Only the brave will reap the benefits of creativity

There’s an old saying in screenwriting: If you want to reveal the truth of a character, dial up the pressure and force him or her to make a choice.Well, it seems a choice is being forced upon our industry, and I think it’s a great thing.A recent Forrester report, “The Cost of Creativity,” suggested—or rather, lamented—that “The value of agency creativity is at risk of disappearing.”It doesn’t take a brain surgeon to figure out how w