If you asked 1,000 people which profession is more creative, advertising or PR, I suspect 997 would say advertising (figuring the outlier dynamic at .003 percent). After all, advertising delivers those 30-second TV commercials that tug at the heartstrings or prompt laughter. They sell beer by teasing out a classic story arc depicting a horse …more
Everyone perceives advertising agencies as creative. Forget the football game. The Super Bowl delivers three hours of programming that essentially turns into a promo for creativity in the ad biz. As Exhibit A, check out the Budweiser Puppy Love ad which has had over 54 million views and counting. People also categorize the digital shops …more
The typical process for evaluating PR agencies puts a premium on creativity. In many cases, the “big idea” ends up tilting the decision toward the eventual winner. What constitutes a “big idea?” It meets one or more of the following criteria Deviates from the status quo Differentiates Aligns with brand-building effort Client hadn’t thought of …more
I conducted a storytelling workshop last week. Yes, the objective for the session was to help this corporate PR team apply the concepts of storytelling in business communications. But I’m hoping for something bigger. I’m hoping for two interrelated actions: They question the status quo. They experiment in their day-to-day jobs. The Holmes Report has …more
