‘Creativity’ is one of the most over-used and most mistreated words in advertising. Ideas can come from anywhere and anyone, says Diego De Aristegui
I joined the ad industry about four years ago with a faint idea of what it was about. I had previously been accidentally working as a tax consultant at one of the top four auditing companies in Beirut.
My first corporate title was senior communication executive and the list of respon-sibilities was clear. But there was one that was vaguely inspiring: ‘some-thing something… nurture ideas…something something’. I was reassured this is exactly what I dropped everything for. Day in and day out I’ve had the privilege to intrinsically be par
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