Creative teams are known for coming up with crazy ideas. But most of them are not crazy at all, argues Gabriel Schmitt, Global Chief Creative Officer at Grey.
Speaking at this year’s Dubai Lynx, he gave an amusing talk on how the most ‘out there’ ideas often have strong business reasons behind them.
Schmitt spoke to Campaign Middle East editor Justin Harper on the sidelines of the festival about the power of creativity in solving real business problems. But he cautioned that some creative leaders don’t always think this way.
“A lot of times agencies come up with crazy, amazing creative stuff that is not responding to business problems that the clients have. Then you get into a crazy co
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