Creativity is in the ICU
How the creative industry is sick and in need of care
When I decided to work in the creative industry in 2004, what caught my eye the most was the creative power of the most diverse media: audiovisual, web, games, advertising. It was impressive.
If you ask anyone over 30 what the most creative campaign they can remember is, the answer will hardly be about a current campaign. The recall is about an old and memorable campaign. Take the test and ask your group of friends.
Have we stopped being creative? Or is it just nostalgia and generational displacement?
I can list a series of diagnoses and causes. But the core of the problem (and the solution) lies in the relationship between clients and creators.
The relationship was very similar to that between a doctor and a patient: closer, more trusting, and more humanized. Clients were looking for strategic partners who would add value to the brand through new ideas, creative solutions, and products that would make those who accessed the products sigh.
The bureaucratic relationship was taking over the operation. If before we were all together in the same room building strategies and ideas that impacted the consumer’s life (a disruptive game, an innovative platform), today, the briefing arrives in a…
