Is 'Great Creativity' Your Agency Position? It better not be. Because it’s a failed position and it won’t win new business.
Great “creativity” and great “creative” have become confused, cultish advertising descriptors that were only meant to suggest a means to an end, a step on the way to a conclusion. Instead, the words have become over-hyped signifiers and poor identifiers in a world impatient for punch lines. And results.