, April 15 -- Often celebrated, yet rarely fully harnessed, creativity presents a central challenge for advertisers. While marketers understand the power of creativity, they often struggle to sell its value in boardrooms. This disconnect is what we call the "creativity Gap".

Firstly, let's delve into the concept of creativity. It's a frequently pursued objective, yet it remains a vague and frequently misunderstood tool in crafting effective advertising that fosters brand growth. The common thread among various definitions is the belief that originality is at the heart of creativity. However, this belief poses a significant challenge when developing creative work aimed at making a commercial impact. Why? Because originality brings uncerta...