Do clients value creativity as much as they used to?
In short, yes. In a fast moving, noisy world creativity provides the cut through businesses and brands need to stand out.
Clients engage and respond to creative that has an impact on their brands, their customers and their business. Without creativity and a culturally disruptive idea, the greatest optimisation plan in the world will always be limited.
Clients do value creativity as much; however, they don’t value the traditional agency process. Clients want creativity to present itself differently and be delivered through nimble ways of working, progressive cost structures and responsive models. Creative agencies today need to live two truths: creativity is now more important than ever, and agencies need to constantly disrupt how and what we create.
CATHERINE HARRIS MANAGING DIRECTOR TBWA \ NEW ZEALAND