Profitable creativity

creative

There’s a discussion about the how important it is for brands to win an award at the Cannes Lions (for agencies the answer is obvious), and how effective a creative/artistic campaign is. Some say there’s no benefit, but others like Jonathan Mildenhall, VP of global advertising strategy for Coca-Cola, makes a case for it here through the best business language possible, earning and market share figures.

The case for supporting creativity as a good business model can be observed in different industries, be it in music where innovative bands like Radiohead and Bob Dylan have legions of long-term, highly engaged consumers/fans. In TV, veteran risk-taker HBO has been rewarded for taking many risks with their original programming; AMC is following their steps with good results and FX just struck gold with Louie; recently we have seen how Christopher Nolan and the people at PIXAR have had positive box-office numbers while taking creative risks.

Those are just a couple of examples but they help to illustrate the point: worthy creative ideas stand out. Be it for their artistic, intellectual or clever qualities, they open up our senses, lowers our defenses, and allows us to absorb and connect with the experience on a higher level.

Saying that people only want more of the same is just something lazy agencies or over-conservative complacent companies say (we’re looking at you Yahoo! and RIM).

Engaging material might not carry instantaneous mass appeal, but it will have a steady growth that will not only win over the skeptics, it will turn them into a long-term voluntary spokesperson that would promote and defend the brand they consider praiseworthy.

People crave innovation; they want to feel intellectually stimulated instead of being taken for mindless sheep’s, and in these over-sharing times where companies can’t control the conversation, there is no choice but to raise the level.

5 Responses to Profitable creativity
  1. Eric Nathaniel Wilson Reply

    I’ve read some good stuff here. Definitely worth bookmarking for revisiting.

  2. Monte Reply

    I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply as I’m looking to design my own blog and would like to know where u got this from. thanks a lot

  3. Kala Georgi Reply

    Awesome Training video! We from the United states would not have the opportunity to undertake that, as the law would not allow the windows to be opened, and in many cases whenever they had been, our fat asses could under no circumstances suit outside of them to reach the shutters! Boo-hoo, I would like another cheeseburger.

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