The “Creative”

The word “creative” can be risky. In an industry like advertising, word choice is crucial. It can make the biggest difference in the world, especially if it is used to describe a person’s job title. A simple word such as “creative” usually has good connotations. It is associated with innovation, art, crafts, and performances.

However, it also has a dark side. Why? Because, it labels people, and with labels come the misconceptions.

Usually, the term “creative” is used for the department in which Copywriters and Art Directors work.  This logic, however, implies that people outside this department are not creative. Planners, account managers, marketing directors and even clients are left out of the creative circle.

Does this mean that they are not creative people? No, they may not be wearing burgundy skinny jeans (I am not ashamed to say I own a pair…OK, maybe a little), or have a handlebar mustache (I don’t have one…yet), but behind those grey suits there are some truly ingenious brains.

Some people believe that “creatives” should be treated differently. In fact, one of the discussion points for this blog assignment was, “How can a left brainer get the most out of creatives?”

I don’t like the distinction of “left brainer vs right brainer.” To get the best out of anyone, regardless of their field of expertise, you need to inspire them. You need to make them believe that what they are doing means something.

Carlos Bayala, executive creative director of Madre Buenos Aires (a partner of London based agency Mother), said in a conference to students, “You can’t put a label whether you are creative or you are not creative. You are in either in a creative state or you are not. Nobody has the authority or wisdom to call anyone creative. But rest assured that under the given circumstances and proper working environments you will feel more creative”. And he was not referring simply to the “creatives”. He was talking about the agency as a whole. I think this thought is brilliant and true. That’s one of the reasons agencies tend to create working spaces that are fun and exciting.

This is the same reason Miami Ad School has a ping pong table and an Xbox at the lobby. Creativity is a state. This atmosphere Bayala speaks about will create a synergy between the team that will inspire the work, making every individual his or her best.

The industry has evolved, and right now everyone has to be both creative and strategical. Those two words must co-exist. This business is about presenting solutions to a client; Creative solutions. And that should never be limited only to people in the “Creative Department”.

Here you can find a link of Carlos Bayala’s conference (unfortunately it is only available in Spanish)