How creativity is bad for your ad team

July 19th, 2012 / Comments (0)

Drew McLellan, famed Iowa ad man and "top dog" of McLellan Marketing Group, says so in the BR:

But does it serve our businesses and our business goals? On the surface, it’s easy to argue that creativity is essential to good advertising and marketing. Whether it’s strategic nuances and insights, being innovative in your brand and how you express it, or marketing materials that capture the audience’s attention and imagination – all of those are built on a foundation of creative thinking.

But I’ve been in some situations recently where it was evident that the long-term objectives were not being well served by an infusion of creativity. So let’s look at how the very thing we work so hard to capture can also be a detriment.

Nobody ever comments on the Business Record's articles, so you can just go ahead and discuss here: creativity -- always bad? Best in small doses? Or destined to run free across the plains?


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