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As our November holiday approaches, we find ourselves reflecting on the many things we’re thankful for. As a long-time veteran of the ad business, I’m thankful for the creative people in this industry, who breathe life into campaigns and brands on a daily basis, despite ever-changing client priorities and challenging economic environments.
While many of us account people, strategists and media folk are indispensable teammates in this crazy business we’ve chosen, creatives are the heart and soul of our industry. They’re the visionaries, the innovators and the problem-solvers who craft compelling stories that captivate consumers’ imaginations and drive results for brands. Their resilience and dedication are what make this industry flourish.
And in the face of the growing chatter of AI overtaking the creative process, I want to take a moment to appreciate what creatives have brought—and will continue to bring—to our industry.
Resilience, the creative spirit’s armor
In the advertising world, resilience is the lifeblood that courses through the veins of every creative professional. Think about the countless pitches and concepts that never saw the light of day, the sleepless nights refining ideas and the determination to stand back up after being rejected time after time. These gifted thinkers have the ability to bounce back from rejection, adapt to ever-changing trends and continue to push the boundaries of communication.
Yet, while the best creative thinkers have built up this resilience—always thinking there’s another, better idea out there—it’s up to all of us to hold a healthy respect for their output, even if we don’t like it or maybe even disagree with it. Because, as much as we try to separate “the work” from the person who made it, we all should understand that the creation is a part of them, too. So, before you start hacking away at an idea, take a breath and understand the personal implications of tearing it apart.
The real job of a creative is problem-solving
Creativity and problem-solving go hand in hand in the world of advertising. Most creatives see each project as a puzzle waiting to be solved, with unique challenges that require creative solutions. This dedication to problem-solving is what makes creatives so special.
It’s also why they’re so annoyed when they’re told what to do. When we do that, we’re wasting their ability to look at the world through a different lens, find inspiration in unexpected places and design a solution that solves the problem in a way we may not have considered.
