We have some notions how advertising does and does not work. We have accepted that a lot of advertising truths, for the most part, are lies. We have seen new brand building methodologies replacing the old. We have a deeper appreciation of strategic thinking.
Having consciously prepared ourselves to understand the advertising process, we can now enter the creative process.
Creativity, according to Dorothy Parker, is a disciplined eye and a wild mind. The question is, how disciplined and how wild?
Creativity is supposed to rely on inspiration. But as any author, artist, actor or composer will tell you, inspiration is unreliable. ...