Creativity isn’t an advertising ghetto

by Herman Manson (@marklives) It all started well before the Cannes Lions International Advertising Festival became the Cannes Lions International Festival of Creativity. It was probably inevitable – advertising has spent the past two decades evolving at such a rapid pace that what we thought of as ‘ads’ then certainly won’t hold ground today. The ad industry solved it by replacing the word ‘advertising’ with the word ‘creativity.’

With ads no longer du jour industry award shows are positioning themselves as being about ‘creativity’ that’s lead by ‘creatives’ producing great ‘creative thinking’ and big ideas. Marketing, advertising and creativity have been nicely bundled together and not only changed our lingo but also excluded a lot of stakeholders in the process.

Yet communication today is about a lot more than a Creative Director’s definition of creativity. It’s very much about speed, authenticity, information, accessibility and a host of other factors.

Neil Parker,writing in Fast Company, notes that it’s “a truism that making a brand succeed today requires a bazaar-like variety of skills, that go way beyond strategizing, copywriting and art directing. You need product development, coding, social, customer service design, internal culture transformation and a raft of other crafts… Which means the industry has a problem in its structure, not just its name.”

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