The ad industry talks a lot about creativity. But the word "creativity" has lost its meaning. We all agree that a high percentage of advertising out there is crap, yet every agency hangs out the "we're creative" flag. While creativity will always be part of what we do, what we really need to be talking about is innovation. I'll explain this in coming posts. But as noted in this post from Leo Burnett Toronto, innovation is a hard thing to talk about.
My view has always been either you are or you aren't. It's kind of like cool, and if you need to say you are, you probably aren't.