Creative Conundrum

As clients increasingly begin to narrow down their vision of the final creative – a process facilitated by the shift of servicing people to the client side – what is becoming a rarity these days is the ‘creative leap’. The days when a simple one-liner from the client would be inspiration enough for creative to come up with mind-blowing communication seem to be history now. While much of the blame for this goes to the client, whose lack of vision – worsened by the perilous timelines he works in – causes him to take what he feels is a foolproof ‘A for Apple’ route, some of it also needs to be attributed to the inability of creative teams to grasp the business-driven nuances of the communication.

How does one find a middle path between the two extremes – doing justice to the information that needs to be a part of the message while putting in place a message that people are inclined to read?