It interrupts TV shows. It clutters magazines. It delays YouTube clips. But, with a bit of creativity, it needn't just be advertising. It can be engaging, rewarding and hugely helpful.
An idea changes everything. It cuts through and delivers a message that's both motivating and memorable. It makes cult heroes of meerkats and drumming gorillas. It takes a discount supermarket and creates a new shopping culture. It highlights social injustice and helps cure disease. Creativity transforms brands into trusted friends. So for us, creativity really is the only way to survive. But what is it?
When it comes to marketing communications, creativity is an original answer to a business problem, delivered in a fresh and engaging way. Easy to say. Much harder to achieve.
But so long as there's an understanding of its importance in making advertising that works and actually matters, it becomes much more achievable. And you never know, with a bit more creativity we might be saying how much we all really love advertising. We've always had a bit of a soft spot for it, mind.