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Posts:December 2011, Possibilities

How Can Creativity Enhance Reputation and Brands?

by Christophe Hermet| December 16, 2011

This post originally appeared in Perspectives, Ketchum’s online magazine. However one defines creativity (original, disruptive, outstanding, aesthetic, humoristic, fun), it can be seen as the phenomenon of something of value emerging into existence – being “new,” so to speak. To be or create something “new” is paramount for a company or brand to stand out […]

Creativity: So Tangible You Can Touch It

by Sarah Unger| December 15, 2011

More often than not, “creatives” get chided by “non-creatives” for coming up with ideas in a vacuum — ideating in a pink-pony-laden fantasy world where anything goes and the sky is the limit. Admittedly, this is the mental atmosphere one should be in for brainstorming, yes. But come on, at the end of the day, clients […]

How Can Creativity Drive News?

by Corinne Gudovic| December 14, 2011

This post originally appeared in Perspectives, Ketchum’s online magazine. If a creative idea is truly novel or big enough, that alone can be enough to drive news. But more often, creativity needs to move from simply being different to addressing a need or solving a problem. What worked so well for the Friskies cat-cam program […]

Three Features of Jealousy-Inducing Campaigns

by David Gallagher| December 13, 2011

Overheard at the Eurobest Advertising Festival in Lisbon, Portugal, the other week: “The best campaigns are those that literally make you envious – the ones that make you say, ‘I wish my agency had done that.’” Jealousy is a powerful motivator. And after sifting through more than 200 campaigns in the festival’s PR and integrated marketing competitions […]

How Can Communicators Shift from Left-Brain Thinking to Right-Brain Thinking?

by Karen Strauss| December 7, 2011

This post originally appeared in Perspectives, Ketchum’s online magazine. Wouldn’t it be nice if there were a simple switch we could flip to produce creative ideas? While creatively gifted people are wired to see possibilities and transform information into new ideas or creations, what about the rest of us?  For most people, years of receiving […]