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Non-creatives seem to have this idea that creativity is all about nifty visuals and wordplay, but it’s actually about problem solving.
If you have a creative team, use them. They’re literally trained to concept/execute. If not, hire one. There are a lot of folks out there looking for work right now.
I think creativity is a hard nut to crack in PR when you have 10 different mindsets chiming in about what is and what isn't "creative." I'm a super creative person, but I feel like my ideas get shut down 99% of the time and management still chooses to go with generic marketing. I personally think it's holding us back.
It’s a good point to make that creativity isn’t all art or even being unexpected. It can be a lot of different things. Looking at projects from different angles, that viral trend but curated to your needs, it’s all subjective.
Coach
Creativity is soo subjective! And extra hard to crack in PR. I will say, my favorite campaigns have always been ones that acknowledge a basic human experience/truth. Thinking of the Elf too many Dicks campaign
Once I realized that, it because a lot easier to try and identify what that is and how we can solve it (or at least address it)