Here the lateral thinkers come on the scene. They leap from a single unidirectional idea of the strategist to an advertising idea that will add value to the product/brand. The creative persons are supposed to be right-brained – lateral thinkers, irrational thinkers as against the accounts director who is left brained, i.e., logical. They make connections that had not existed before. They rearrange the order of things. They create abruptions in the consumer mind. There should be a beautiful marriage between the strategy and the lateral thinking by the creative people.
The creative director’s post has become a more responsible one. He does not remain content with a clever copy or stimulating visuals. He is required to understand the product and its market completely. He is now an overall ad man, an all-rounder. He participates in research and has active role in positioning. He does not follow a policy of art for the sake of art any more. He sits at briefings alongside the client servicing people.
Spink of the Lowe group says “Strong creatives are probably the cheapest competitive advantage that a company can have.” The best creatives are derived from a complete understanding of the product and the benefits it offers. But a thorough understanding of the target audience provides an edge. Norman Berry of O & M says, “It is the sensitive understanding of the audience that takes one’s creative from logic to magic.”