ABSTRACT
Creativity isn’t all imagination; it’s also about solving a business problem creatively. In the world of advertising campaigns, creative execution is the last phase in a lengthy process that started months earlier with intensive research gathering, analysis, projecting, and planning. It is the creative team’s job to mold the creative brief into a unique and memorable idea. It is also their responsibility to make sure the idea can be used across multiple types of media vehicles without losing its identity. Exceptional ideas are often elusive and can take a great deal of time and energy to develop. No idea is disregarded, no source ignored. “I have learned to respect ideas, wherever they come from,” said legendary advertising executive Leo Burnett in his 1995 book 100 LEO’s .
