Why be creative?

Why be creative?
Henry Lambert
  • 30 november 2005

W+K argue that:
‘It’s fair enough to criticise agencies for claiming a category generic, ‘creativity’, in a way that fails to differentiate their offering and is arguably unsubstantiated by their output. Creativity is a vague and subjective term. We would never suggest to anyone that they should work with us or for us because we’re ‘more creative’. It would indeed be meaningless and unprovable.

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