Colin Lewis: Creativity is just collecting other people’s ideas

A lot of people tell me I am creative and innovative. In general, marketers are supposed to be seen that way, appearing to conjure ideas out of thin air. Perhaps the creative directors I have worked with in agencies do that, but definitely not me.
We have all been seduced by the notion of creativity. Given the number of column inches devoted to creativity in every marketing, advertising and design publication since the year dot, you could argue that it is not something you should really admit. T