March 2016

Last week a college student looking to get into the advertising business asked me if I thought creativity was broken in today's world. The question made me pause, particularly since I own a company (78MADISON) that essentially makes its living on creativity. I'll be honest; I told him I couldn't give him a good answer, but would get back to him. I needed to ponder; and I did respond.

My answer...

I don't think it is broken, but I do think it is suppressed to a greater degree than at any time in my lifetime. People in corporate offices in general are a little afraid to let people show their creative sides. The way business works today, we get immediate feedback on numbers, campaign results, etc. The Holy Grail, right? Yet I think this immediate feedback also keeps us from taking risks, trying new things, and staying the course on ideas that maybe would work with a little time and tweaking. Today we look at an idea and evaluate it on a two-day time frame. We don't allow time to play out.

What do you think? Is Creativity Broken?

Joe Bouch
A full service advertising agency in Orlando