Piercings, Ponytails, Pretence & Psychotropic Substances: The 4 Ps of Pseudo-Creativity

Creativity is confusing. Quite harmless on its own. When paired with halfwits or pseudo-intellects, it becomes a pain. It loses its simplicity & transforms into an ego slugfest that is devoid of logic.

The marketing communications industry runs rife with "creatives". The exceptionally brilliant, talented & logical creatives make about 1% of the pool. The rest can be combination of on one or more of:

• Wannabes
• Egotists
• Drunks

You get a preview of the MarkComm industry at MICA. There's a mixture of intelligent go-getters, smart pfaff experts, dedicated professionals, pompous i'm-the-next-big-CEO types, the rare logically creative person & an ocean of the "creative" people who belong to the 99% mentioned above.

It irritates me terribly to even converse with the airheaded creatives & here are the many reasons why:

1. They think that a good creative is the solution to any business problem.
2. They don't know what a good creative is.
3. They're fussy, demanding and have an ego-centric universe.
4. They're impossible to reason with. (And easier to ignore.)
5. They talk a lot more than necessary, spend hours on discussion & are grossly unproductive.
6. A lot of them are fake, and obviously so. Do you really need a pierced eyebrow to come up with ideas?
7. They're unwilling to take up responsibility.
8. They can never successfully lead a project.

Creatives are a small part of the entire process of marketing. They might be indispensable to some campaigns, but it doesn't give the copywriters, art-directors and designers of the world the right to be the asses that they are. Ideas can be thought of & executed by anyone who's smart & sensible. Just because someone chooses to do it for a living, doesn't mean that you're God's gift to the world at large.

Vehemently yours...