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It’s The Creative, Stupid
Contributed by John J. Nosta, Partner in MDC, a New York-based advertising agency. His title is Unconventional Wisdom.

Yep … it’s the creative! That magical stuff that takes a molecule and makes it into a brand. The stuff that sticks to the roof of your customers’ brain. And interestingly, it’s really one of the only things that pharmaceutical companies haven’t been able to create for themselves. Creativity is what an advertising agency should provide to its clients and instill in its clients. It’s the magic, the fun, and the excitement. And, by the way, it’s one of the key ingredients to selling brands. But, it seems that creativity has taken a back seat to other “hot buttons” in our industry like integration or globalization. Creativity has been pushed aside as some “commodity” left to those “creative” people who, as myth would have…