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Tag Archives: creativity

How marketers can encourage greater creative value from their agencies

Share Tweet +1 ShareThis post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search … Continue reading

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Are We Mixing Up Creativity With Innovation?

Share Tweet +1 ShareThis post is by Andrew Armour. Andrew is the M.D. and Founder of Benchstone Limited and creator of CollaborationCafe and MarketingCafe programmes.  He is a consultant who specialises in marketing collaboration, partnerships and innovation. Everyone is a creative and … Continue reading

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An advertising agency perspective on the business value of creativity

Share Tweet +1 ShareAt the CIPSA Category Week in Sydney May 29 – June 1 2012 I invited seven senior industry professionals to be on a panel to help the audience of procurement professionals “Navigate the murky waters of marketing procurement”. … Continue reading

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Is creativity really valued in marketing & advertising?

Share Tweet +1 ShareAt the Caxton Award Weekend last October I delivered this speech questioning if marketers and advertisers really value creativity, the big idea and such. Or just as importantly do agencies actually value the creativity that they spend … Continue reading

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Why financial incentives do not work in driving performance

Share Tweet +1 ShareHere is an interesting video on what motivates people by Dan Pink. Traditionally it has been thought that money motivates people but as research has found this only applies to work that involves mechanical skill. Where cognitive … Continue reading

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An interesting analogy on creativity and ideas

Share Tweet +1 ShareFrom Milton Mastrocessario, VP Creative Director at McCann Erickson in São Paulo, Brazil. He wrote: Always when this season come to town I remember part of “Zorba the Greek”, written by Kazantzakis, (bellow the part I’m talking … Continue reading

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What makes an idea BIG? – Yahoo @ Spikes Asia

Share Tweet +1 ShareAt Spikes Asia 2010 in Singapore in September this year, Yahoo were asking delegates “What makes an idea BIG?” Here are some of the answers from people like James Thompson, CMO, APAC, Diageo and Sir Martin Sorrell, … Continue reading

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Is creativity valued in marketing and advertising? – Caxton Speech

Share Tweet +1 ShareThis is the speech I gave at the Caxton Awards this weekend past in Noosa, Queensland. DW: I think on a weekend and at an event like this, designed to recognise and acknowledge creativity, it is worthwhile … Continue reading

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Seriously workshopping the value of creativity in marketing

Share Tweet +1 ShareMuch is discussed about the importance of ‘creativity’ by both advertisers and their agencies. Many creative awards focus on recognising and rewarding creativity in various categories, disciplines, media and channels. But with so much attention and focus … Continue reading

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Poor marketing process leads to poor results and huge waste

Share Tweet +1 ShareWe have all seen satirical stories of “what happens when business plans a swing”. Here is an update of this concept with major corporations in charge of designing a stop sign. But what are the lessons? 1. … Continue reading

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The good, the bad and the ugly – Adforum Day 2

Share Tweet +1 ShareNEW YORK: Today (6 October New York time) was the good, the big, the bad and the ugly at the AdForum CEO summit. Presentations with Ogilvy, BBDO, Leo Burnett, Dentsu, 180 LA and Profero. I will let … Continue reading

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