Let’s all start to embrace the new creative world order

Increasingly we are seeing world class creativity in advertising originating from developing markets.

We haven’t seen a shift in our business, however, if there is one I’m sure there are good reasons, not least financial. On a creative level we need to embrace all fresh, new work regardless of where it originates from. There is some great stuff coming from the likes of the Brazilian market.

Though I don’t think the UK industry needs to radically rethink its direction, I do think the one thing we could absorb from them is their vivacity and energy. The design world is a fantastic melting pot of influences and ideas and we designers revel in it. I see no reason why we shouldn’t do what we always do – take notice of exciting, innovative creativity and use it as a driver to inspire and develop our own work.

Competition is a healthy thing, we just need to rise to the challenge and make sure we are giving our clients an unrivalled service.

Darren Cornwall, Director, Bite CP, Lightwater, Surrey GU18 5SH

Start the discussionStart the discussion
  • Post a comment

Latest articles