Back in the "Mad Men" days, only writers and artists were held accountable for driving an agency’s creativity. Today, that dynamic has expanded to include just about everyone.
Whether it’s the account services team bringing fresh ideas to clients, the business development team finding new ways to engage with prospects, or creative services producing content, everyone has to be creative for the agency to succeed. Individual contributors also must be able to tie their creative efforts to measurable ROI.
Why is creativity so important? Because for agencies, creativity is currency. The successful execution of good ideas separates top agencies from closed shops. The barriers to entry for marketing are ... Read More