Ed Cotton: Ad Creatives Need “Artistry”, Not “Creativity”
"Account Planning Guru," Paul Feldwick argues that creative needs to be thinking about "artistry", rather than originality as the way to develop ideas that generate a strong emotional response.
This is a nice presentation from “Account Planning Guru”, Paul Feldwick, from a London TEDx conference, where he provides an interesting perspective on the problems surrounding the definition of creativity.
He touches on the obvious problem of its very intangibility making it a tough concept for business to grasp, but goes on to explain how he thinks its been wrongly pigeon-holed in the “innovation” space, which implies breakthrough thinking.
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Image by Veer.
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