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Adweek- It’s Time to Embrace the Creativity Explosion In Advertising

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    Adweek- It’s Time to Embrace the Creativity Explosion In Advertising Adweek- It’s Time to Embrace the Creativity Explosion

    10/9/18

    By Grey Worldwide CEO, Michael Houston | October 9, 2018

    The best times often appear most challenging

    If someone were to ask you to describe the ad business in 2018, what would you say?

    I’d compare it to New York in the ’70s. That’s the decade the city was on fire—and not just metaphorically.

    New York at that time was a terrific place to be, and a terrifying one. There was so much upheaval, and New Yorkers found themselves staring down both barrels at crime, grime, financial ruin, a serial killer on the loose and the Bronx up in flames. But at the same time, the art scene was electrifying, the music was epic and the culture as a whole—including literature, film, fashion, theater, the New York City Ballet—was at an absolute apex. The closer the tinderbox came to exploding, it seemed the more vibrant, the more creative, the more exciting life was.

    To me, that’s what the ad business is like right now.

    As we are all aware, we are experiencing disruption in our industry that is historic, disorienting and often scary, very much like that tinderbox of the ’70s. But if we would just stop listening to the naysayers—both inside and outside our business—and allow ourselves to be fueled by the blaze rather than burned out and burned up by it, can you imagine the creative renaissance we could realize?

    There’s a post-Cold War term that’s come back into vogue in the business world and that certainly applies to our own industry, and it’s VUCA, which stands for volatility, uncertainty, complexity and ambiguity. The theory holds that we’d do well to consider these variables and their elements when assessing a particular situation

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