A few years ago I had the opportunity to attend the AAF National Conference in Lousiville, KY. One memorable session featured a panel discussion with some advertising superstars, including a representative from Ogilvy & Mather New York, one of the most prestigious agencies in the world. The conference took place not long after Ogilvy created the Dove Campaign for Real Beauty, which received a massive amount of worldwide press coverage and lots of industry awards.

The wide-ranging discussion touched on awards, teamwork, client relationships, results and much more. Then the gentleman from Ogilvy tied it all together in a way that I will never forget. It’s not a coincidence, he pointed out, that the campaigns that receive recognition for exceptional creativity are the same ones that sell the most product or increase market share for their client. Simply put — creativity sells!

It’s that simple. In every industry, for any product, in any media. Creativity matters.


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