August 8, 2008

Planners Vs Creatives - Who Make Better Creatives

Rory Sutherland, who is the Vice Chairman of Ogilvy Group UK, has an interesting essay where he ponders about the creativity of planners. He says that his view is “Planning + Creative = Good. Planning > Creative = Bad” but then goes on into 10 detailed points. Here’s his closing point in case you just want to have ‘read of’ his piece rather than have read it:

So, in a sentence, I think both disciplines are equally valuable. But I think creativity needs affirmative action more than planning does. In particular, the assumption that planning always gets to work on the problem first shows an inherent bias in our thinking which is not only uncreative, it’s also downright unscientific.

Sutherland

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