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Tag Archives: creativity

How marketers can encourage greater creative value from their agencies

Share64 Tweet +15 ShareShares 69This 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, … Continue reading

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Are We Mixing Up Creativity With Innovation?

Share71 Tweet +11 ShareShares 72This 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 … Continue reading

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An advertising agency perspective on the business value of creativity

Share10 Tweet +12 ShareShares 12At 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 … Continue reading

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Is creativity really valued in marketing & advertising?

Share Tweet +1 ShareShares 0At 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 … Continue reading

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Why financial incentives do not work in driving performance

Share2 Tweet +1 ShareShares 2Here 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 … Continue reading

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An interesting analogy on creativity and ideas

Share Tweet +1 ShareShares 0From 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 … Continue reading

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What makes an idea BIG? – Yahoo @ Spikes Asia

Share Tweet +1 ShareShares 0At 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 … Continue reading

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Is creativity valued in marketing and advertising? – Caxton Speech

Share1 Tweet +1 ShareShares 1This 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 … Continue reading

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Seriously workshopping the value of creativity in marketing

Share1 Tweet +1 ShareShares 1Much 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 … Continue reading

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Poor marketing process leads to poor results and huge waste

Share Tweet +1 ShareShares 0We 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? … Continue reading

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

Share Tweet +1 ShareShares 0NEW 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 … Continue reading

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