“Rethink the Business of Creativity” is the new official textbook and must-read for all in the ad industry. Creatives will find inspiration in their tools for concepting. Account teams will find inspiration in managing people and profit. The lost art of the traffic department also gets a huge shout-out. My favorite ideas include the 1-or-100 rule (the best idea could be your 1st or your 100th) which leads to KG = keep going (achieving quality through quantity) and the Ping-Pong Ball Theory (people can only digest one message at a time). Kudos to our ICOM agency partner at Rethink for giving us tools to reignite creativity and re-energize our teams.
