It’s time for creatives to wrest the advertising industry back from capital.
Back from the financiers, back from the media buyers, back from the planners and all the obfuscating fuckwits that think creativity is a dime a dozen.
John Hegarty says there are two kinds of creativity in advertising.
‘There’s creative problem solving. It’s important. It’s something we all have to have, in order to do what we do.”
‘Then there’s creative magic. That’s the job of creatives. That’s what the creative department is for. John couldn’t care less if an idea has all the creative problem solving in it but with no creative magic.
‘If there’s no magic, there’s nothing.’