Creative shops are more accountable than ever and are consumed by the balancing act between being creative and bringing the commercial game to the fore.
Increasingly, creatives must get familiar with the consulting, strategic − and for some − even the programmatic side of the business.
Not only are marketers under tightening constraints from above, but the trickle−down effect sees agencies themselves facing increased pressure to drive the desired outcomes.
A commerical mind has not always been a prerequisite for creatives, and while it's increasingly necessary is there still room for unfettered creative ideas not tied to driving a return?
We ask a a marketer and a trio of top creatives in advertising, does creativity always need to be commercial? Here's a few snippets from our latest Big Question:
Jamshop head of art Becq Hinton: "The reality is commercialism and creativity need each other to survive in today’s world."
BMF Australia creative director Jen Speirs: "The lucrative commodity is creative thinking."
KWP! creative director Corey Swaffer: "There has to be a motive. Otherwise it’s just creativity for the sake of creativity."
Chief marketer and chair at Group Lark, Andy Lark: "Being commercial in nature is likely the right path for all creative, but not all paths are the same or lead to the same places."
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