We hear a lot of people talk about creativity – “we need to be more creative”, “how do build creativity into our everyday approach”, “let’s think of a creative solution”. What is less frequently discussed is how creativity can deliver value to clients and their business.
The best ideas are often not the ones which are the most left-field, flamboyant or the outrageous. While ideas which are a bit quirky or different can hit the mark, the most important filter for ideas has to be whether it helps a client achieve their objectives.
Is the struggle with the awareness of a brand? In that case, a PR stunt or high profile event may well be the best approach.
Are you having difficultly gaining traction in strategic discussions? Perhaps a comprehensive thought leadership campaign is the right creative solution.
There is no clear benefit in creativity for creativity’s sake. You can spend money building a slide in your office, buying bean bags and painting rooms different colours, but what is the result of this activity? In the PR industry, it must be that we can generate ideas which help clients achieve outcomes. Read the rest of this post