CAREERS: Comment - Creativity is the property of all in ad agencies

Advertising agency recruitment used to be a paradox. Find the brightest and the best, test their creativity, then if they were going to deal with clients, put them in a suit and don’t let them anywhere near the creative product lest they should pollute it.

Advertising agency recruitment used to be a paradox. Find the

brightest and the best, test their creativity, then if they were going

to deal with clients, put them in a suit and don’t let them anywhere

near the creative product lest they should pollute it.



The creative process and the advertising end-product was very much the

preserve of special ’creative people’. This encouraged the belief that

the rest of the advertising community, including clients, were not

creative.



This was probably the cause for so many talented creative thinkers

moving on to other industries.



Things have changed. Now is the best time for creative-minded business

people to enter advertising. Agencies have woken up to the broader range

of creative talent in their corporate bodies.



The breadth of an agency’s remit has never been greater. For an account

director, directing the advertising on an account is now only part of a

much more challenging and fulfilling job.



Where ’creative’ used to mean two people sitting in a room dreaming up

an ad, it can now mean a whole business thinking creatively about how to

realise commercial opportunities.



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