ABSTRACT
As the policymakers’ definitions of creative industries’ center on the generation and commercialization of creativity, ideas, and knowledge, the first chapter explores advertising creativity. Even though it does not aim to provide a new definition of creativity, it sheds light on how practitioners comprehend and execute creativity in the sector today. In doing so, the chapter uses creativity as an excuse and a starting point to explore some of the current issues that advertising is demonstrating. The chapter opens by discussing the role of creativity in advertising and highlighting the tensions that can often exist between clients and agencies. These are linked not only to the challenge of bringing creativity to the forefront for clients but also to the sector’s struggle to adapt to new business models and monetize creativity in today’s media landscape, as the traditional output-based model is no longer viable. The chapter also explores the problems with building new creative cultures that would fit the demand of new generations of talent.
