At Last, Someone Said It: ‘Creativity Isn’t Everything’
Patricia | Aug. 10, 2011

PizzaGuyAh, a man after my own heart.

Russell Weiner, chief marketing officer for Domino’s Pizza, said what anyone who has worked with the wrong type of ad agency already knows.

You can waste a lot of time, money, and effort pursuing “cutting edge” creative that only entertains the staff members who get to spend all day in brainstorming sessions to produce campaigns that might win the agency another peer-awarded accolade. Meanwhile, your product or service treads water. Weiner:

Creativity isn’t everything. Base the creative solution in something not creative — which is real business insights, real consumer insights, real data insights — and use those as a springboard.

There’s no such thing as creative for creative’s sake. When you have a super creative agency, if you don’t have a strategy … it almost exacerbates the problem.

And by “super creative,” I think we all agree we mean agencies that create campaigns that rely on stunts, crowd sourcing with no staying power, and empty platitudes; and that lack understanding of your product or service, or its users.

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