The creativity will be meaningful or not at all

Now these are some sage words:

This is a shoutout to both clients and agencies, reminding us to embrace meaning as a state of mind, not just a positioning. We are all responsible for the impact of our work.

Tell me who your clients are and I’ll tell you who you are. With that in mind, all agencies should choose those clients who are also nice people, fearless, trustworthy, who share the same values and who want to do more than just profit. 
While agencies need to work on improving the meaning quotient among their creatives and stop measuring success by awards, creatives themselves need to become more troubled by today’s society problems, and look for clients who allow them to fight to make things better.

On the other hand, clients would be better off not using storytelling as an excuse for imposing their worldview on their customers and instead becoming relevant by mirroring people’s real lives, recognizing their outlook, pains and gains. Brands need to become bold enough to experiment, assume vulnerability and transparency, and focus on being meaningful in everything they do.


We have to put our creativity to good purpose and fuel it with meaning. And when does our work feel meaningful? “Whenever it allows us to generate delight or reduce suffering in others,” answers Alain de Botton in ‘The pleasures and sorrows of work’.

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