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.
Paul Feldwick delivers a speech entitled "Aesthetics And Jugs And Rock'n'Roll" TEDx In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group.