Only the brave will reap the benefits of creativity

There’s an old saying in screenwriting: If you want to reveal the truth of a character, dial up the pressure and force him or her to make a choice. Well, it seems a choice is being forced upon our industry, and I think it’s a great thing. A recent Forrester report, “The Cost of Creativity,” suggested—or rather, lamented—that “The value of agency creativity is at risk of disappearing.” It doesn’t take a brain surgeon to figure out how we got here. Margins tighten, media fragments, agencies diversify their offerings in order to “stay relevant” and grab new revenue opportunities. Play it out and it’s easy to see the cost: an industry plagued by short-termism, seeking guarantees that aren’t there from data and analytics, and searching for answers in old debates like big agency-vs-small and AOR-vs-not. Perhaps most importantly: A creative discipline that has forgotten its only truly effective product offering. If it sounds like the sort of rhetoric that we typically dish out to clients, it is. So, what happened? If it’s any consolation, where we are today is largely of our own doing.  Like most change, it didn’t occur in one sweeping, easy-to-detect moment, but in lots of small incremental steps, including: —Defining the quality and bigness of an idea by the variety of media placements in which it appeared. —Putting the priorities of the media platforms on which our our brands live before those of our own brands. —Taking way too long to realize that digital media... Continue reading at 'Advertising Age'

[ Advertising Age | 2019-09-26 07:00:00 UTC ]
News tagged with: #comfort zones #origin story #advertising campaign #ad campaign #real difference #digital media

Other Publishing stories related to: ' Only the brave will reap the benefits of creativity '


Only the brave will reap the benefits of creativity

There’s an old saying in screenwriting: If you want to reveal the truth of a character, dial up the pressure and force him or her to make a choice. Well, it seems a choice is being forced upon our industry, and I think it’s a great thing. A recent Forrester report, “The Cost of Creativity,”... Continue reading at Advertising Age

[ Advertising Age | 2019-09-26 07:00:00 UTC ]
More news stories like this | News stories tagged with: #comfort zones #origin story #advertising campaign #ad campaign #real difference #digital media


'Invest money in podcasts to reap greatest benefits,' publishers told

Publishers have been urged to put their money where their mics are when it comes to podcasting, to reap the most benefits. Continue reading at The Bookseller

[ The Bookseller | 2020-07-08 19:05:22 UTC ]
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3 Creative Ways to Benefit the Bottom Line Beyond Advertising Revenue

Ever-changing external landscapes present both threats and opportunities for media firms. Shifting marketing budgets and the proliferation of free content challenge publishers that rely on advertising and paid subscriptions. Yet the industry is not cowering: the results of Folio:’s 2020... Continue reading at Folio Magazine

[ Folio Magazine | 2020-02-18 15:48:16 UTC ]
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Foyles reaping benefits of new decentralised buying method

An overhaul in the way Foyles buys books from publishers is already bearing fruit for the company, its chief executive Paul Currie has told The Bookseller. Continue reading at The Bookseller

[ The Bookseller | 2018-04-27 00:00:00 UTC ]
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Fashion magazines reap the benefit of print – but there have to be enough ads

As new high-end glossy Porter launches, the appetite for digital versions of titles does not seem to have mass appealMagazine publishers see Thursday's ABC figures as a step forward. For the first time they managed to convince the bureau to add the circulation figures for their digital editions... Continue reading at The Guardian

[ The Guardian | 2014-02-16 00:00:00 UTC ]
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Creative Industries Federation calls on government to help creative businesses survive

The UK's self-employed creative workforce will be "hit hard", according to the Creative Industries Federation, raising concerns the Chancellor's measures in response to the coronavirus outbreak "fall short of guaranteeing these workers’ income".  Continue reading at The Bookseller

[ The Bookseller | 2020-03-18 05:26:17 UTC ]
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Creative England to merge with Creative Industries Federation

The Creative Industries Federation is uniting with Creative England to become one organisation, officially launching in spring 2020. Continue reading at The Bookseller

[ The Bookseller | 2019-09-24 20:42:14 UTC ]
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Creativity and Cuervo: On Growing Up in My Family’s Liquor Store

The following is from Advocate: A Graphic Memoir of Family, Community, and the Fight for Environmental Justice by Eddie Ahn. _______________________________________________ Excerpted from Advocate: A Graphic Memoir of Family, Community, and the Fight for Environmental Justice, by Eddie Ahn;... Continue reading at Literrary Hub

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AAP Honors Brave Publishing Around the World

The Association of American Publishers is giving its International Freedom to Publish Award to all publishing houses in multiple countries and regions of the world that continue to publish despite increased government pressure, harassment, and threats. Continue reading at Publishers Weekly

[ Publishers Weekly | 2023-12-19 05:00:00 UTC ]
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Penguin Random House and We Need Diverse Books Open Submissions for the 2024 Creative Writing Awards

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[ Book Riot | 2023-10-18 18:22:57 UTC ]
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Lego employees share 10 secrets for finding boundless creativity

Tips for feeling motivated, embracing bad ideas, getting over creative blocks, and more. Some conference room tables boast bowls of candy or a gaggle of diminutive bottles of water. Others, painfully benign centerpieces, like a vase filled with colored glass beads. But when the Chronicle Books... Continue reading at Fast Company

[ Fast Company | 2023-10-07 05:00:00 UTC ]
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Meet the Creative Team at Usborne Publishing

PW spoke to the editors and authors at Usborne about the process of bringing each new children’s book into the world, what makes the books unique, and the inherent joys of the work they do. (Sponsored) Continue reading at Publishers Weekly

[ Publishers Weekly | 2023-08-23 04:00:00 UTC ]
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Britney Spears’s ‘brave’ tell-all memoir out in October

The Woman in Me, which will cover pop star’s conservatorship experience among other topics, is set for release later this yearBritney Spears will release her tell-all memoir, The Woman in Me on 24 October, the publisher announced on Tuesday.The Woman in Me will be “a brave and astonishingly... Continue reading at The Guardian

[ The Guardian | 2023-07-11 16:02:28 UTC ]
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Brave Books, Kirk Cameron Plan Public Library Events August 5; Public Libraries Need to Prepare

Kirk Cameron is encouraging a national story time event in US public libraries August 5. Here's what library workers need to know. Continue reading at Book Riot

[ Book Riot | 2023-06-05 10:37:00 UTC ]
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Torino’s Book Fair Braves the Storm: 215,000 Attendees

Torino's 35th international book fair with its professional program and rights center, succeeded amid torrential rains, flooding. The post Torino’s Book Fair Braves the Storm: 215,000 Attendees appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2023-05-23 16:49:04 UTC ]
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At London Book Fair: Brexit and Creative Industry Funding

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[ Publishing Perspectives | 2023-04-26 13:37:28 UTC ]
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'Halo Infinite' creative head Joseph Staten is leaving Microsoft

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[ Engadget | 2023-04-08 19:10:51 UTC ]
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School Reports 2023: Creative agencies rise – and fall

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[ Media Week | 2023-03-23 14:34:42 UTC ]
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Braving a blizzard to meet the most promising (and most offline) young writer in the West

In a writer-as-brand era, Taylor Koekkoek's obscurity is almost as refreshing as the hilarious, stealthily profound stories in his debut, 'Thrillville, USA.' Continue reading at Los Angeles Times

[ Los Angeles Times | 2023-03-22 13:00:29 UTC ]
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