I think we should abolish the word ‘creativity’

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Screen Shot 2015-05-02 at 6.12.42 pm.jpgBy Simon Veksner

Creative Partner, DDB Sydney

Wendy Clark, a senior Coca-Cola marketer in the US, is well-known in Agency circles as a force for good – a Client who has supported great work, time and time again.

And I love that – as chair of the Effectiveness jury at Cannes this year – she writes an article that instead of arguing for the primacy of effectiveness, makes a plea for the importance of creativity.