Now that’s creative!
Have you ever been in a presentation and noticed that the often-heard expression “Now that’s creative!” can be really ambiguous? I’d say it’s an expression that usually announces bad news. The creativity of ideas has ceased to be the point of it all. Because if creativity is your main focus, you end up in an endless discussion full of subjectivities. “Now that’s creative!” usually means:
1) it can’t be made,
2) it’s very expensive,
3) it’s not in line with the current strategy,
4) it’s unrealistic or
5) it’s just plain weird.
The times when creatives ruled, are now well behind us. By now, clients usually choose the less creative ideas. I can’t blame them. Because if I look at my daily work, it’s clear to me that the most creative ideas are not automatically the most effective. Ideas that are less creative, usually fit reality easier and that’s definitely a plus; we’re in it for the clarity and the persuasion. We allow our clients to participate in the process, even in a concept presentation. We don’t want that huge, walled-in presentation of ideas on large screens — because such a presentation wants to be untouchable instead of coming down from the ivory tower of creativity to the ground floor, where real life is. True or true?
Harriet Onderstal | Vibes for your brand