Magazine article Marketing

Drop in Creative Tension May Kill off Imagination

Magazine article Marketing

Drop in Creative Tension May Kill off Imagination

Article excerpt

Are there fewer creative tantrums in advertising agencies than there used to be? And if so, is it affecting agency creativity for the better? Or worse?

Once upon a time creatives would hurl a typewriter at you as soon as look at you. (This pastime is trickier nowadays, with plugged-in workstations.) Most afternoons most of them would be sloshed. Sloshed creatives get wild at the drop of a storyboard. One ill-judged word and their invective would start flying, followed by their magic markers, followed by their layout pads, waste bins, old shoes and books (but never D&DA annuals, which were and are sacrosanct). Having thrown everything else about they would occasionally throw a punch or two for good measure. Today they drink designer water and the worst they do is sulk.

Market research on this subject isn't easy to come by but unstructured interviews (ie lunchtime gossip) with other greybeards suggests they, too, have noticed the Sharp fall in the creative paddy index. So why are today's copywriters and art directors less prone than their forbears to beating the living daylights out of anyone who has the temerity to question their creativity?

Could it be creatives no longer care as much as they used to? No way. Creatives are as passionate about their work, and as stubborn, as they ever were. Long may it remain so. Could it be creatives have learned to be more polite to their colleagues and comrades? You must be joking. Creatives, in all walks of life, have been confrontational throughout history. …

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