The Heart Of The Matter Posted on | The Drum


Depending on who you ask, creativity is the lifeblood of the advertising business or a vacuous buzzword.

The Drum asked 10 marketers for their opinion on the role of creativity in the industry.

Richard Berney, executive creative director, 303 MullenLowe, Perth

You don’t need creativity. Not if you have a truly unique selling proposition without competitors, coupled with a devoted customer base and a media monopoly. When Henry Ford launched the model T he didn’t need creative marketing.

Marketing was enough.

Cut to 2017 though, and consumer attention is our scarcest commodity. We are busy, we have money and we have choice. If we are not in love we just swipe right. There’s always another option.

So, for goodness sake, give me love. Give me creativity.

This article was originally published on The Drum