You'll find the full list of habits of highly creative marketers --
eight of them, at least -- and in-depth stories on these campaigns
and other breakthrough work inthe second issue of The Creativity Report
. Purchase this individual report, or subscribe to the
quarterly series, which includes access to Creativity
One of those, ironically, is that "Creativity isn't everything."
Those words come straight from Domino's CMO Russell Weiner, who
orchestrated the soul-baring "Pizza Turnaround" effort with
CP&B, and a more recent Times Square campaign in which Domino's
customers could post comments about the brand's delivery service in
real time, in the big lights of a Times Square billboard. "Base the
creative solution in something not creative -- which is real
business insights, real consumer insights, real data insights --
and use those as a springboard," Mr. Weiner said.
"There's no such thing as creative for creative's sake." That
thinking is especially important to keep in mind in terms of the
marketer-agency relationship as well. "When you have a super
creative agency, if you don't have a strategy ... it almost
exacerbates the problem," Mr. Weiner added.
Another highly creative marketer, Heineken, demonstrated this
approach in its "Star Player" campaign, which, along with the other
efforts shown here, is one of the fine specimens featured in the
Creativity Report's roundup of the second quarter's best work.
Not only are they innovative ideas all around, they're the kind
of solutions that happen when the right creative habits kick