will be soon.
by Patrick Danaher
Director of Marketing
Cross-posted at Ignite Something on the Forbes CMO Network