The goodness in creativity
Creatives should be using their problem-solving abilities to create work that does good
At the heart of any brief to designers, art directors, strategists and copywriters lies the same request: the plea to solve a business problem for a client. This can range from differentiating an average brand to reaching the right audience at the right time. Essentially, clients rely on creatives to solve problems using good ideas.
As an industry, that’s what creatives are good at, and it provides an avenue to take these good ideas a step further and use good ideas for good. Why not work towards identifying local, societal, national or even global issues and work with clients, and the tools creatives have at their disposal, to solve them?..
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