These are the current issues of Fast Company and Strategy + Business. Now, either it's a slow newsmonth in business-wonk land or creativity is an important issue right now. And, well it is, HBR are always writing about the importance of creativity. Getting access to the right sort of creativity at the right time is clearly a huge issue for businesses everywhere.
Yet here in adland we seem determined to prove we're not a creative business at all. The IPA particularly seems determined to turn advertising into a regulated, predictable profession like any other. The IPA effectiveness awards plough on, but to what effect who knows? It seems that if anyone still needs to be convinced of the value of advertising then a few more awards aren't going to do it. And for everyone else, why are we still flogging this horse?
The one bit that it's worth paying agencies for - unpredictable, lateral ideas - seems to be the bit that the industry plays down in its ceaseless quest to be as 'accountable' as other industry supplier.
Oh, I dunno. I had a bit of a head of steam when I started this post, but now I'm not quite sure what point I'm making.
I guess it's this.
Business is crying out for creativity, for business partners who are different and interesting. Not like them. And the last 10 years of advertising industry thinking seems to have been about proving that we are just like them. We're just another big business. This seems counter-productive and short-sighted to me.
Does that make more sense?