ogilvydo.com

creativity is not just about the execution of a brand idea or concept. it is something that needs to be embedded in the philosophy and practice of every organisation. the business world has fundamentally changed over the last few years. a wider vision is needed; an ability to think outside the traditional paradigms. business leaders are recognising that in order to survive and thrive, they need to break through the conditioning of the familiar. they have to think differently and embrace creativity as a critical business tool. we believe that those of us in the marketing communications industry need to be front and centre in leading businesses into a new era. we are calling this the creative age of business. for too long, discussion has been centered on creativity in execution alone, as if it is a commodity that can be traded and bought off the shelf. we must think bigger and realise the potential of creativity and the critical role it can perform across an organisation. creativity is a