Trusting Creativity: Crispin Porter + Bogusky style

Have you read the AdWeek article written by Alex Bogusky? I first discovered it via AdPulp and the sharp eye of David Burn. It’s a good read, but the part I like best is this:

‘We are so lucky to be in a creative field at a time when the economy is running on creativity. Yet we are still inculcated to mistrust the concept of creativity. We may be perfectly positioned, but we spend our time trying to add scientific processes to our strategies and scientific testing to our work. Why do we distrust something that is so easy for us all to identify and identify with?’

Amen, brother Bogusky. Why do we, as creative companies continue to add ‘scientific processes to our strategies and scientific testing to our work?’ Is it the need to prove the work? Is it that pesky ROI question that CMOs are always asking? Process charts and diagrams and pie charts. Sometimes they make me cringe. And sometimes they are one of the best resources we have.

Anyway, food for thought.



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