Creative - What does it mean to you?
Feb 6th, 2007 | By Justin Kaiser | Category: Broadcast PromotionsI was recently asked the question… “Creative… what does it mean… to you… to your clients?”
It’s funny how my viewpoint on Creative continues to grow and change. Creative to me means everything from the conceptual work to the production aspect and eventually the final output. The act of being creative for a purpose. To the majority of clients and salespeople, “creative” means “anything to fill the airtime”. The word is used as a general catch-all noun to refer to the audio product.
It’s so much more than that.
To me, it means that I do indead “Create”. It’s not a boiler-plate… it’s not banged out… it is indeed something that time and effort went into. Creative is done with the purpose of providing something that is both entertaining and enticing to the listener; ego-satisfying (and contract renewing) to the person paying the invoice; and professionally acceptable by the person doing the “creating”.
“And make it really good…”
Here to Help!
Justin Kaiser
Creative Identity Group Marketing
