Lindsay Pattison: Creativity in the 21st Century

The Mad Men era, made up largely of Creatives with a capital C who thought of a breakthrough brand tagline by lunchtime and spent the rest of the day with a glass of whisky in hand, is a dim and distant, albeit fond for many, memory.
Today, the majority of the far broader marcomms industry all have to be ‘creative’, but creatives with a small c – coming up day to day with new approaches, ideas and solutions, whether media strategies, visual identities, brand insight, or differe