As Damon Stapleton wrote recently, the idea is the gift, the award is the wrapping paper. His employer, DDB Group, shares this philosophy and, in a rather earnest video that showcases some of the best ads ever made, it gives 'the idea catchers' a pat on the back and attempts to prove Bernbach's quote about creativity being the most powerful force in business correct.
On LinkedIn, John Zeigler, chairman and CEO of DDB Group Asia Pacific, said:
Creativity should be an ongoing passion for both client and agency. It’s all about knowing how to get the best thinking first before any work is done; about allowing enough time for the thinking to be strong; and, then valuing the entire creative process to get to the most effective work. It’s about respecting the client, respecting the agency and most of all respecting the work.
Our industry faces many challenges with one of the biggest threats being the commoditization of creativity yet – for some clients - creativity may be one of the few real assets that can drive growth and corporate competitive advantage for a brand.
As communications professionals, we know that creativity can make a real difference to the perception of a brand. And as a communications professional, I also know writing blog posts is not the most convincing or influential way to get a point of view across. So I briefed it in. Gave the team the time they needed, and I now have a short video which aims to capture the essence of what we do in a way that demonstrates the industry’s value and its worth.