Ad creatives need "artistry", not "creativity"
/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.