I love creative people. I learn from them, I am inspired by them and I admire their abil- ity to see what others don’t. I believe that everyone has within them a spark of creativity and I am impressed by those who reach the pinnacle of our industry by nurturing their latent talent.
However, as much as I extol these individual’s virtues as being the essential imaginative drivers of our industry, I have to acknowledge a yawning chasm between creative dreaming and operational effectiveness.
Anyone who has worked in a large or award-winning agency knows a few things about senior creative talent. They may be lofty visionaries who envisage and generate great content, but where they excel in in terms of
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