Why be creative?
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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