Ed Cotton: Ad Creatives Need “Artistry”, Not “Creativity”

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.

Ed Cotton, BSSP
  • 21 december 2010

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.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights

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