I’ve rarely (never) seen a creative interested in how the work they do can impact the ROI of an organisation. Financial success is never mentioned. It’s not on the radar. That isn’t to say creatives aren’t commercially minded. In fact, I think what excites a creative to work on a brand is often, paradoxically, good news for the business as well. Asking questions like, is the organisation good? Does it add value to our lives? Why do I care? Is it meaningful in some way? Often these unexpressed thoughts are the real drivers beyond any financial consideration.
So what I write here is purely from the creative side. There are plenty of amazing brands out there, but I’m interested in the ones that get me excited. That are meaningful to the world, beyond commercial success.
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