This is something that is often asked by those not creative and is a hot topic in terms of definition. By trade, creative agencies (ad agencies, marketing agencies, PR agencies) are a tight combination of creativity and intellectual strategy. Intellectual everyone “gets” – that involves the brain. But so does creativity. It’s not a “fluffy, cupcakes and unicorns” sort of intellectualism. It’s another side of the brain, as we all know, from finance, economics and law. But wait? Don’t all those things involve creativity too? So really, they really aren’t necessarily separated by left and right sides of the brain. Most people use both every day and don’t even realize it.
For us at Bark, creativity involves the ideology of art combined with strategy for our clients. As we like to say, “pretty isn’t good enough.” That’s for our industry, at any rate. Developing and creating pictures to define a company’s brand isn’t just coming up with pictures – it’s understanding the logic and definition behind it. Without that understanding? Pretty pictures that have no ROI (return on investment).
This doesn’t just hold true for Bark, but also for most creative agencies – we aren’t unique. All of us that encompass this philosophy that defines creative as a successful development of ideas and deliverables that work for the nice people that hire us are the successful ones. Not by our own right, but by our clients’, as well.
Wikipedia defines creativity as the invention or origination of any new thing (a product, solution, artwork, literary work, joke, etc.) that has value. “New” may refer to the individual creator or the society or domain within which novelty occurs. “Valuable”, similarly, may be defined in a variety of ways.
Wow, that’s heavy.
Merriam Webster defines it as follows:
The ability to produce something new through imaginative skill, whether a new solution to a problem, a new method or device, or a new artistic object or form. The term generally refers to a richness of ideas and originality of thinking. Psychological studies of highly creative people have shown that many have a strong interest in apparent disorder, contradiction, and imbalance, which seem to be perceived as challenges. Such individuals may possess an exceptionally deep, broad, and flexible awareness of themselves. Studies also show that intelligence has little correlation with creativity; thus, a highly intelligent person may not be very creative.
We don’t necessarily agree with that because intelligent people have to come up with creative solutions to “intellectual problems” every day.
So at the end of the day, we ask – what is YOUR definition of creativity. It may differ vastly for each individual in each walk of life, but we truly believe that each person, each entity, uses it every single day.