On Creativity...

Titanium work was being done long before new technology and social media. Take The Macy’s Day Parade created in 1924. A brilliant brand-building creative idea. Not an ad but a piece of creative that is still building a brand today. Let’s commandeer the start of the biggest shopping month of the year with the ultimate shopper, Santa Claus, showing up on our doorstep in Herald Square. Now, that's an act.

I worry that if we created The Macy’s Day Parade today, we would do it for one year and then ask, “What will we do next year?” Because repeating an idea certainly doesn’t seem very creative. Not to mention, it has very little chance of being awarded twice. However, if you are trying to build a brand with this idea, you might be inclined to keep investing in it.

It is ironic to me that we are in a business that frequently creates campaigns to encourage recycling and conservation. Yet, we are the first to throw away ideas because they’ve been done before or because we’ve grown tired of them. Interestingly, Malcolm Gladwell’s "better-to-be-number-three-than-number-one" seminar nodded to this very thing. Watch what number one does and then do it better. Perhaps that is why we shouldn’t be in the business of creativity. Because that demands that we start over. I would suggest we are in the business of building brands through creativity. We will make slightly different choices if Cannes awards brand building through creativity versus creativity in a vacuum. Brilliant brand building creates equity, and equity has huge value.

via fastcompany.com

This is an excerpt of an article published in Fast Company by Susan Credle CCO at Leo Burnett USA...I loved Malcom Gladwell's lecture at Cannes and believe Susan's commentary is insightful.
To put it in a nutshell, Yes - it is about innovation. No- it is not about wiping the slate clean and restarting from zero but building on an idea and getting better at remixing - ideas, trends, insights. Building off existing concept and remixing them into an innovative point of view that creates that moment when you say "I never thought about it that way". Just a thought.
For a the full article follow this link http://www.fastcompany.com/1763405/does-the-ad-industry-really-need-a-festiva...

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