There is often a general assumption that people are either one or the other – creative or analytical – but the makeup of the magical human brain (or the “bean” as we like to call it) is far more complex.
And when it comes to design and creative agencies, anybody who can only deliver one or the other is not going to get results.
It’s about the “and” not the “or”.
A successful creative agency needs to be able to wear both (beanie) hats at different times (and wear them well). Analytic thinking is a vital part of establishing the intelligence and shaping the strategy, but never provides the solution – that’s where creativity comes in. And creativity without a need is art, which is never about profit.
So next time a design agency tells you how brilliantly imaginative their work is, also check whether they have the smarts to turn their creativity into your ROI.
And next time a marketing strategist tells you about their insights, data and strategy, check they also have the creativity to bring it to life.
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