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创意是什么?它是广告界同仁们放在每一个广告构思中的东西,也是广告行业起源的基础。每一年,世界各地都会有许多针对当年业界中各种奇思妙想所颁发的奖项,以资来鼓励广告人的创意。作为起步较晚的中国广告行业,创意一直是回避不掉的软肋,尽管当下多媒体环境,创意不再只是广告行业健康发展的唯一要素,但一定是万变不离其宗的要素之一。其实关于什么是好的创意,这一定是个没有结论的命题,也许我们把视角放得更远一点,延伸到大中华区
What is creative? It is the advertising industry colleagues on the idea of advertising each one, but also the basis of the origin of the advertising industry. Every year, there are many awards around the world for various kinds of whimsy in the industry that year to encourage creative people. As a late start in China’s advertising industry, creativity has always been a weakness that can not be avoided. Despite the current multimedia environment, creativity is no longer the only element of the healthy development of the advertising industry, but it must be one of the essential elements. In fact, what is a good idea, this must be a conclusion without conclusion, maybe we can put our farther point of view, extending to Greater China