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November 2012

What constitutes “creative?”

A while back, I was having a conversation with John Warner. If you aren’t familiar with John, he is a consultant, venture capitalist, and all-round visionary. John mentioned the book, The Rise of the Creative Class. This kicked off a discussion of what exactly constitutes “creative.” Our industry has always defined the term rather narrowly. In advertising, “creative” is the term for the people and processes by which promotional concepts are conceived, developed, and produced. The Rise of the Creative Class (and John) define the term more broadly. They would include engineers, architects, city planners, software developers… as well as…

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