6 Tips for Advertisers on Creativity

Notable quotables from the 2011 ANA Creativity Pre-Conference
 
It may have been drizzling in Manhattan, but the weather didn’t keep the creative juices from flowing at the Tuesday afternoon’s ANA Creativity Pre-Conference, presented by Yahoo!. A roomful of creatives—the dead giveaways were the chunky eyeglasses, funky footwear and laptops galore—sat rapt as presenters discussed everything from abstract thinking in the digital age to how ads can tap into consumer emotion. Here are six key takeaways that emerged for advertisers:
1. Collect, borrow and adapt
Marketing and innovation expert Steve Rivkin of Rivkin & Associates kicked off the afternoon with a credo for creativity as outlined in his book, IdeaWise: Collect, borrow, adapt. Quoting Thomas Edison, he said, “Your idea needs to be original only in its adaptation to the problem you are currently working on.”
The musical “West Side Story”? It’s a modern Romeo & Juliet. Ryanair? It’s a successful knockoff of Southwest Airlines. Rivkin […]

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